USING GENERATIVE AI TO OPEN A WORLD OF POSSIBILITIES

At the end of last year, J11 was appointed by luxury London jeweller, David Morris, to produce a digital gifting campaign using artificial intelligence.

The concept was inspired by the delight of peeking inside one of David Morris’s rose-hued boxes, and harnessing the latest AI technology to create a captivating alternate reality.  A model embarks on a journey through a multiverse of fantasy lands, each one influenced by the house’s giftable fine jewellery collections. The team chose to use a real model, jewellery and props, set against a backdrop of unique, AI environments.

“The task of creating eight distinct worlds for our model to explore presented significant technical challenges,” says J11’s Creative Director, Darren Giles, who oversaw the campaign’s creative direction.

“But with the integration of data-driven and generative AI throughout, we found new ways to channel our creative aspirations, allowing us more opportunities to craft, play and refine, ultimately creating a narrative full of wonder and discovery.” 

“The considered way in which our new campaign combines artificial intelligence with a human touch has created a truly magical world of jewellery,” says Cecily Morris, Brand Content Manager.

“As we step from one fantastical world to the next, every detail is heightened and amplified, particularly the different characteristics of the fine jewellery designs that our model finds and wears there. Though created with the help of AI, this incredible journey authentically captures the joy of opening a David Morris box for the first time, and setting eyes on the jewellery within for the first time.”

 “Generative AI represents a paradigm shift in content creation, offering J11 a myriad of opportunities to innovate, streamline processes, and deliver exceptional results for our clients. Our production for David Morris is proof that it serves as a powerful tool that can unlock new levels of efficiency, creativity, and scalability.” Comments Simon Reeve, Head of J11.

“The digital landscape is constantly evolving, with new platforms, technologies, and trends emerging at a rapid pace. Generative AI empowers J11 to adapt to these changes seamlessly. Whether it's creating content for stills, video, virtual reality experiences, augmented reality applications, or voiceovers, Generative AI enables J11 to stay at the forefront of innovation and remain a trusted creative partner for its clients.”