Year
2025
Client
Lacoste*
Category
Fashion
Product Duration
9-10 weeks
Lacoste, a brand known for its legacy of elegance and innovation, launched the AI Media Challenge to push the boundaries of modern fashion storytelling. The brief was clear yet creatively open-ended: use AI tools to conceptualise and design an Instagram campaign that reimagines Lacoste for today’s digital-first, culturally aware audience.
This global initiative invited select creatives and studios to explore how artificial intelligence can become a co-creator in visual identity, storytelling, and campaign design — not to replace designers, but to expand what's possible.
At Just Designs, we saw this as more than just a design challenge — it was a chance to blend Indian street style, global fashion cues, and the power of AI into a bold visual narrative. From generating experimental visuals to crafting fashion-forward storylines, our campaign imagined Lacoste as it might exist in a near-future India: vibrant, expressive, and boundary-breaking.
This was creativity, redefined by code — and culture.
Our visuals featured models seated confidently with crocodiles on their laps — calm, composed, and in full control. These weren’t aggressive beasts, but symbols of power, legacy, and elegance. The crocodile became a metaphor for quiet strength — not worn, but owned. Each image blended high fashion aesthetics with surreal AI-generated environments that felt both luxurious and futuristic.
By placing the crocodile at the center — not as a logo, but as a living presence — we flipped the script. The models didn’t wear Lacoste. They embodied it.
This campaign challenged traditional fashion storytelling. It wasn’t about clothes alone; it was about posture, attitude, and control in a world where identity is fluid and style is instinctive.
Powered by AI. Rooted in culture. Made for the future.
To amplify reach, we’d invite creators, models, and stylists to reinterpret the campaign with their own AI outputs under the hashtag #OwnTheCroc — making it a global, open-source fashion statement.
This isn’t just a speculative design — it’s a campaign that can transform Lacoste’s digital persona, especially in culturally rich and youth-driven markets like India. It invites conversation, showcases creativity, and builds a deeper narrative around the crocodile — not just as a legacy, but as a living identity.
