joe fresh active

A proactive concept, self-initiated ahead of Joe Fresh's pre-spring activewear push.

Generated using Adobe Firefly, starting from a rough prompt and refined shot by shot until the lighting, backdrop, and mood held consistent across the set:

"Editorial fashion photograph, [pose/action], against warm beige seamless studio backdrop with soft gradient, single warm directional light source from upper camera-left, soft-edged shadows, grainy, sharp focus on face, matte finish, shot on 50mm lens, editorial campaign photography"

Only the pose and action line shifted shot to shot, so the sequence reads as one continuous campaign rather than a handful of disconnected renders. Final retouching and cleanup done in Photoshop.

A full editorial world, art directed entirely through prompting.