LABFRESH’s new campaign “THE FUTURE IS FRESH'' was developed using Midjourney, an AI image generator that enables you to create stunning images from text descriptions, so-called text prompts. 

For cofounder Kasper Brandi, Midjourney is the latest tool in the LABFRESH high-tech toolbox, which – as with LABFRESH’s garment technology – enables the company to both save on the bottom line and the environment. “AI was perfect for this campaign, letting us save a lot of money and CO2 by not having to travel to Curaçao or the Far East to find the perfect beach or tree. I’m also pretty sure our models and photographers appreciate not having to climb 100 feet into the air to get that perfect shot!”

The AI process

So what was the process of working with AI? “We started out thinking that AI is just a tool like any other,” Kasper says. “But in the process, we came to realize that it was important to see Midjourney less as a tool and more as an actual partner in the creative process. Sometimes we would start off with one idea in our heads and then Midjourney would take us in a completely different direction. This meant that it was important to keep an open mind throughout the process, right up until the very last moment when we had to pick out eight images to use from a huge number of possible candidates.”

“AI can do a lot . . . a lot. But we still need to show our real clothes on real people. And LABFRESH remains a company very dedicated to people and community, so we made an early decision to use real-life models and not AI-generated ones. The pictures in the campaign are therefore a combination of AI images and photos of real-life models. This, again, fits perfectly into the overall LABFRESH philosophy: Focusing on technology not for its own sake, but in order to make the world a little better for the living beings that inhabit it – first of all humans, but ultimately also the other living beings we share the planet with.”