MMUSA x Lacoste

AI Visual Development for Sónar+D

AI-generated visuals developed in collaboration with Summa Agency for Sónar+D, Barcelona.

Overview

A collaborative AI-driven visual project created for Lacoste as part of the MMUSA initiative, produced by Summa Agency.

The work explores the intersection of fashion, technology, and generative imagery, resulting in a series of cinematic visuals presented at Sónar+D Festival, Barcelona.

  • AI Visual Development & Generative Support

    Worked alongside AI artist and director Álvaro De la Herrán, contributing to the development and refinement of AI-generated imagery through prompt design and iterative visual exploration.

    Focused on shaping aesthetic direction, enhancing visual consistency, and supporting the production of high-quality outputs aligned with the creative vision.

  • The visual language blends surreal textures, contemporary fashion aesthetics, and experimental AI techniques to create immersive, cinematic imagery.

    Through iterative prompting and refinement, a cohesive visual identity was developed aligning with Lacoste’s brand while pushing into more conceptual, future-facing territory.

  • The final work was selected and presented at Sónar+D, a globally recognised festival for innovation in creative technology.

    The project formed part of a broader exploration of AI in visual culture, engaging audiences through large-scale digital exhibition.

  • Agency: Summa Branding
    Creative Director: Rafa Soto
    Project Director: Georgina Tegido
    Technology Director: Jordi Matamales Majoral
    Prompts & AI Generation Direction: Álvaro De la Herrán
    AI Assistant: Siena Hartley
    Creative Production: Holy Mountain

Presented at Sónar+D Festival, Barcelona, in collaboration with Summa Agency.

Selected visual explorations developed during the project.

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