For Engelhorn’s launch at GRIDX, agency Neon Internet produced a fully AI-generated fashion campaign — no cameras, no traditional shoot, just 20,000 generated assets and six local faces.
When Engelhorn opened its doors at GRIDX in Luxembourg, it did so with a campaign unlike any other in the country: six local ambassadors, zero shootings, and over 20,000 AI-generated assets produced by agency Neon Internet using its homegrown platform, LetzAI.
The idea was both a bold launch statement and a strategic bet. “It was a strong way to introduce a new direction, while also positioning us as a forward-thinking and modern company,” says Nina Kaverzneva, Marketing & Event Coordinator at GRIDX Engelhorn. “It marked the beginning of exploring how AI can become part of our long-term marketing approach.”
On the technical side, the production relied on a stack of cutting-edge generative models. Misch Strotz, co-founder of Neon Internet and LetzAI, details the process: “To create the images and AI twins of our actors Anna & Xenia Katina, Luc Schiltz, Sophie Mousel, Delphine Weiss and Noah Bach, we used Google’s Nano Banana Pro image model. To animate, we used a mix of Google’s VEO 3.1 and Kling V3.” Final outputs were upscaled, polished in Photoshop and edited in Adobe Premiere — standard post-production, extraordinary source material. The only non-AI element? A soundtrack by Christophe Strotz from Linster Studios.
Of 20,000 generated assets, only a handful made it to Engelhorn’s social media and out-of-home campaigns. The curation process was as much human as it was technical. “Trust matters more than tech,” says Strotz. “When working with real actors, it’s very important that they feel well represented.” Ambassadors reviewed around 100 images each — most others were discarded because a product placement felt off or a likeness wasn’t faithful enough. Kaverzneva echoes this care: “Transparency and trust were key from the beginning. Their agreement was essential.”
The campaign signals a broader shift. “The age of the camera as the preferred medium for fictional content is coming to an end very rapidly,” Strotz says, adding that the studio is currently working with Hollywood partners who confirm the same trend. Yet both sides are clear that AI amplifies rather than replaces human judgment. “AI works best when combined with human creativity,” concludes Kaverzneva. “It is a powerful tool to support ideas, improve efficiency, and bring fresh ways of expressing a brand’s identity.”
