AI GENERATED. CAMPAIGN QUALITY.
AI GENERATED. CAMPAIGN QUALITY.
OAKLEY SPEC AI
A personal spec project demonstrating AI-driven campaign image generation at a professional standard. Built around a reusable talent pipeline, the project generates consistent, art-directed athlete characters and places them into campaign environments, producing Oakley-register imagery without a single production shoot.
Each character placed into Oakley-register campaign environments using the three-input pipeline. Hard directional sunlight, blue sky backgrounds, and tight portrait framing, all defined by scene references, not chance.
The Pipeline
How the system works
The foundation of the project is a modular generation workflow built in Figma Weave. Starting from detailed character briefs, the pipeline produces consistent face references across multiple angles, then extends each character into full body shots with outfit variations. A separate eyewear reference input controls the product on each character's face. Scene references define the environment and lighting. The three inputs, talent, eyewear and scene, combine to produce campaign-ready output at scale.
Talent Generation
Each character is built from a detailed brief covering age, ethnicity, bone structure, and athletic build. The pipeline generates consistent face references across multiple angles first, locking in likeness before extending into full-body shots with outfit and colour variations. The result is a roster of believable, diverse athletes that hold up across every frame in the campaign, no casting, no usage rights, no reshoots.
What this means for brands
A production-ready campaign pipeline that scales. New talent, new environments, new colourways generated on brief, not on location. No casting fees, no travel, no usage rights. Just consistent, art-directed output at a fraction of the cost and timeline of a traditional shoot.
This is a personal spec project. Oakley is a registered trademark of Luxottica Group.