FORTY-LOVE LAUNCH CAMPAIGN
A hybrid approach to fashion e-commerce.
Lifestyle. Product. Studio.
Half-day shoot. One system.
For Forty-Love, I produced a hybrid shoot that combined a lifestyle capture into ghosted e-commerce assets and AI studio visuals.
Instead of running separate lifestyle and studio shoots, we captured real models in final-production garments.
Then used AI workflows to generate consistent, white-background e-commerce assets and scalable studio visuals from approved selects.
Team:
Client/Brand Rep: Dee Ridge
CD/Producer: Juri Malashenok
Photographer: Benji Hardwick
HMUA: Susan Lillian
Models: Rosie Thompson & Jemma Dalitz
FORTY-LOVE
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FORTY-LOVE 🎾
THE WORKFLOW
Real models. Real locations. Shot intentionally with AI extraction, e-comm, social, and studio generation built into the strategy.
Lifestyle capture
Product assets without reshoots.
Clean, studio-grade ghosted e-commerce imagery generated directly from real world captures.
AI GHOSTED GARMENT LIFTS
AI STUDIO TRANSFORMATION
Studio but…without the studio.
Real models and real garments transformed into studio-grade visuals using AI. Preserving the fit and styling, while
regenerating only the scene and lighting.
