Cerruti
We conceived a fully AI-driven campaign for Cerruti centered on the intrinsic qualities of their fabrics. Every visual was built from the ground up, accentuating texture, drape and depth a creative approach no one else is doing.
Cerruti: Texture Elevated
Challenge
Cerruti, a storied textile house rooted in Biella and known for innovation in fabric manufacturing, tasked us with a bold goal: communicate the distinctive sensory qualities of their materials softness, weave definition, hand-feel via a visual system that pushes beyond conventional imagery.
In fashion and textiles, it's easy to talk about “luxury,” but much harder to make it perceptible through images. The brief required us to shift the emphasis: less lifestyle, more material presence. We needed visuals that would make designers, buyers, and collaborators feel the weave, see the texture depth, sense the drape all through digital media. And we wanted to do this with full creative freedom, without constraints of studio logistics.
Worlds Woven by AI
We designed a custom AI production pipeline trained specifically on Cerruti’s visual DNA. Using generative models, we created dreamlike environments composed entirely of fabric textures and forms. Within these worlds, we introduced illustrated characters drawn with minimalist precision moving through waves of woven structures, folds, and fibers.
When Fabric Becomes a World
The final imagery redefined how Cerruti communicates material quality. Each scene transforms fabric into space, narrative, and emotion. The campaign captured strong engagement among designers and brand partners, positioning Cerruti as an innovator in textile storytelling where materiality and imagination coexist in perfect harmony.
AI as a New Dimension of Material Design
This project marks a shift in how luxury textiles are visualized. By merging generative AI with artistic direction, Cerruti turned its fabrics into immersive worlds that can be felt through sight alone. It’s not communication it’s material research in motion, proving that innovation can be as emotional as it is technological.
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