Lynx - Axe

Agency: Lola Mullenlowe

Client: Lynx

For the client LYNX/AXE, we developed an advertising project commissioned by the agency Lola. The official project name is LYNX WITH CATNIP.
Together with the client, Lola came up with a catnip-based perfume designed for those who want to win over both their partner… and their pet.

The concept is simple but ironic: the scent is so irresistible that the cat ends up slipping in between the two people, preventing them from kissing.

We were asked to produce a multi-subject campaign featuring different cats wedged between couples, inspired by the typical "liquid cat" poses — those impossible, flexible shapes cats are known for.
The models were photographed in different poses and head angles to help test how the cats could fit between them.

For the execution, we used mixed techniques — essentially an illustration process powered by AI-generated contributions.
We started from a drawing to define each cat’s pose. It was fascinating to see the first AI-generated results, faithful to the sketches, evolve into photographic-looking images.

Our process involved compositing the elements in Photoshop, then reprocessing them through AI with more detailed prompts to generate increasingly refined contributions.
We repeated this cycle until we reached a final result that fully satisfied us.
The workflow included both generative AI and upscaling tools.

STUDIO:

B612Studio
via Monte Nevoso,10
20131 Milan, Italy
T: 02 4537 1449
E: info@b612studio.com

AGENT:

Soldi&Donadello
T: +39 02 2840270
E: info@soldiedonadello.com