AI Fashion Commercial for Ash & Erie — Paying Twice

I created a fully AI-produced performance commercial for Ash & Erie, a menswear brand specializing in clothing designed for men 5'8" and under.

Starting from a supplied creative brief, I developed the visual production workflow from storyboard and campaign structure through reusable character and product references, AI-generated footage, motion graphics, editing, and multi-format delivery.

The campaign was built around three different opening hooks, each leading into the same core story and product message.

The creative structure was designed to test three different ways into the same campaign idea:

The Tally — a graphic opening built around the repeated time and cost of tailoring.

The Question — tailoring footage paired with the direct message: “Why pay for pants twice?”

The Bag — a doorstep delivery sequence introducing Ash & Erie as the easier alternative.

Each hook then moves into the same core story: discovering clothing designed specifically for shorter men, putting it on immediately, and removing the need for repeated tailoring and waiting.

A major production challenge was maintaining continuity across independently generated shots.

Instead of rebuilding the character and products for every scene, I created a reusable reference system for identity, wardrobe, clothing details, and branded elements.

The same approach was used for the clothing. Product references were developed separately so garment shape, wash, construction details, and branding could remain recognizable across fashion, lifestyle, delivery, and tailoring scenes.

Each shot was developed around a specific visual and motion objective rather than treated as an isolated generation.

I designed shot-specific animation prompts and reference workflows with particular attention to natural body mechanics, hand interaction, fabric weight, clothing movement, object handling, camera behavior, and continuity between shots.

Generations with unstable identity, inconsistent wardrobe, weak hand interaction, or unrealistic movement were refined or replaced before entering the final edit.

I edited the final commercial in Adobe Premiere Pro, refining pacing, transitions, framing, timing, and visual hierarchy around the performance-ad structure.

I also developed the on-screen typography and graphic treatments so the messaging remained clear, fast to understand, and visually aligned with the Ash & Erie brand.

The campaign was developed first in 9:16 and then adapted for 4:5 and 16:9 delivery.

This required more than simply cropping the vertical master. Framing, subject scale, typography placement, safe areas, and composition were adjusted for each aspect ratio so the key actions and messaging remained clear across different placements.

The completed project combines traditional commercial direction, editing, and visual storytelling with a fully generative production workflow.

The result is a multi-format fashion campaign produced without a conventional live-action shoot while maintaining consistent characters, products, branded elements, and a coherent visual language across the campaign.