Sand Gets Everywhere showcased Born Outside’s range of sand-coloured sneakers by reminding its beach-going audience that sand has an annoying habit of turning up in both expected and unexpected places. A humorous twist on a familiar cliché.

The artwork was created using AI, which made the idea faster to execute. But the success of the visuals still depended on a traditional creative process, from concept development and mood-boarding through to art direction and retouching.

Tempo is a classic silhouette inspired by running sneakers, with one vital difference: these runners ain’t for running.

We subverted the running track to create an offbeat launch campaign that celebrated the brand’s quietly rebellious personality, developing a suite of assets depicting pretty much everything but running.

The process involved exploring multiple scenarios, but AI video technology was still at a point where some ideas simply couldn’t make the leap from a heavily retouched still image to a convincing short film.

Many ideas were dropped along the way, while others worked almost immediately. One of those was the line-painting reel, which went on to receive more than 100,000 views on Instagram.

Ritmo was my first campaign after finalising Born Outside’s refreshed identity. It marked a huge leap from the brand’s previous content and established a new standard of creative production. It was also our first exploration of AI image creation, a test of whether we could produce premium content that expressed the brand’s new attitude without sacrificing luxurious detail or product likeness.

The brown-paper suit was inspired by the crinkled nylon used within the silhouette, with the styling developed to reflect the brand’s distinctive taste. The paper bag worn over the model’s head added intrigue while reflecting our decision not to use AI-generated faces in the campaign.