What started in Germany has long since become a worldwide success story. New Yorker is much more than a fashion retailer-the brand is a cultural clock, trend engine and companion of entire generations. With store openings all over the world, constantly new collections and sponsorships-from festivals to the “Icon League”-New York repeatedly proves its relevance in the living environment of their young buyers.
In addition to new record numbers and over 25,000 employees: Inside who work on this success every day, New York also sets an architectural sign: The construction of the new company headquarters according to the plans of Hadi Tehrani marks the next milestone in the company’s history. It should not only become a world of work, creative stroke and symbol of international radiance, but also a manifesto for the future viability of a brand that is constantly being reinvented.
Intermate defines the use of generative AI
Jonas Gnauck, board member of New York and long-time closer companion of the deceased owner Friedrich Knapp, now also sets an innovative sign in marketing in order to stage the brand success creatively and future-oriented: In the new New York commercial, Berlin’s social and influencer agency Intermate shows what happens when generative AI consistently builds on one another Storytelling is used. The difference is in demand: Instead of mere effects, it creates a coherent, emotional narrative.
The basis for this forms a deep understanding of highly specialized tool stacks in the world of generative AI – and above all their combined use. This made it possible to solve the following challenges in this New York spot: analysis and transmission of voice profiles and vocal melodies for precise AI-Voice-overs, mirroring real people as well as consistently, visually pulled visual phenomena and a differentiated use of various AI models-from the presentation of large scenarios to the optimization of fine lip-sync sequences.
At Intermate, a specially established AI content lead is responsible for the area gene AI.
New ways of working in AI production
With this new form of production, not only the technology is changing, but the entire working method of an agency:
- From the linear to the iterative process: Instead of clear phases such as concept, production and post -production, continuous creation loops with constant reorganizations.
- Role shift: creative and editor: Inside become AI-Prompt-Expert: Inside and are an integral part of the storytelling as a co-creator.
- Technological know -how in the creative area: model strengths and weaknesses must already be taken into account in ideas development.
- New involvement of customers: Interior: Adjustments often mean the complete new position of a scene – this requires closer, common decision -making processes.
- Quality assurance as a permanent task: consistency, details and brand worlds must be checked in every iteration.
- Blurring the disciplines: Creation, production and post -production merge into a continuous creative river.
- More creativity under uncertainty: Unexpected results can be an obstacle or source of inspiration – flexibility becomes a key competence.
Dress for the Moment – And The Future
The AI spot that intermate has created for New York impressively shows what the future of storytelling looks like in times of gene AI: courageous, visionary and creative limitless-and in the end also amazingly human, both in the creation and in the result.