Roucha: Tbilisi Autumn, Augmented

Real streets, real light, one AI model per location. For Roucha’s autumn collection, we paired documentary photoshoots across Tbilisi with AI-generated model wearing the brand’s pieces. Old courtyards, worn facades and low autumn sun set the scene, and each location got its own model, cast to fit the place.

We went for the look of film photography: unretouched, with natural grain, camera noise and the small imperfections you get from a real roll of film. The idea was a campaign that feels found rather than produced. It’s honest and textured, and it’s rooted in the city.

We didn’t stop at a one-off shoot. We set up a custom FLORA workflow for Roucha, so their team can create new on-brand images whenever they need them. The same film look and Tbilisi mood can carry into future drops, lookbooks and social content, with no new production cycle each time.

An AI-augmented autumn campaign shot on real Tbilisi locations

A different AI model at each location, styled in Roucha’s collection

A film-inspired visual language with raw grain and no retouching

A reusable FLORA workflow the client can run on its own