Schwelle
AI-generated models, from casting to campaign, for a fashion brand born from Berlin nights.
- Role
- AI casting, art direction & local pipeline
- Year
- 2026
- Stack
- ComfyUI · SDXL · OneTrainer · diffusers · Python
- Context
- The real subject: bringing fully generated models to life, believable and recognisable from one image to the next. The playground: Schwelle (German for “threshold”), a fictional fashion brand, matte black, no logo.
- What I did
- A casting of eight profiles, two faces with comp cards, features consistent from image to image. Around them: the V-01 jacket, the campaign, the studio, UGC. All local (ComfyUI, SDXL, OneTrainer).
- Outcome
- In two days, two faces and a complete brand, from casting to campaign. Faces, garment and price are fictional.
The process
A generated casting
It all starts with a casting: I generate eight profiles and keep two, Amara Voss and Kasimir Lund, the two sides of the threshold. Each has an agency comp card, a backstory, passions and measurements. Fixed seeds keep their faces consistent from one image to the next. Both are fictional characters.
The launch campaign
Concrete, raking light, night. The Instagram plan has nine posts over three weeks, alternating worn shots (4:5) and details (1:1). The voice is dry: no emoji, no hashtags in the caption, and one recurring sign-off, “— au seuil.”
Studio and product page
For the e-commerce page, I shoot a studio series on a black background. Two automated passes, which I scripted, refine the renders: a realism pass and a face-and-eyes touch-up. The back seam stays readable in every shot.
UGC: worn by real people
The opposite of the editorial: a “phone photo” series with mirror selfies, coffee in hand, ordinary daylight and off-kilter framing. The captions are written in a customer's voice, in lowercase, with no marketing vocabulary. They are meant for Stories and seeding.
The brand: a threshold, not a logo
The name comes from the door-selection ritual of clubs, in or out, without ever naming a venue. I check its availability (German and international trademarks, domains, social handles) and have the concept audited from two angles, business and cultural credibility. Then the signature: a vertical scar seam on the back, the one part of the body you never see yourself.
What they wear: V-01 · NAHT
A jacket rather than a T-shirt, because it has real structural seams: the signature does a job instead of decorating. Matte black waxed cotton that doesn't catch the light, stand-up collar, zip, gunmetal hardware. I write the spec sheet for a workshop and price it against the scene's references.
