LAAGAM
Concept campaign · The Summer Window
The Summer Window, built around VIXEN, a real Laagam bag. Every garment in it is real and every one of them was worn by nobody. Only the campaign doesn't exist.
- Client
- Laagam
- Media:
- Film
- Type:
- Commercial
- Published:
- APR 2025
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- Models
- Runway Gen-3
- Kling
- Tools
- Google ImageFX
- ComfyUI
The brief
A campaign that was never shot
The Summer Window is a campaign for Laagam that does not exist, built around the launch of VIXEN, a bag that does. No sets, no models, no camera — and yet every garment in it is a real Laagam garment, taken off their own product pages, and the bag is the bag they actually sell.
That inversion is the whole exercise. In a normal fashion film the clothes are real and the world is built around them on a set. Here the world is generated and the clothes are the only fixed points, which means every shot has to be reverse-engineered from a product photograph rather than dressed.
It is set in Barcelona at the end of the day, seen mostly through glass: shop windows, a rainy street with LAAGAM lit above it, reflections of a woman with a camera, a Doberman on the pavement, two women under a plastic rain hood. The bag arrives last, alone on a plinth in a lit vitrine, under the brand's own line — from Barcelona to the world.
ComfyUI
Putting the real bag back in
The bag was the problem. A model in April 2025 would give back something bag-shaped — the right silhouette, the right cream leather, roughly the right studs — and then invent the clasp. On a product launch that is not a small error; the clasp is the logo.
So the bag stopped being something to prompt for. It was cut out of Laagam's own product photograph and composited back in through a ComfyUI graph, shot by shot, masked to the hand or the shoulder that was carrying it. Nodes wired by hand: load the plate, load the bag, mask, inpaint the join, match the grain and the light, save. One image at a time, for twenty-five seconds of film.
What the graph was aiming at is below: the real bag on white, the silver clasp photographed close enough to count the bevels, and the drawing the bag came from. Nothing about that hardware survives being described in words.
The bag
Reference 01
VIXEN, cut out of Laagam's own product shot
Reference 02
The clasp, which is the logo
Reference 03
The drawing the bag came from
Product photography, hardware macro and design drawing supplied by Laagam, reproduced here as references only.
The stills
The window
Six frames from the finished film, at the size they were finished at. Almost all of them are shot through glass, because a window is the one place where a reflection, a garment and a street can be in the same image without any of them having to agree completely.
Twenty-five seconds came out of roughly a thousand generated images, made between 8 April and 5 May 2025.
The bag alone on a plinth, under the brand's own line
The tools
April 2025
The stack was a list of tabs, the way everything was that spring. Google's ImageFX for the stills — 776 of them in the working folder alone. Runway Gen-3 and Kling for movement. A local ComfyUI upscaler for resolution, and ComfyUI again for the bag. Then After Effects and Premiere to cut it.
There was no model you could hand a product photograph to and get the product back, intact, on a body. So the product came back by hand, one shot at a time, in a graph. Six months later that was a single step; a year later it was a checkbox. This film is what the work looked like in the window between those two things.
Which is also why it is set behind glass. The reflections were not only a look — a window gives you a place to put the parts of an image that are not going to survive close inspection, and a reason for them to be soft.
