Amorepacific Creatives -

Summary

We aimed to systematically enhance the content of the Amore Sale Festa using AI to attract customers’ attention and maximize event participation. While we expected improved efficiency through the automation of certain tasks, overall productivity gains were limited due to a lack of advanced AI proficiency. Nevertheless, this project provided valuable insight into the importance of actively integrating AI into our workflow. It also highlighted that achieving meaningful improvement will require additional time and effort to fully adopt and utilize AI as a core part of our operations.

STEP 01.
Deriving the Main Concept with
ChatGPT and Amore Sale Festa

While preparing for the 2024 Amore Sale Festa, we developed the main concept through conversations with ChatGPT. Based on the ideas and outputs from these discussions, we refined and expanded our concepts, ultimately establishing the final theme and key visual keywords.

STEP 02.
Amore Sale Festa Main
Visual Development

Using the main graphic keyword #Snowman, we developed various seed images with Midjourney and Firefly, and incorporated them into the main visuals. Although we attempted to design the initial composition using AI, we encountered challenges as the generated images did not fully align with our intended creative direction.

Due to scheduling constraints, we were unable to dedicate sufficient time to AI learning and application, so the main visuals were ultimately designed manually. While AI has the potential to be an excellent creative tool when used effectively, this project reinforced that mastering it requires significant time, study, and hands-on experience.

▲ Amore Sale Festa Main Visual

STEP 03.
Collaboration Merchandise Content
Development: Styled Cuts

We created reference images for the Amore Sale Festa x Wicked collaboration merchandise using Midjourney, which were then used to guide the photo shoot. Rather than searching aimlessly for existing images, we generated visuals that captured the desired mood directly, enabling faster and more efficient communication throughout the process.

Butterfly Gua Sha

Eye Makeup Brush

Sponge

Wax Tablet

We initially aimed to create styled cut images using Midjourney without conducting an actual photoshoot. However, when compositing AI-generated images with real products, we encountered issues such as product shape distortion and blurred text areas. As a result, we used the AI-generated images as references and proceeded with an actual styled shoot instead.

STEP 04.
Collaboration Merchandise Content
Development: Detail Page

We created the detail pages for the collaboration merchandise using Photoshop, Midjourney, and ChatGPT. Leveraging AI allowed us to design the detail pages more efficiently and with improved consistency.

We attempted to create a usage cut of the Butterfly Gua Sha with Midjourney by first generating an AI model for Amore Basic and then compositing the gua sha tool into the image. Our goal was to produce a soft and natural image of the tool being used on the face; however, the gua sha often adhered awkwardly to the skin or transformed into a different shape entirely. As a result, we replaced the usage cuts with illustrated alternatives.

During the process of creating the usage cuts, we also explored character generation using AI and discovered that adding the keyword “K-POP” in the prompt tends to produce Korean-style visuals.

STEP 05.
Collaboration Merchandise Content
Development: Video Content

We expanded and edited the styled cuts in Photoshop, added motion using Runway, and developed video content that amplifies the magical atmosphere of Wicked. The finalized videos will be used as short-form content on Amore Mall’s social media channels to promote the collaboration merchandise.