What was the challenge?
Paris Saint-Germain (PSG), one of the world’s most popular football clubs, needed to unveil their new kits for the 2024/25 season without the availability of their players. The challenge was to create a compelling reveal that maintained the high standards expected by their 180+ million followers.
What action did they take?
PSG employed a combination of AI technologies including LoRA models, Midjourney, Stable Diffusion, IP Adapter for creative direction, and tools like Magnific, Topaz for image upscaling, along with Photoshop for final edits. This approach allowed for the entire photoshoot to be AI-generated, replicating player likenesses and kit details with high precision.
What were the results?
The AI-generated photoshoot was executed flawlessly, with most fans and viewers unaware that the images were not traditionally photographed. This innovative approach addressed the logistical challenges of unavailable players and tight schedules, successfully launching the new kits within a four-week timeframe.
What marketing lessons can we learn?
- Innovation Under Constraint: Using AI to overcome logistical challenges can lead to creative and successful marketing solutions.
- Quality in AI Execution: Advanced AI can produce high-quality, realistic marketing materials that meet consumer expectations.
- Efficiency and Speed: AI technologies can significantly condense production timelines, providing agility in marketing strategies.
Conclusion
PSG’s AI-generated kit photoshoot showcases how AI can revolutionize content creation in sports marketing, turning logistical limitations into opportunities for innovation. This case study exemplifies the potential of AI to maintain brand engagement and introduce new products in challenging scenarios.
In summary, Fabien Allègre, the club’s Chief Brand Officer, stated that since 2011, PSG has been executing a strategy to establish itself as a club for the new generation.
