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'AI helps creativity transcend boundaries’
Updated On: 26 July, 2024 12:40 PM IST | Mumbai | Anadya Narain
Abhishek Golecha, who imagines and visualises creatives for fashion brands, feels that using AI smartly can increase an artist’s innovation
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Model dressed in ethnic wear, posing in a city street in an AI fashion editorial titled ‘Street Safari’; (right) Abhishek’s vision for an editorial campaign for Tom Ford, featuring a Punjabi model posing in the polar region made using AI
AI is exerting a growing influence across various domains, fashion included, where we’re seeing the gradual merging of creativity with technology. One innovator making significant strides in this space is Abhishek Golecha, a director and photographer known for his work on advertising campaigns for top brands such as Skechers, Adidas, Lenskart, and more. What sets him apart is his additional role as an AI artist, adding a unique dimension to his portfolio.
“Technology has always fascinated me, and as AI began to gain prominence, I naturally gravitated towards it,” Golecha reflects on his initial introduction to the technology. “It began as an experimental hobby for me.” With a passion for fashion and photography, he discovered this fresh avenue to channel his creativity.
Golecha’s AI art became the creative force for Sonakshi Sinha’s her press-on nail brand in 2023, SOEZI. His AI-generated visuals have defined the brand’s aesthetic, setting it apart and making a distinct impact in the market. In the campaign images, models posed with press-on nails under exquisite lighting and makeup. The lifelike appearance of the models showcases Abhishek’s talent, blurring the lines between reality and artificiality.
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