Overview

This project started with a single product photo of Patagonia’s classic navy fleece. From that single source image, I wanted to explore how far I could take one item, from basic e-commerce assets to a full brand story told through AI-generated imagery.

Ecommerce Production

I began by generating a series of clean studio e-commerce images where the fleece was placed on different models and lighting setups. These shots were designed to feel like what you’d find in a professional retail catalog, sharp, consistent, and product-focused.

Lifestyle Production

Once the base visuals were established, I shifted to more lifestyle-oriented scenes. The goal here was to imagine how Patagonia might visually communicate the fleece’s real-world purpose, rugged, natural, and effortlessly functional. The results included models wearing the fleece in mountain settings, hiking paths, and camp environments, each one grounded in the kind of storytelling Patagonia is known for.

Campaign / Advertizing Production

Finally, I expanded into campaign-style compositions. These images carried more emotion and narrative: wide mountain landscapes, soft light, and human presence at scale. This stage wasn’t just about showing the product anymore, it was about evoking Patagonia’s ethos of exploration and connection to nature.

Outcome

The final visuals ranged from functional product images to emotionally charged campaign concepts, all connected by the same consistent look and tone. It’s a demonstration of how AI can support brands in scaling creative output while keeping storytelling intact.