Sheep Inc unveils AI-based campaign

By

Sandra Halliday

Published
Nov 20, 2023

The industry has been speculating all year about how artificial intelligence (AI) will impact fashion, and one thing that's becoming clear is that it's already having an effect on ad campaigns.

The latest campaign we've heard about that uses AI comes from London-based Sheep Inc. To support the launch of its new The Sheepscape crewneck — which is adorned with an all-over sheep motif — it has unveiled an AI campaign that’s “ a tribute to nature and innovation”.

The company said: “Venturing beyond conventional backdrops, Sheep Inc’s advanced AI campaign locates models indoors, sharing space with their muse — the sheep.  But with a twist: the sheep weren't there. Through an advanced AI approach, they've seamlessly integrated sheep into the shoot.”

And it’s “not just about aesthetics but a potent statement of their commitment to animal welfare. No sheep were disturbed, and by forgoing the complexities of a live shoot, their carbon footprint was kept at a minimum”.

It's something we're likely to see much more of in the future as brands forget about trips to exotic locations and animals used as props – whether for budgetary or ethical reasons.

The new crewneck that this campaign supports comes in blue, green or orange Merino wool, priced at £290, with the company saying it’s “an emblem of Sheep Inc’s dedication to quality and sustainability”.

And it added: “A Sheepscape crewneck isn’t just a piece of clothing, it’s a testament to our core values: innovation, sustainability, and respect for all inhabitants of our planet.

In a statement, co-founders Edzard van der Wyck and Michael Wessely also said: “In the evolving narrative of fashion, we believe in leading with responsibility and imagination. The Sheepscape crewneck and its unique campaign echo our unwavering commitment to balance aesthetics with ethics. It’s a pioneering step towards a future where fashion treads lightly, cares deeply, and still manages to surprise and delight.”