Dear Shaded Viewers,
The evolution of fashion film has been an intriguing process, shaped by technological advancements, artistic innovation, and contemporary cultural shifts. In recent years, artificial intelligence has emerged as a transformative force within creative industries, particularly in audiovisual production. AI is redefining storytelling, aesthetics, and production processes, opening new avenues for experimentation and artistic expression.
2025 marks the third edition of the AI-Generated Film category at ASVOFF Film Festival. As the curator of this category, I am thrilled to witness the continuous evolution in visual quality and narrative depth from creatives worldwide. The integration of AI as a tool within their creative processes demonstrates a growing sophistication in how technology and film intersect.
The Creation of the Course
Currently, I am a student in the Executive MBA Global Fashion Management program led by Véronique Delignette-Schilling at the Institut Français de la Mode (IFM) in Paris. Despite being a student, I was honored to be invited by my friend and professor, Dr. Giovanna Graziosi Casimiro, to be part of the Digital Technologies program. She entrusted me with teaching two sessions to students from various master’s programs at IFM. Having the opportunity to teach at such a prestigious institution while still pursuing my own studies was a meaningful achievement for me.
The course provided a concise exploration of fashion film, a genre pioneered by Diane Pernet, director and founder of ASVOFF. We covered essential pre-production concepts and examined how AI can be integrated into filmmaking. The curriculum included generative AI, storytelling, AI-driven post-production, ethics and creativity, and cinematic language. We also studied numerous films, from works by Roman Polanski, Julien Landais, and Ruth Hogben to AI-generated films from previous ASVOFF editions.
The course consisted of both theoretical and practical sessions. Dr. Giovanna and I worked closely with students to review their scripts, exchange ideas, and guide them through their creative process. As part of my second session, I invited my friend Aileen Carville Mulligan, who joined remotely from London to present her project, Colonii, which she co-founded alongside Luke Nugent. I first met them last year when their AI-generated film was selected for ASVOFF16 at Dover Street Market Paris. Colonii, focused on digital personalities, aligned seamlessly with the students’ previous activities and interests.
After the theoretical and practical sessions, students had less than two weeks to create their own AI-generated fashion films. My primary emphasis was always on the importance of their message, what they wanted to communicate. This, I believe, is the essence of any creative endeavor.
Experience with Students
The final presentation of the students’ films took place in the IFM auditorium. During Paris Fashion Week, I attended a panel at the Centre Culturel Irlandais, where I met the jury members who would evaluate the students’ work: Louise Xin, Samia Larouiche, and David Steiner. Véronique also joined us for the screening.
Considering that for many students, this was their first encounter with artificial intelligence, generative image and video programs, as well as prompt-based tools and editing software, their storytelling and editing processes were a remarkable success. Congratulations to all.
At ASVOFF, we have been pioneers in launching the AI-Generated Film category specifically for fashion film. I am grateful to be part of the IFM academic community, which acknowledges the importance of digital technologies. The synergy between creatives, experts, and evolving technology strengthens the outcomes of both students and professionals. While AI is a powerful tool in itself, human touch remains essential to crafting compelling and meaningful projects. I hope that as digital tools continue to advance, curiosity and a desire for exploration remain at the core of every creative process.
I would like to thank Dr. Giovanna for the invitation to teach these sessions. A few years ago, I conducted the only fashion film workshop in Mexico City. This course at IFM reignited my passion for teaching and co-creating within a community. Seeing the creative work of others is incredibly stimulating and fulfilling for me, it aligns perfectly with my involvement in ASVOFF, where I get to witness great audiovisual works from filmmakers and creatives worldwide.
I encourage all filmmakers and digital artists to submit their AI-generated fashion films to ASVOFF this year. The submission deadline is September 30, via www.filmfreeway.com/ASVOFF using the waiver code: AI17
We will soon announce more details about ASVOFF 17, which will take place from November 13 to 16 at Dover Street Market, Paris. For information regarding the AI-generated film category, send me an email at info@pedroguez.com
Later,
Pedro
