AI-Generated Concept Development
The team used AI tools to create a demo video and initial visuals of the surreal desert tennis environment. This included designing the Sahara Desert backdrop, tennis courts, and dynamic lighting to achieve a hyper-realistic yet dreamlike aesthetic.
AI-generated B-roll footage was created to complement the main visuals, ensuring a cohesive and immersive narrative.

Celebrity Photoshoot in Hong Kong
The four celebrities were flown to Hong Kong for a photoshoot. The team captured high-quality images of the celebrities in tennis-themed poses and outfits, ensuring alignment with the AI-generated environment.
The shoot was designed to be interactive and fun, allowing the celebrities to engage with the concept and share their experiences on social media, boosting pre-campaign buzz.

Post-Production and AI Integration
The captured photos were retouched and seamlessly integrated into the AI-generated desert scenes. Advanced photo manipulation techniques were used to blend the real-life images with the surreal environment, creating a cohesive and visually stunning result.
The AI-generated B-roll footage was edited into the final campaign video, adding depth and dynamism to the narrative.

Desert-Themed Visual Merchandising
To extend the campaign’s impact, Lacoste stores in the region were adorned with desert-themed visual merchandising. This included window displays, in-store decorations, and promotional materials that echoed the campaign’s surreal aesthetic.