Baggu Case Study

Generative AI / Art Direction / Concept Development

A self-initiated campaign concept exploring the everyday versatility of BAGGU's iconic “I ❤️ NY” reusable bag. Developed through AI-assisted image creation and art direction, the project imagines two distinctly New York moments: a neighborhood bodega run and an afternoon at the laundromat.

Each series focuses on creating cohesive, photorealistic imagery through thoughtful composition, natural styling, and consistent product representation. The imagery was then adapted into branded campaign assets, combining AI-assisted design exploration with hands-on refinement of typography, composition, and layout.

The goal was to capture the spontaneity and personality of everyday city life while maintaining the visual quality and creative consistency of a traditional commercial photoshoot.