USM - AI Case Study II

As part of an internal case study, sooii explored how emerging AI workflows could extend established CGI production methods and open up new possibilities for lifestyle-driven visual storytelling for long-standing clients such as USM.

Focusing on the Soft Panels campaign, we developed a series of virtual characters designed to feel naturally at home within the existing visual world. Working as Lead Artist alongside our concept designer, I helped define the personas, created character reference sheets and integrated the resulting AI-generated models into the established imagery.

From there, we used generative tools to explore a broader range of moments and interactions — from quiet, introspective scenes of reading and retreat to more relaxed and playful situations. While some images build directly on the original CGI campaign visuals, others are largely AI-generated reinterpretations of the same setting, expanding the key visual into a more lived-in narrative of the home as a place to rest, read, connect and engage with nature.