October, one rug
Filmed from above, one woman on one rug, and the outfit changes between cuts. Four looks from the new collection in a single frame.
Building AI-generated campaigns for a womenswear label, from summer sale to Black Friday
Bluzat makes womenswear in its own Bucharest atelier and sells it online and in a showroom. For their summer, autumn and Black Friday campaigns I built the static ads, carousels and short video, using AI-generated models and locations to give every sale and every collection a world of its own.
What I did
- Creative direction
- AI image generation
- AI video generation and editing
- Email marketing
- Role
- Creative designer
Client account, concept to delivery - Campaigns shown
- August to November 2026
Sales, new collection, early access - What I made
- Static ads, carousels, short video
Multi-format sale banners - Channels
- Meta
1:1, 4:5, 9:16, 16:9
The brief
Gave a fashion label a new campaign world every few weeks, without a photoshoot every few weeks
Fashion lives on new images. Bluzat had strong garments and a limited number of shoots, and a calendar that asked for a new campaign every few weeks: the end of summer, last pieces, a new autumn collection, coats, sets, a 50% sale and Black Friday.
The real problem underneath it: make every campaign look like its own shoot, on the kind of woman and in the kind of place the clothes are made for, while every garment stays the one on the website.
8
campaigns shown here, from the summer sale to the Private Black Friday sign-up.
4
formats per concept, built from one layout, so every idea ships to feed, Instagram, stories and the website.
312
creatives delivered across these campaigns: 300 statics and 12 videos.
The category
- The same studio wall every week
- Sale shown as a red percentage
- One look, resized for every format
What the brand had
- Garments cut in its own atelier
- A showroom in Bucharest
- Customers who post their outfits
The system
- A new world for every campaign
- Generated people and places, real garments
- One offer block, four formats
What the brief turned into
Six rules every Bluzat creative had to follow, from a 9:16 story to a carousel.
Every campaign gets its own world.
Island steps for summer, a wet street at night for autumn, a guarded doorway for Black Friday.
The garment is always the real one.
Generated model and location, but the cut, length and colour match the product page.
One hero piece per frame.
Even with five models in a row, one look leads and the ad links to it.
The offer lives in one block.
Percentage, code and deadline set together in type, never printed over a garment.
Editorial for collections, loud for sales.
Thin labels and italic prices for new pieces, a high-contrast serif for the sale.
Design once, ship four times.
Every layout is built so 1:1, 4:5, 9:16 and 16:9 crop without touching the models.
Creative direction
Gave every campaign its own world, so a sale never looked like last month’s sale
Fashion feeds are full of the same studio wall. Each Bluzat campaign got a location and a light that belonged only to it: whitewashed island steps and a cobalt arch for the summer sale, a wet street at night for the autumn collection, a guarded wooden doorway for Black Friday.
The test for every concept: could you name the campaign with the text covered? If the answer was no, the scene changed, not the headline.
Summer, the deadline
Giant terracotta letters turn the sale’s last day into the set itself.
Summer, the arch
Orange against cobalt. One colour contrast, so the dress is the brightest thing in the frame.
Summer, the steps
White blouse, white steps, blue door. The island does the selling.
Fall Winter 26
The new collection arrives as an evening out, not a lookbook. Name and price set like a magazine credit.
Last Pieces
Shot from above with a hard diagonal, and the code EXTRA20 in one quiet line.
Private Black Friday
Bluzat on the front page of a newspaper: “cele de pe listă aleg primele”. Early access told as news.
Decision
Generate the place, keep the garment
The model and the location are invented. The dress isn’t: if it doesn’t match the product page, the frame is dropped.
Decision
Offer in type, not on the clothes
The sale lives in a typographic block beside the look, so the garment is never covered.
Decision
Light says the season
Hard noon sun for summer, wet street light for autumn, warm lamps for Black Friday.
AI imagery
Generated the model and the place, then checked every garment against the shop
With fashion, the shopper looks at the garment first: the cut, the length, the colour. If the AI moves a hem or shifts a shade, the ad sells a dress the shop doesn’t have.
So every frame starts from a look brief and the product photos, not from a prompt. The person and the place are generated in small batches, the strongest frame is chosen, and the garment is corrected until it matches the product page before any type goes on.
01
Type as set
The deadline built into the location, so the date reads even without the headline.
