That can't be real....can it?
Jacquemus started the ball rolling with handbags driving through the streets of Paris, Maybelline New York fooled some into thinking they put mascara on London's iconic tube trains, even Nike and Chelsea FC have used Tower Bridge as a clothesline to hang out their latest kit.
So when I saw this from Marc Jacobs I can't lie I did a mini eye roll. We're in the middle of an AI/CGI trend, and it isn't going away anytime soon. They are faster to create and generally don't require as many sign-offs, build costs or potential for huge disasters as a real-world activation of that scale. But if you're in the industry, you are already mentally filtering out the mediocre activations.
But this actually happened. Marc Jacobs actually built a super cute inflatable handbag and stuffed it in a vacant lot in New York. Kudos for keeping it real.
As the lines between real and AI, physical and CGI continue to blur we need to have an appreciation of quality work in both realms. If anyone can create an AI masterpiece, will we develop a deeper appreciation for a master painter? Or perhaps someone who took the time to scope, cost, get client sign off, build, shoot and sell in a campaign.
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