Case study JOEMERINO

From 8 campaigns a year to 50

Joe Merino added Korale photoshoots next to their physical ones. Now every product, and every colour, gets its own campaign.

Joe Riva collection cover, man in a brown merino polo on the coast
Joe Merino linen overshirt in light beige, Italian garden
50campaigns in one year, up from 8
Blue Label crew and jacket at a London Underground entrance
Linen shirt in midnight blue at the coast
Cadence
Weekly
Up from one every two months
Wool ramie knit in surf blue
Granularity
Per colour
A campaign per product or colourway
Woven shirt in light blue
Joe Merino riva knit in an Italian street scene
"For the first time, my creative output can actually keep up with my imagination. That feels like a superpower."
Creative Director, Joe Merino
Joe Merino knit courtside at a tennis match
Riva long sleeve in grey on the coast

Selected Joe Merino campaigns generated with Korale.

Client
JOE
MERINO

Joe Merino
Menswear essentials in merino wool, sold direct at joemerino.com.

Challenge

Physical shoots capped output at one campaign every two months, one per collection.

Solution

Korale shoots run next to the physical ones, down to the level of a single colour.

The problem

The shoot calendar was the bottleneck

Joe Merino's imagery has always been strong. There was just never enough of it: every campaign hung on a physical production, with casting, location, and studio time to book.

1

One campaign every two months, at most

2

One campaign per collection, nothing per product

3

New colours launching without imagery of their own

Man in a Joe Merino riva short sleeve at sunset on the coast Joe Merino linen shirt in foggy blue Joe Merino Blue Label polo pique in grey
Results & impact
Volume
6x more campaigns
From 8 per year to 50
Physical shoots plus Korale shoots
Cadence
Weekly
Almost one campaign per week
Up from one every two months
Granularity
Per colour
A campaign per product or colourway
Previously one per collection

Campaign counts from Joe Merino's own year recap. Figures pending Joe Merino sign‑off.

Customer quote Awaiting a quote from Joe Merino's creative director for this spot.
How it works

Grounded in brand truth, expressed in every image

JOEMERINO
01

The brand

Joe Merino's covers, typography, and tone, ingested once. Every image lands on‑brand.

Blue Label polo pique in million dollar green
Joe Merino knit in dusty yellow
02

The products

Every knit learned per colourway, from limestone beige to million dollar green.

AI model close-up in a grey merino polo AI model in a crew short sleeve at sunset AI model in a Joe Merino knit at a tennis match AI model in a limestone beige zip in the studio
03

The models

A persistent cast of AI models. The same faces carry every campaign, no casting.

Workshop campaign shotStudio & workshop
Coastal golden-hour campaign shotCoastal golden hour
04

The styles

Joe Merino's photography look, locked as reusable styles. Every new image matches the last.

Blue Label zip in limestone grey, workshop setting Blue Label polo pique in million dollar green Blue Label zip in limestone beige, studio setting

Blue Label campaigns per colourway, generated with Korale.

The work · 01

A shoot per product, or even per colour

One shoot per product line used to be the ceiling. With Korale, Blue Label runs campaigns down to the individual colourway: limestone beige, limestone grey, million dollar green, each with its own campaign‑grade hero imagery.

Campaign per colourway
Blue Label collection
Riva crew short sleeve at sunset on the coast Riva button polo at the coast Riva long sleeve at blue hour

The Riva collection campaign, generated with Korale.

The work · 02

AI shoots running next to the physical calendar

Physical photoshoots didn't stop. Korale added shoots beside them: while the studio calendar carried the planned productions, the Riva collection got a full coastal golden‑hour campaign that was never booked, cast, or traveled to. That's how one campaign every two months became almost one per week.

Location never booked
Riva collection
The work · 03

Campaign films, not just stills

Brand films with full production value and no production. In the parachute film, a model drifts down onto a studio set with a painted sky, scaffolding, and lights. The set is part of the fiction: none of it was ever built.

Generated film
Instagram stories & paid formats

Joe Merino campaign films, generated with Korale.

JFilmed at the Joe Merino office

Every product deserves its own campaign

Korale learns your brand once, then keeps pace with your assortment, not your shoot calendar.

Book a call See how Korale works