02
Colour block
Two colours, one garment. The background is chosen to make the dress the loudest thing.
03
Place does the talking
Steps, door and flowers say holiday before a word is read.
04
Price-led
For the last week of August: old price, new price, sizes and fabric in one corner, because the offer was the story.
05
Quiet sale
Half price in a calm interior with product cards, so a 50% sale still looks like the brand.
Decision
Where AI stops
Faces, places and light are generated. Logos, prices and text are always set by hand in the layout.
Short video
Turned the campaigns into short AI video for Reels and Stories
The same rule as the statics: generated people and places, real garments. For autumn and the Black Friday sign-up I made short AI films in 9:16 and 4:5, each one built around a single idea a viewer gets with the sound off.
Black Friday, fit check
Getting dressed piece by piece, from top to coat, while the sign-up offer builds line by line: “Intră pe listă. Alegi prima.”
Private Black Friday
Coats on a city street, one line of the offer per shot: the invitation date, 24 hours of early access, 20% back in December.
Turned the newsletter from a discount reminder into a reason to look
Until the summer almost every Bluzat email was a percentage: −20% on everything, the last hours of −20%, a code that expires on Sunday. From September I moved the calendar to editorial sends built around one piece or one idea: a midi dress in detail, how to judge the cut of a set, three ways to wear FW26. The offer is still there when there is one, but it is no longer the headline.
This one is built around a single suit, the belted blazer in dusty pink. Headlines, prices and buttons are live text in the brand’s Montserrat and Nunito Sans, so they still read when an email app blocks images.
Scroll the email. The note follows the section you’re on.
Preheader
The choice in the inbox line
“Sacou cu cordon, în patru culori” sits above the logo, so the first line people see in the inbox already promises a choice, not a discount.
Hero
The atelier, not a studio wall
The hero is an AI scene from the FW26 campaign: the suit in a sewing atelier, a nod to where Bluzat makes its clothes. It fades to white where the headline starts, so image, promise and button share the first screen.
Price
The price before the persuasion
Name, sizes and the old and new price in one outlined row, right under the button. Anyone already sold has everything they need without scrolling.
Detail
Sell the belt, not the suit
One close-up and three numbered lines, all taken from the product page: the adjustable belt, the structured lapel, the wide-leg balance. The fabric content closes the block for the people who check it.
Angles
Front and profile, side by side
Two shop photos at the same size answer the question one photo can’t: how the trousers fall.
Colours
One cut, four colours, one price
The same suit in dusty pink, butter cream, red and black, each tile opening its own product page. A single-product email becomes a choice.
Fit
Answer the size doubt last
The model’s height and size, a link to the size chart, one line on the Bucharest atelier, then the last button.
+96%email revenue per week in September and October, against the summer, from twice as many sends
50%open rate held while the calendar went from under one send a week to almost three
+88%orders from email per week in September and October, against the summer
Results
Four months of campaigns that look like four different shoots
Every Bluzat campaign got a world of its own, with the real garment in every frame, and the newsletter moved from discounts to the clothes.
- Link CTR on Meta rose from 2.6% to 3.2% against the same weeks of 2025, and return on ad spend from 4.1 to 4.3, while the cost of reaching a thousand people doubled
- The customer-review ad for the olive satin set brought 17 purchases at 105 lei each, a third below the account’s 157 lei in September and October
- The shop’s revenue was 13% higher than in the same weeks of 2025, with a 39% higher average order
- Email revenue per week nearly doubled after the switch to editorial sends, and orders from email rose 88%
- 8 campaigns delivered between August and November, 4 formats each
+22%
link CTR on Meta in September and October 2026, against the same weeks of 2025
8 campaigns312 creativesAug to Nov 20264 formats
What I learned: with fashion, the generated part has to disappear. People forgive an invented street. They don’t forgive a different hem.
Questions
Have questions?
How do you keep the garment accurate in an AI image?
The model and the place are generated; the garment is checked against the product photos and corrected by hand until the cut, length and colour match. If it can’t be matched, the frame is dropped.
Why a different world for every campaign?
Because a customer who sees a Bluzat ad every week should be able to tell this week’s offer from last week’s before reading a word.
What did you make for each campaign?
Static ads and carousels in 1:1, 4:5, 9:16 and 16:9, and short video in 4:5 and 9:16.
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