A journey through real and artificial, identity and movement.
For the international launch of OVS in India, LAB81 led the entire creative process, from concept design and direction to full production and advanced integration of AI, photography and live-action video.
The campaign unfolds as a dynamic visual flow, blending real-life protagonists captured in India’s urban landscapes with fluid, dreamlike environments generated by artificial intelligence. AI is not used as a trick, but as a narrative tool, enhancing the universal values of inclusivity and self-expression that define the brand.
LAB81 oversaw every step: visual concept, art direction, AI generation, photo and video shooting, editing and post-production. The result is a bold, identity-rich fashion campaign that speaks globally while resonating locally.
