Old spice
Old Spice has long stood for boldness, unpredictability, and confidence. For this AI-driven spec series, I wanted to explore how the Swagger scent line could evolve into a high-concept, surreal visual campaign that pushes this spirit even further. The campaign imagines swaggered–up cowboys riding wild, unexpected creatures. No matter where you are or what you’re up against, with Old Spice Swagger, you’re Smell Ready for Everything (and Anything).
visual style
Using generative AI tools and Photoshop, I’ve developed a bold series of surreal, photorealistic visuals grounded in Old Spice's iconic voice. This AI-generated spec campaign expands on one of Old Spice's trademark slogans, "Smell Ready for Everything," and positions Swagger as the ultimate scent for out-of-the-ordinary freshness.
