Sandie Pilongery-Eckert
ABOUT THE TALK
From Cutout to Cart – How We Turn Busts into Model Shots, Product Videos and Conversions
A Jack Wolfskin jacket sells on its details: the pit zips, the hood adjustment, the zip-in inner jacket of a 3-in-1. In the online shop, all of that often had just one format: static images. No brand shoots a model video for every function of every jacket.
So Jack Wolfskin and Anyland took a different route. Anyland developed AI avatars and produced dynamic 15-second product videos for the Jackets and 3-in-1 Jackets categories – built on the cutouts, bust shots and model images that already existed. The avatars wear the jackets like models; every zip, pocket and function gets its own close-up. The Jack Wolfskin shop now shows moving product where before there were only stills.
On stage, we show what that did. We present the empirical shop data live and walk through the AI transformation behind it: how a briefing works when the model is an avatar, how product fidelity is checked and what production took in time and effort compared with the classic route.
What you will understand: What AI product video does to conversion on a product page – and what it doesn't – and why the hard part is the product, not the avatar.
What you can apply: A briefing and quality-gate process for AI-generated product content, and a view of the production chain.
What you may rethink: That video on the product page is reserved for hero products. Once the cost per video drops, the question is no longer which products get one.
On stage: Sandie Pilongery-Eckert (Jack Wolfskin) and Björn Schneider (Anyland) – client and producer, one case, no pitch.