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Client
Don’t Believe Everything
Year
2026
Role
Concept · Director · AI
Location
Generated
▶ Play film [Main film · 16:9 · loads on click]
  • 100% AIEvery frame generated
  • Real clothesThe actual collection, worn by generated models
  • WhisperOne message passed from character to character
  • HomepageHero film for the collection launch on the brand’s site

A fashion film where nobody is real except the clothes. Generated models pass one whispered message down the line, “don’t believe everything”, while wearing the brand’s actual collection.

[Still 01 · 4:5]
[Still 02 · 4:5]
[Still 03 · 4:5]
[Frame 04 · full width]
[Frame 05 · 16:9]
[Frame 06 · 16:9]
Shot vs. generatedLabelled under EU AI rules
Shot Only the clothes: the real collection, worn by generated models.
Generated Models, locations, motion, every frame.
Circle size = share of final screen timeConfirmed
Next projectCampaign · Cape Town