AI: Direct-from-imagination

Generative AI techniques are enabling creatives to explore previously uncharted territories. Powered by this technology, the bounds of imagination reign supreme, giving rise to the most surreal and extraordinary ideas. Benichou has been taking social media by storm with his innovative generative AI concepts. In an interview with VML Intelligence, he explained, "by collaborating with AI, we can reach new heights of creativity and push the boundaries of what's possible." His visionary creations exemplify this spirit, by depicting Nike concept stores in impossible places, such as on Mars and atop Mount Everest.

Although the outcomes of generative AI may initially appear impractical or even seemingly impossible, they can act as a springboard for brands to explore deeper. When discussing his Impossible store series, Benichou says “these unconventional ideas can inspire real-world retail design by pushing architects and designers to think beyond the norm and to consider new materials, shapes, and structures that can elevate the retail experience.”

Generative AI is taking users by surprise by churning out content that deviates from the original intent, but that still captivates the imagination. Benichou's "Misfits" campaign highlights the power of these happy accidents borne out of AI. His AI-generated outcomes unveiled unexpected and innovative compositions, including three-legged models and oversized shoes that added a unique twist to the campaign. Benichou welcomes these fortuitous occurrences, “happy accidents happen all the time when working with generative AI, and they should be embraced as part of the creative process” he tells VML Intelligence.

In the quest for innovation, brands can easily fall into the cycle of repeating creative behaviors that have yielded success in the past. However, by embracing the happy accidents of generative AI, brands can liberate themselves from the constraints of conventional thinking.