Columbia Sportswear | Ideation & Character Concept: "Death Wishes"

The Brief As part of the initial creative bid for Columbia, we helped visualise a provocative new concept for the lovely creative team at adam&eveDDB: the "Death Wishes" jacket - gear so durable it is legally guaranteed to outlast its owner.

The Innovation: AI as a direct-to-production blueprint to help the client "see" the potential of a comically dark campaign, I led a rapid-visualing phase using Generative AI.

This AI ideation was instrumental in securing stakeholder buy-in and defining the aesthetic direction of the campaign. By visualising the "absurdity" of the concept early on, we provided a clear roadmap for the final production. The campaign recently went live globally, featuring the "Last Will & Testament" jacket lining and the Reaper character we helped conceptualise - a perfect example of how AI can bridge the gap between a bold idea and a greenlit, real-world success.