AI meets curated content

OTTO Fashion

Balancing Soul & System in e-commerce: For Germany’s leading online retailer, we embraced a content-led approach to fashion, and effectively brought curation and marketing automation together.

AI-boosted production

We explored the potential of AI-generated visuals. In selected modules, artificial intelligence supported the creation of atmospheric backgrounds and stylistic variations – enabling more flexible workflows and faster iteration on visual direction.

AI gave us speed and inspiration – but fashion instinct is still human.

An AI generated look of a woman riding a bike
An AI generated look of a woman taking a walk close to the sea
An AI generated look of a woman with curly hair and a yellow bagAn AI generated look of a woman standing next to a reflective window

Flexible, yet precise. Structured, yet soulful.

A woman sitting on a chair wearing new fasion
A close-up of a woman with curly hairGloves and a pair of trousers
A fashion model

Fashion vibes become data-driven and adaptive — balancing inspiration with operational scale. From AI-powered visuals to dynamic storytelling, we turned complexity into a seamless, shoppable experience.

Two women wearing denim
Two women standing next to each other wearing denimTwo men wearing denim
A woman wearing denim clothingA woman wearing denim clothing

Form scroll to sale – seamlessly

Together with OTTO, we built a connected content journey where every touchpoint, from social teaser to checkout, speaks the same visual and tonal language.

A close-up of a woman’s faceA woman wearing a red bag in front of a black wall
A woman wearing black and white fashion standing in front of a red wallA red bag
A fashion modelA woman in front a black wall
A woman wearing black and white fashion standing in front of a red wallA woman wearing black and white fashion standing in front of a red wall

Fast test-and-learn cycles allowed us to refine stories quickly while keeping the experience fresh and dynamic.

OH-SO

Team

Anna Nissen
Helena von der Schulenburg
Sergio Caruso
Philipp Kafkoulas
Tom Davis
Peter Riedel

Link

Website:
otto.de

Project Overview

Balancing Soul & System in e-commerce: For Germany’s leading online retailer, we embraced a content-led approach to fashion, and effectively brought curation and marketing automation together.

A Nobel Prize-rooted quantum startup, reborn as zerothird—we created the new name, crafted the brand story, and developed a design system to work fluidly across touchpoints.

A visual of the CGM one logo

For the global e-health company CGM, we designed the brand “CGM one” which bundles AI-powered software to simplify and secure practice workflows.