AI catalog, concept and campaign images: differences and uses
What each format should accomplish and which visual rules to share across AI fashion catalogs, concept images and campaigns.
DELFI ·
ai fashion catalogueai fashion campaignai ecommerce photosdelfiai virtual talent
Cover image: production by DELFI for Liverpool.
Catalog, concept and campaign images can share an identity while answering different questions. This guide explains each format’s role and what should remain consistent before assigning pieces in a production matrix.
Catalog: support the purchase
The main view identifies product, color and silhouette. Front, back and detail views answer different questions. Video adds movement information where relevant. The set needs to work on product pages, categories and mobile crops.
To record these decisions in a working document, use AI production matrix: from fashion catalog to campaign.
Concept: explore a direction
Setting, acting and composition help evaluate an idea. A concept image does not certify that every garment or view is ready to publish; product review remains necessary.
Campaign: build a message
A campaign organizes looks and protagonists around a brand idea. Define dedicated compositions and adaptations in the brief. Do not assume a crop of a catalog photo is sufficient for every format.
Shared decisions and channel-specific decisions
Fix attributes that cannot change: color, print, logo, length and finishes. Agree on what can be explored: settings, energy, poses and narrative. Then assign each asset its objective, product, format and approver.
DELFI coordinates virtual talent, direction and production with human review. Continuity means maintaining clear rules across different deliverables, not repeating one photo.
One look, several deliverables
- SKU and product rules:
- Catalog: buying question and views.
- Concept: setting and creative freedom.
- Campaign: message and compositions.
- Video: movement and continuity.
- Adaptation: crop or new production.
Identify reusable files and those requiring separate production.
Continue reading
- How to prepare a brief for an AI fashion campaign
- AI Videos for Fashion E-commerce: How to Produce Premium Assets Without Losing Consistency
Your next collection
DELFI maintains a virtual identity across formats without asking every asset to do the same job. Each piece responds to a different commercial moment.
What product do you want to promote, and what does its shopper need to see? Use that answer to agree the talent, usage and production scope.