Dear Shaded Viewers,
In the whimsical realm of Charaf Tajer, founder and creative director of Casablanca, and Steve Grimes, the brand’s art director, the notion of harnessing artificial intelligence to craft their latest campaign began as a mere jest. Tajer reminisced, “It started as a playful banter, a jest whispered amidst our conversations. But as we delved deeper, we discovered a profound allure within this audacious concept.”
With their curiosity piqued, Tajer and Grimes sought the aid of Luke Nugent, a seasoned fashion and art photographer renowned for his recent forays into the realm of AI-generated editorials utilizing the illustrious Midjourney image generator. Together, they orchestrated the genesis of Casablanca’s inaugural venture into the realm of artificial intelligence – the Spring-Summer 2023 campaign for the “Futuro Optimisto” collection. Set against the backdrop of a Mexican landscape, these imagery masterpieces transcend the boundaries of conventional photography, assuming the guise of hyperrealistic paintings. Grimes expounded that their intention was to impart an ethereal quality, evoking a sense of surrealism. During the creation of the collection, which drew inspiration from their sojourn in Mexico, their musings flitted amidst UFOs, space cowboys, the arid expanse of the desert, and the bountiful embrace of nature.
“The resultant oeuvre,” Grimes expounded, “harmoniously resonates with the essence of our brand, encompassing our distinctive aesthetic and the imagery that has come to define us.”