GenAI creative campaigns at scale

Virginia Hernandez
Creative Producer + Transformation Strategist

PROJECT CURATION

Production
01. Hymnal x Lucy Beech x Alif Hilal
02. Out Of Body x Lucy Beech x New Museum New York
03. Prelude x Louis Vuitton
04. Neo Frame Jumping Hours x Audemars Piguet
05. Colonia Dignidad x Amazon Prime
06. On Cloudsurfer x Zalando
07. Icons Only with Tommy Hilfiger x Zalando
08. Susanne Kaufmann x Zalando
09. Oceans x RY X, Ólafur Arnalds
10. Witch Hunt x Lauren Pringle
11. Nike ACG Trail Running x Zalando

Strategy & Transformation
01. GenAI creative campaings at scale
02. Volumes, Budgets & Formats Optimization
03. Airtable Migration & Workflows Architecture

Information
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Zalando CS / Strategy & Operations

(Index)

[[[Operational Mission Lead & Production Transformation Strategist]]]
2026

Objectives: Scale GenAI-driven campaigns to a majority share of production by Q4 2026.
Impact Target: Substantial operational cost reductions and efficiency gains for the 2027 budget.
Scope: Workflow Redesign, Tech Architecture, Org Restructuring & Upskilling, Governance.

Transitioning legacy creative pipelines into a modular, AI-first architecture, this strategic initiative decoupled conceptual ideation from manual execution bottlenecks to meet high-volume fiscal targets. By designing a flexible three-tiered campaign framework and a custom cloud-forward API ecosystem, the project aims to transform unpredictable AI generation into a standardized, high-velocity production line.
Beyond technical infrastructure, the strategy centers on comprehensive workforce transformation. By upskilling creative and production teams into specialized hybrid roles and embedding strict legal and ethical governance, the realignment positions the organization to scale AI adoption across core campaign formats, driving multi-million euro operational efficiencies while safeguarding premium brand equity.

Image: Maria Cebulla Art Director - Retina Agency, AI Execution - Hunter x Zalando Campaign .

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