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A 25-second UGC-style jewellery ad built around a relatable styling moment — when an outfit feels like it’s missing one final detail. The concept uses a natural creator-led storyline to introduce ÉLANE’s jewellery as the finishing touch, combining lifestyle visuals, product close-ups, and an effortless fashion aesthetic.
Concept project · UGC Content Creation
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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AI didn't take my job. It became my business partner.
Every designer I know is asking the same question right now: what's left for us when AI can make something pretty in 10 seconds?
Here's my honest answer, from branding and from product.
The way I work has completely changed. Moodboards, variations, mockups, even clickable prototypes: what used to take days now takes hours.
But here's what nobody says out loud: people are making a lot of pretty things. And pretty doesn't build a brand.
Pretty doesn't tell a stranger why they should trust you.
Pretty doesn't make your offer clear in 5 seconds.
Pretty doesn't fix the screen where users give up.
That part is still on me. It's actually most of my job now.
So I stopped seeing AI as a competitor. It does the drafts, I do the thinking, and my clients get both, faster.
Designers, how has AI changed the way you work this year?
Wonderful presentation and I like your thought you shared
A cinematic AI fashion film with retro tennis aesthetics, controlled camera movement, and slow-motion object choreography.
Retro tennis + slow-motion object choreography is a strong brief for AI fashion — the sport aesthetic gives the camera language structure so it doesn’t feel like generic runway slop.
Cool AI work
For me, it’s cultural context. AI can generate references, but it can’t fully replicate lived experience. As a South African creative, so much of my work relies on instinct, memory, language and the nuances of how we actually experience our culture.
When I’m reimagining iconic...