Overview

ViiV aimed to develop a campaign that captured hope for individuals living with HIV. The concept involved taking photos of current users to showcase their present selves and then creating digitally aged pictures of how they could look around the age of 70. These portraits would serve on illustrating how patients could lead long, fulfilling lives despite living with HIV.

The Execution

We began by reviewing interviews where people described their imagined happy future lives, using ChatGPT to extract insights. From these, we identified how they might age, including features like smile lines, sun tans, and glasses from reading.

Using generative AI, we crafted detailed and artisanal prompts for each facial feature, generating iterations in Adobe Firefly. Afterward, we moved to Photoshop for digital retouching, carefully combining the best elements to refine and achieve an accurate aged look. This ensured the final portraits captured both realism and the intended vision.