Bol Fashion Campaign
- Client
- bol
- Agency
- studio.bol & Studio Zakmes
- Role
- Creative Technologist
- Year
- 2026
Overview
None of these photos was ever shot. For bol’s new fashion campaign, Sander (from Studio Zakmes) and I replaced the studio shoot with a digital system we designed from scratch. Real models became digital twins, styled and placed in bol’s world image by image. We built a multi-part system that keeps the AI in check and the human in control. And this is how we did it.
Building the model
Everything starts with real people. Models gave their consent to be digitised, and their rights were bought out. From there we built digital twins that stay true to who they are, from face to posture. A custom posing system lets us direct each twin the way you’d direct someone on set. Nothing moves to the next step without a GO.
Dressing the model
Fashion only sells when the clothes are right: fit, fabric, fold, colour. Every garment is dressed onto the twin and checked against the real product. This is where Sander’s eye for art and photography leads, judging drape and styling the way a stylist would on a shoot.
Placing the model
The final step puts the dressed model into bol’s branded studio world, with light, shadow and lens matching from shot to shot. Each image is then finished with AI-assisted manual retouching. Generation gets you most of the way, and craft takes it the rest.
Sander and Fabian made a pipeline that behaves like a production crew, with clear roles, approvals at every step and repeatable quality. The philosophy is simple: never shot, still made by people.
