PARC.

Created for PARC, a custom furniture design studio in NYC, this AI-generated campaign explores how design, fabrication and advertising can come together before a traditional production ever begins.

The series uses a single green chair as the anchor, showing it across clean product imagery, styled environments, lifestyle moments and close-up material details. The objective was to make the piece feel both practical and imagined: something you can understand as furniture, but also feel as part of a larger visual world.

In producing an AI campaign, consistency is paramount. The chair needed to remain recognizable in every frame: its colour, shape, upholstery, channel detailing, scale and ottoman all had to stay unified. The same applied to the talent, whose features, styling and mood needed to carry through the series.

AI brought major efficiency to the campaign by allowing the talent, sets and scenarios to be generated without the logistics of casting, location, wardrobe, set builds and multiple shoot days. But the real value came from creative control.

With AI, the easiest mistake is going too far. The key is restraint: knowing exactly what to prompt, what to preserve and what to leave out. A successful AI campaign is not about showing everything possible. It is about building a cohesive visual direction that feels intentional, polished and believable.

Ai Artistry by Mike Rybinski
Produced by Sting Inc.