You might not be able to name the nine original Greek muses, but I’m sure you’ve heard of them —thank you, Disney’s Hercules, for the funniest, most entertaining depiction of them. Besides becoming a known figure that personifies inspiration for artists, Le Muse is also the name of a bag collection designed by Marella. Under the creative direction of London-based agency Apropos, the Italian brand presents a campaign “built around the idea of merging two seemingly opposing concepts: Ancient Greece and futurism,” with the talents of artist Charlie Engman and set designer Thomas Bird.
In a day and age where AI is trickling into every aspect of our society, it seems impossible to not use it one way or another despite the initial scepticism of many. As the team of Apropos explains, “We ourselves were sceptical of AI as well, mainly because agencies seem to be using it to replace talent so they can minimise production costs and increase profits — something we’re adamantly against.” But with an approach that sees this technology as a tool rather than the replacing of an entire team, they tapped Charlie Engman to direct Le Muse campaign. “His work stood out to us because it steers away from the AI aesthetic we’ve come to know — it retains a distinct artistry and sophistication. Charlie’s ability to use AI as a tool to craft a narrative aligned perfectly with our vision for the campaign,” they explain.
To balance his digital creations, inspired by Ancient Greece but giving them a surreal, forward-thinking twist, and “to bring a tangible, organic element into these digital worlds,” Apropos also tapped set designer Thomas Bird. “With hundreds of initial AI-generated landscapes by Charlie, ranging from flying stone birds to the Acropolis submerged in snow, Thomas drew inspiration from these elements to incorporate raw materials such as stones and crystals and even sculptural faces to give physicality to these worlds — blurring the lines between the real and the imagined.”
The tension between past and present, digital and physical, tangible and intangible captures “the essence of Marella’s timelessness and its forward-thinking approach,” also opening the door to a new creative path for the brand. “With this campaign, we focused on spotlighting the Le Muse bag itself, without the distraction of models or traditional environments. This allowed us to really hero the product,” the Apropos team explains. “By moving away from more classical approaches to campaigns, Marella now has the opportunity to explore new territories and mediums in visual storytelling, embracing more experimental and conceptual avenues in the future.”
