MALU BORGES &
ALLA BRULETOVA
CASE STUDY:
[MIXED MEDIA / CGI INFLUENCERS]
ROLE:
HEAD OF CREATIVE
(@ why.cgi)
IDEATION, VISUAL DIRECTION
MALU
BORGES
Working with Malu Borges, we built on her established fashion try-on format and extended it into something visually impossible. We designed a dress that appeared physically real but could never exist. The success of the piece depended entirely on maintaining that illusion within her world.
DESIGNING THE IMPOSSIBLE
To reinforce the illusion, we expanded beyond the main video by generating additional imagery showing the dress in multiple contexts. This anchored the idea and made it feel like a genuine part of her content universe rather than a one-off visual trick.
IMPACT
The piece generated millions of engagements, hundreds of thousands of likes, and led to an ongoing collaboration.
ALLA
BRULETOVA
Working with Alla, whose content orbits luxury cars and playful internet culture, we developed concepts that expanded the visual universe she had already built. One played on the viral 'Is it cake?' format, revealing a Lamborghini made of cake. Another explored a series in which she trashed her car.
EXTENDING THE NARRATIVE
After Alla's potato dress went viral at Paris Fashion Week, we created a series of AI-generated visuals that expanded the story behind the look. The images placed the dress in new environments and editorial moments, extending her world while preserving the accuracy of the garment and her appearance.