Twice a year, Joya’s marketing team had to decide which new shoes would get a campaign.
Each season brought 15 to 20 new models. Around five of them were photographed for lifestyle images.
Today, any model in the range can be chosen.
From two photo shoots a year to campaign images made when they are needed.
- Shoots
- Before: two photo shoots a year, each covering 15 to 20 new models
- Coverage
- Lifestyle imagery focused on around five models per shoot
- Method
- Now: all lifestyle imagery is created with Fibbl’s AI Studio
- Channels
- In use on the website, social media, magazine ads, A1 posters, trade fair banners and B2B channels
Joya is a Swiss health shoe brand, part of kybun Joya. Since 2023, it has worked with Fibbl to move its footwear assortment into 3D.
Those 3D models already produce Joya’s packshots, product pages and B2B catalogue images. They also powered the pre-season vote in which Joya’s retail partners scored a new collection before the factory order was placed.
Fibbl’s AI Studio puts the same models to a different use. It starts from the 3D model of the shoe and generates the scene around it. Joya’s team selects the shoe and writes a prompt describing the setting and the people.
Two shoots a year
Around five models per shoot
Before Fibbl’s AI Studio, Joya organised two photo shoots a year. Each covered the new season’s models, typically 15 to 20 of them.
To keep the shoots manageable, the team focused on around five models it wanted to promote with lifestyle imagery. The other models in the collection were not part of the lifestyle shoot.
A list fixed in advance
A shoot list is set when the shoot is planned, before the season starts. The choice of which shoes would get campaign images had to be made before Joya could see how partners and customers responded to the collection.
With two fixed shoots a year, reacting quickly to what the market needed was difficult.
Switching completely
Joya moved to Fibbl’s AI Studio to save time and gain flexibility. The team names the ability to respond quickly to market needs as a key reason for the change.
Fibbl’s AI Studio was also the first AI tool Joya used. The team went from photo shoots to generated images without working with any other AI solution first.
The change is complete. Joya now creates all of its lifestyle imagery with AI.
What changed
Any model can be chosen
Asked what has changed most, Joya named the ability to pick a specific shoe model for a campaign, even one that was never designated as a marketing item.
A model that was not part of any plan can now get campaign images when a campaign or a retail partner needs them.
“AI Studio gives us the flexibility to respond quickly to the needs of our partners and the requirements of our campaigns. This enables us to create suitable, customized images within a very short time and tailor our communication to specific audiences and objectives.”
Monika Müller, Global Marketing Associate, Joya
Why this matters beyond Joya
1. The shoot no longer sets the limit
For Joya, the number of shoes with lifestyle images used to depend on how many a shoot could handle. It now depends on what each campaign needs.
2. B2B gets its own images
Joya’s quote mentions partners before campaigns. Many of the examples are for the trade: the pre-order pop-up, the collection booklet, the partner ads and the MICAM banner.
For a brand that sells through retailers, producing a specific image for a specific partner or trade moment is part of the value, alongside consumer campaigns.
3. The shoe has to be right
Joya’s campaigns are about the sole. The FW26 posters lead with FOREVERFOAM and the line “The sole that never gets tired”. A generated image that changed the shape of that sole would work against the claim it is meant to support.
This is why Fibbl’s AI Studio starts each image from the 3D model of the actual shoe rather than from a description of it.
Joya used to choose around five shoes per shoot for its campaigns.
Now the campaign chooses the shoe.
