Valentina Maccioni

Valentina Maccioni

Colombia Originals

An AI-driven campaign exploring Adidas Originals as a symbol of Colombia’s urban culture. Final project for Founderz Business School master’s in AI for Creative Industries 2025.

Services

AI Art Direction, Art Direction

Team

Personal Project

Client

Adidas Original

Overview

Colombia Originals is an advertising personal project exploring the integration of generative AI throughout the entire creative process, from strategic research to final production. The campaign imagines the launch of a new Adidas Originals model designed to become a symbol of cultural belonging, reinforcing the historic connection between the brand and Colombia’s urban culture.

Concept

The initial idea emerged from observing the widespread presence of Adidas Originals within Colombia’s urban and nightlife environments, where the product already naturally functions as a cultural and identity symbol.

The research highlighted the opportunity to transform the product into a cultural statement: a symbol capable of speaking from Colombia and for Colombia.

From this insight, I developed a creative direction deeply rooted in the local landscape, structured around a storytelling approach inspired by the “hero’s journey” and focused on conveying a strong sense of belonging. The art direction is a visual tribute to Colombia’s street, represented through the language of tableaux vivants. The project includes a 40-second commercial film and a series of UGC-inspired visual content pieces based on Colombia’s urban salsa scene, created for the brand’s digital channels.

Workflow

The film design process can be summarized in the following phases:

Using GPT-based tools, I developed the narrative concept, wrote the commercial script, and created the storyboard.

I designed a dedicated prompt framework for Magnific AI’s Nano Banana Pro, focused on defining the campaign’s photographic direction through visual tone, lighting, textures, cinematic language, and urban atmosphere. Using this system, I generated the campaign keyframes based on the storyboard sequences.

I then developed a second prompt framework for Kling 2.5 on Magnific Space, specifically tailored for video generation, to produce animated clips aligned with the established creative direction.

The voice-over was developed in a manifesto style, combining a GPT-generated script with audio production in ElevenLabs, ensuring consistency with both the campaign’s conceptual vision and the storyboard’s narrative rhythm.

Finally, the generated clips, soundtrack, and voice-over were assembled during post-production to create the final 40-second commercial.