The company is satirizing the industry’s use of AI in a new campaign. Image courtesy of The RealReal
Luxury resale platform The RealReal is taking a stand against a rising facet of both the global and luxury economy.
As artificial intelligence dominates the conversation, the company is showcasing the downsides of the technology in a new short film, titled “I Am Real.” Created in collaboration with Los Angeles-based advertising agency Team One, the project aims to address the concerns of consumers regarding the use of video and image generation tools by highlighting The RealReal’s authenticity guarantee.
“We’re moving into a world where ‘real’ is no longer a baseline – it’s a premium,” said Chris Graves, chief creative officer of Team One, in a statement.
“We wanted to create a story that lets the illusion hold just long enough to feel convincing – then disrupt it, so you’re forced to reconsider what you’re actually looking at, because what carries value now isn’t just craft, it’s credibility,” Mr. Graves said. “We love TheRealReal’s dedication to authentication.
“And it inspired our team to partner with Strasser, crafting this AI-generated film, which pokes fun at itself, and the pitfalls of AI, in service of showcasing and celebrating what’s real.”
Fight for the future
Directed by award-winning German filmmaker Sebastian Strasser, the film utilizes advanced AI video generation programs to create life-like visuals.
By using the software, The RealReal, Team One and Mr. Strasser seek to both raise concerns about the medium’s increasingly realistic look, while also highlighting its often humorous shortcomings.
The RealReal presents “I Am Real”
Luring the viewer into a false sense of security, the film begins with a series of convincingly life-like scenes of a man enjoying his hobbies before a series of visual glitches of increasing intensity begin.
Out of nowhere, the man sprouts a third arm whilst throwing pottery, which is followed by a scene where he plays the flute, but the instrument only expels copious amounts of bubbles. After more ridiculous visuals, the cavalcade of curiosities ends with the AI-generated person turning into a mermaid-looking creature as a wave of large vehicles crashes into the surrounding desert environment.
The short then cuts to the director pointing a camera at a handbag situated in front of a green screen in a large, professional studio, closing with the film with the line “Isn’t it nice to know some things are still real?” as The RealReal’s authenticated luxury goods appear on screen.
The release builds on the platform’s Ask Yourself What’s Real campaign from 2024. Image courtesy of The RealReal
“What I loved about this project is that everything mirrors everything: a brand that proves authenticity, a human character who can’t and a film made with AI that looks completely real – until you realize reality was the point all along,” said Mr. Strasser, in a statement..
“On top of that, this film uses some of the most advanced artificial tools available to tell a story about authenticity,” he said. ‘That contradiction isn’t a gimmick – it’s exactly where we are as a culture right now.
“And if a piece of advertising can entertain you while quietly asking questions like this, it’s probably doing more than just selling something; it’s reflecting the moment we’re living in.”
The “I Am Real” campaign is live now across YouTube and other social platforms.
Digital domain
With the release, the luxury resale platform is highlighting the ever-increasing importance of authenticity in luxury.
According to recent findings from consulting firm Deloitte, generative AI is poised to play a massive part in the industry’s future, with 41.2 percent of companies already integrating the technology into select aspects of the business, while 11.9 percent have embedded the tool into core functions (see story).
The campaign is titled “L’ultimo Uomo Reale” in its native language. Image courtesy of The RealReal
Some have even made official partnerships with AI companies, with U.S. beauty group Coty signing a deal with OpenAI, the maker of ChatGPT, to expand AI usage across the organization earlier this year (see story).
Meanwhile, experts warn of a rise in luxury superfakes (see story), which AI tools could assist in perpetuating as the technology improves and progresses over time.