Courir: a Parisian day, imagined with AI

This concept brand campaign for Courir follows a cast of characters through an imagined day in Paris. Sneakers connect the scenes, from a quiet street corner to a conversation between friends, grounding the campaign in the way people dress and move through the city.

The process began with AI avatar creation, giving each character a distinct presence. Styling then brought together silhouettes, colours and footwear that felt natural within that world.

Street scouting and art direction shaped the locations, light and framing, balancing candid moments with close-up product compositions.

AI brought these elements into one coherent editorial series, exploring how a retailer’s selection can become part of a recognisable Parisian story.