Scan the QR code to view more image process and development. My Instagram page includes behind the scenes footage, timelapse’s, and videography content.
Ralph Lauren and The Sandbox have collaborated to create a gaming masterpiece. The aim of this collaboration is for Ralph Lauren to reach a new, younger consumer known as Generation Z (the gaming generation). In this instance, Ralph Lauren is connecting with this cohort of consumers through an immersive virtual experience, the game is populated with the brands assets and users can continue living the brands dream by interacting with the lifestyle virtually.
My vision is that users will create a personal account and ‘Log In’ to The Virtual Escape game, once an account has been made the user will be able to customise their avatar and explore the world all under the Ralph Lauren label.
When choosing a name, it seemed fitting for me to experiment with an AI chatbot (chat GPT) and ask the technology to suggest names for the Ralph Lauren virtual world I am inventing. I gave the platform prompts by explaining what my FMP is about and I debated using some of its suggestions. Polo Paradise, Laurenville, and Lauren Land were three names I considered, however, I later decided on The Virtual Escape as I felt this set the scene and was more informative for the user.
When designing the logo for this gaming partnership, I ensured that both brands (Ralph Lauren and The Sandbox) could be acknowledged in the branding and that their identity wasn’t lost in the collaboration. I decided to incorporate a vibrant blue from the original Sandbox logo and navy from Ralph Lauren because these were the two colours I automatically think of when I imagine either brand, coincidently they looked effective together. Finally, to build on the idea that The Virtual Escape is a game, I chose a font that I believe traditionally reflects gaming.
My aim is for my final exhibition images to capture what Ralph Lauren (in my opinion) is iconic and signature for and make it desirable to the Gen-Z consumer. I will be using my skills on Adobe Photoshop to manipulate images and croque them up into new forms. The purpose of this will be to begin visualising what I am reimagining for Ralph Lauren in the metaverse (in The Virtual Escape). I will incorporate shadowing into the imagery to make the content as realistic as possible, I hope that by adding a 3-dimensional aspect it will bring my project to life and look like a professional game.
I initially started to experiment with Midjourney. Midjourney is a text-to-image generator on Discord chat, the AI program translates your highly specific prompts into realistic images. I felt this was the best method for me to begin capturing primary imagery as I can be extremely creative with my prompts and generate the images into unique and digital forms. I want the imagery to reflect what my FMP looks like, which would have been impossible to achieve in a physical shoot as I am telling an intangible story.
To begin, there were many outcomes the AI program generated that I instantly knew not to move forward, and along with many trials and errors, I quickly got familiar with the app and improved my skills. I used a free trial for initial experimentation to decide whether this could be a forward-thinking, realistic, and inventive way to capture my FMP. I started to think that this could be an exciting way to story tell and consequently decided to move my imagery along with this platform. Discovering Midjourney and learning how to use the platform has been special, throughout this book you will see how I reworked and manipulated the outcomes into new images. By doing this I was building my own story and vision, I would take aspects from different prompts and piece them together.
Examples of initial Midjourney experimentation:
Throughout the process and development of capturing The Virtual Escape, I made my Midjourney prompts more specific to Ralph Lauren (I will reference examples throughout this book). I believe AI has tremendous potential to predict the future and forecast fashion. Therefore, referencing the brand in my image prompts would give me the most accurate reflection of what we can expect to see in the future for Ralph Lauren in the metaverse. Midjourney certainly elevated my images and made it possible for me to turn a wild and creative concept into reality.
It was important for me to keep in line with the brands existing identity because introducing a fashion-branded (virtual) world may be daunting to consumers experimenting with the metaverse for the first time. I believe consumers will be comfortable and confident interacting with the game if the content is relatable and recognisable. In my opinion, Ralph Lauren is signature and iconic for a variety of looks, lifestyles, and products. It felt most suitable for one exhibition image to capture 9 images (like a storyboard) to communicate my FMP from all its highly recognisable counterparts. This was the beginning of planning and solidifying what it was I wanted my imagery to capture.
A model won’t be necessary for this shoot, this is because I am using AI to capture my vision of the metaverse. I will use Adobe Photoshop to croque my avatars, these characters will be the models and individuals that populate The Virtual Escape.
I was inspired by digital artists on Instagram to incorporate colour into my creations. After all, one of the most endearing things about the metaverse and influences as to why I decided to proceed with my project in this direction was because creativity was endless, my wildest creations would be nothing but exciting new concepts. Therefore, the characters have bright hair colours or unique coloured eyebrows, I felt this differentiated my characters apart from ordinary game avatars.
These characters were the original people I created for The Virtual Escape. However, it was brought to my attention that in comparison to the women, the male characters didn’t look as vibrant or creative. I decided at this point to not only re-work the characters I felt weren’t cohesive, but to continue developing new ones to populate the world. All the characters have a youthful look, this is because when I created them, I kept in mind the generation my project is targeting, Gen-Z.
I included the iconic Ralph Lauren Polo Bear as a character option because to me (a Gen-Z) this is highly recognisable and signature to the brand.
In most games, you would get the opportunity to name your chosen character, although what is different about The Virtual Escape is that the characters already have an identity. I made this decision because this is a branded game, I want these characters to represent Ralph Lauren and be memorable as I believe this will make the players more invested in the story and gameplay. For me to be successful in connecting the users with the game, I was faced with the challenge of giving all 8 characters a desirable name. I asked an AI chatbot to assist me in giving the characters an identity. I used Evie, Ethan, and Daisy from its suggestions and used my imagination as to what was best suited for the remainder 5.
Completely inspired by existing Ralph Lauren products, I used my Adobe Photoshop skills to construct my own garments. My aim was to capture a virtual wardrobe that replicates the brands iconic and famously recognisable clothes and accessories.
