HONMA GOLF _Who Am Ai?
Honma Golf, 2019 AW, "Who am AI? campaign - Hakuhodo Gravity team was responsible for creative direction, planning, media buying and project managemeent. The client request was to show as many body counts as possible with various models wearing coordinated apparel for the new season. We were also asked to change the old image that Honma Golf was associated with in order to raise awareness among young target people. We planned an AI LOOK BOOK in which fictional "non-existent models" generated by AI wore coordinated outfits. A special site was developed in which no one model appeared in the same outfit for an almost infinite number of times as you scrolled through the site, as well as an OOH to reveal the story about the non-existent models. The book was featured on NHK (Good Morning Japan) and other TV programs, as well as in several newspapers including the morning edition of the Nikkei Shimbun, and was actively shared on the web and SNS.