The Peruvian responsible fashion brand Höseg ensures that nature inspires, but also defines its identity. So much so that it has made it, thanks to artificial intelligence, the face of its new advertising campaign, worked together with the creative agency TBWA Perú.

The creative concept is based on pareidolia, the psychological phenomenon by which people recognize something familiar in an object or other elements, such as faces or animals, the result of the brain’s tendency to associate unstructured shapes with other recognizable ones stored in memory.

Thus, it has converted five natural formations from countries in which the brand operates into models for its campaign. Applying artificial intelligence, it has transformed the Piedra del Inidio (Chile), The Old Man of the Mountain (United States), the Face of Harákmbut (Peru), the Face of Marcahuasi (Peru) and the Face of the Inca (Peru), into the appearance of human models to promote its outdoor sports clothing.

“That very human ability to recognize ourselves in nature was the starting point of this collection. Here, the models are not born from a trend or from a traditional casting. They are born from the same nature: from mountains, stones and landscapes that, sculpted by time, reveal faces“, they comment from Höseg through LinkedIin. “Real faces, formed by years of history, that today become the face of our brand. It’s not just inspiration; is to let nature take center stage”.

The images created from artificial intelligence star in the campaign graphics, which are executed on social networks, digital platforms, press, outdoor advertising and brand points of sale. Additionally, as part of the strategy, a digital experience has been created to turn pareidolia into an ally of sales.

An online simulator has been developed that allows consumers to compare their face with that of natural formations and obtain exclusive discounts in return. Users can choose between the five natural enclaves, upload or take a photo, compare their similarities and receive discounts of up to 50% based on similarity. The simulator can also be used in selected stores.

“This campaign is not just about selling clothes, but about connecting with our identity through technology and purpose” commented Patrick Sznak, Co-Founder of Höseg, via LinkedIn. “From my perspective in retail, real growth comes from generating experiences that go beyond a sale.”.