Croque creating development examples:
At this point, I decided to continue evolving outfits by interacting with the AI platform, Midjourney. I used highly specific image prompts to generate futuristic replicas of products Ralph Lauren are notoriously known for from a Generation Z perspective. It can be difficult interacting with a chatbot as on some occasions it doesn’t understand the prompt given. However, most creations were exciting and relevant for me to use. Midjourney enabled me to invent products that are perfect for a virtual environment, they are creative, and futuristic and yet the brand’s identity can still be detected.
Midjourney:
I am glad that I continued to develop outfits using Midjourney prompts as the following looks turned out to be my favourite. I made it my mission to implement a futuristic element into the garments inspired by existing Ralph Lauren products. I achieved this by submitting the following prompts…
‘Futuristic midi shirt, inspired by Ralph Lauren, Ralph Lauren skirt in the metaverse, the future of fashion for Ralph Lauren, ultrarealistic’
‘Ralph Lauren knitted cardigan, the cardigan has a futuristic twist, Ralph Lauren cardigan in the metaverse, ultrarealistic’
‘Ralph Lauren shirt dress, futuristic, futuristic shirt dress inspired by Ralph Lauren, shirt dress in the metaverse, ultrarealistic’
This was my first experimentation with product placement.
‘Ralph Lauren cowboy inspired jacket, the jacket has a futuristic twist, ultrarealistic’
‘Futuristic trousers, inspired by ralph Lauren, Ralph Lauren trousers in the metaverse, ultrarealistic’
Midjourney:
‘Futuristic cowboy hat, inspired by Ralph Lauren cowboy spirit, ultrarealistic’
‘Ralph Lauren inspired handbag, a Ralph Lauren handbag in the metaverse, futuristic, classic Ralph Lauren handbag with a futuristic twist, ultrarealistic’
‘Futuristic tennis bag, inspired by a Ralph Lauren duffle bag, ultrarealistic’
Despite the garments being inspired by Ralph Lauren’s most iconic products, I began experimenting with product placement on selected pieces to encourage brand awareness. As this is a new upcoming game, I want users to form an emotional connection with the game and brand in partnership.
Following my initial experimentation with Midjourney, I created these images. I decided not to move this forward as my shadowing skills at this point were not developed and I concluded that I want a cohesive background across all images. In my opinion, the story these images were conveying was confusing.
Virtually, I decided to locate my shoot against a pink studio backdrop. I found a studio to be the most suitable location to capture my FMP, this is because I am using croque development to set the scene. I favour a minimalist storytelling approach and I believe this influenced the shoot location. However, the pink tone ensures that the setting remains interesting and creative.
The Virtual Escape is my invention, I therefore view the pink studio as my signature backdrop. Similar to a blue map, this is me planning, experimenting, and developing what the virtual world could look like.
Midjourney:
At this point in my image development, I was still not satisfied with the image despite changing the location which I predicted to be the issue. I first experimented with the character as Bella didn’t look the most suited to this image. However, I concluded that the horse was too rustic and I changed it for another Midjourney creation. After further experimentation, the image evolved, and I believed it was most impactful with the horse standing alone. I integrated a Ralph Lauren product before generating a new, futuristic, and virtual replica.
I have now taught myself how to create realistic shadows on Adobe Photoshop and I believe it makes a huge difference to the final execution.
Midjourney:
‘Ralph Lauren sunhat in the metaverse, sunhat with a futuristic twist, luxurious, ultrarealistic’
‘Ralph Lauren inspired sunhat, futuristic, ultrarealistic’
I trialled different variations of this image and consequently decided to move two forward because it was one image that caught everybody’s attention on Instagram, and it brought a lot of attraction to my project. I made the decision to incorporate the image above on the grid post because it feels as though there is more negative space and would be less overpowering sat alongside other creations.
Adding accessories to Anna’s and Shaun’s avatar certainly elevated these images.
Midjourney:
When evolving this image, I kept in mind tradition and experimented with wooden features. Although I had a vision to include different pieces of furniture in this image, I felt as though the more I stripped back the look, the more prestigious and luxurious it felt. I wanted this image to execute sophistication and wealth and the silhouette and colour of this staircase resembled this.
Midjourney:
‘Ralph Lauren interior in the metaverse, futuristic twist, touches of red and gold, ultrarealistic’
For these image prompts, I mentioned the colours red and gold because I wanted to ensure the two interior images were cohesive and told a similar story. I chose these colours intentionally; Ralph Lauren is a luxurious and prestigious brand, and these colours remind me of this.
‘Futuristic interior, inspired by Ralph Lauren, Ralph Lauren interior in the metaverse, gold with touches of red, antique, luxury, ultrarealistic’
This creation is personally one of my favourites, it captures a character in their wealthy home, and I imagine that the Polo Bear is preparing to host and bring people together. The only amendment I wanted to make to this image was to fill in the negative space, I had an idea of continuing this interior collection and populating the home in a unified product line.
Midjourney:
‘Futuristic car in the metaverse, car is inspired by Ralph Lauren, luxury, antique, ultrarealistic’
I prompted Midjourney to generate an antique car, they are classic and traditional, and I felt this resonated most with the brand.
With this image, I wanted to add humour. Games are supposed to be fun and interactive, I decided that for a static image, humour was the best way to engage with others and be memorable. Although I loved what I had achieved, I was conscious the vehicle looked as though it was branded with another logo and so the final touch was to rebrand the vehicle.
Industry mentor Eden Loweth and I agreed that the Midjourney creations I used to capture the image below felt American. This seemed fitting to use considering Ralph Lauren is an iconic American Fashion designer and it would be special to incorporate an image that refers to the country the brand originated from.
