Creative Direction for the Summer Sale campaign for Pull&Bear. The digital avatar campaign offers a fresh and dynamic graphic representation of the brand, with an urban and youthful style that celebrates the brand’s values. Through the use of generative AI tools, we created a set of avatars with up-to-date fashion style. Merged later with 3D elements we added details to enrich the look & feel. This innovative campaign, showcased throughout the brand’s platforms (web, app, store screens, newsletters…), highlights Pull&Bear’s commitment to creativity and new technologies in the fashion industry.