The Refreshment Club leaned into AI to digitally reconstruct the piece in time for the launch campaign.Lebanon’s Elie Saab has entered the Indian bridal market with a launch campaign brought to life by creative agency The Refreshment Club, which recently launched its MENA hub with an office in Dubai.
The campaign’s objective was to create a buzz around the brand’s debut in the market. It was centred on a unique Rani Pink bridal piece, positioning the brand as a serious and relevant player for Indian brides.
This campaign hinged on speed, innovation and impact, but faced a challenge at the time of campaign creation because the Rani Pink bridal piece that was central to the campaign was not available until a day before the launch.
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Through AI production, The Refreshment Club recreated the gown with more than 100,000 beads so it could appear in the film in time.
The Refreshment Club built datasets in Paris from an existing showroom piece, and in Beirut from the Elie Saab collection office, which supplied bead references and colour palettes. These were combined to digitally reconstruct the piece.
From there, the agency designed the casting, styling, locations and aesthetic of the film in line with the client’s brief.
The use of AI was significant. In luxury fashion, pieces are can be completed hours before a runway or major event. Traditional content production rarely fits that timeline. AI offers a solution by working with datasets, materials, and references to build campaigns that would otherwise be impossible.
The campaign did not intend to replace film or photography, but instead focused on solving long-standing production challenges in fashion.
The campaign, which is running in Lebanon, India and France will run for a period of one month, with the success being measured through sales generated from the launch campaign, which also aims to build a foundation for long-term brand growth in the region.
It targeted women between 20 and 35 years old, with high disposable income and a strong affinity for luxury fashion and bridal wear.
The film premiered across Elie Saab’s owned social media channels. It was also featured by Vogue India and anchored the brand’s dedicated launch event.
CREDITS:
Client: Elie Saab
Creative & Production Agency: The Refreshment Club.
Director: Mauricio Sierra and Onur Kece.
AI Strategist: Onur Kece.
Art Direction: Michelle Van Eyssen.
Stylist: Alix Petit.
Account Management: Hélène Devred.
Sound Design: Mauricio Sierra.
Post-Production & Grading: Mauricio Sierra.
