Her Personal Marathon

For this athletic apparel campaign, we began with Andrea Fremiotti’s library of Iceland photographs. We chose a one-woman marathon for our story because a long run showcases the country’s diverse landscapes.

Next, we built our virtual runner, Margo. For her wardrobe, one of our A.I. agents analyzed the landscapes and helped us choose purposeful colors. For example, Margo’s jacket was inspired by the island’s orange lichen, and it’s the most saturated thing in every frame. We bought apparel and shot it in studio.

Working within a local system, we employed various A.I. models, collaboration with our agents, old-fashioned retouching, and the communication and editing tools in our custom FLO platform to create still images.

Finally, we added the stills to FLO’s custom storyboard and used them as beginning and end points for motion clips.