- IDOCIA
Acciona Energía x El Ganso: from turbine to footprint, circular innovation with a visual soul.
- By felipe
In a world where sustainability is no longer just an aspirational goal but a true necessity, the collaboration between Acciona Energía, a global leader in renewable energy, and fashion brand El Ganso, shows how a recycling challenge can be transformed into a powerful message of innovation.
Thus, a sneaker with soul is born:
its sole is made from recycled wind turbine blades, giving a second life to one of the most complex components to repurpose in the energy sector.
A story that deserved to be told with the same uniqueness as its origin, through a creative execution that clearly and visually illustrates the concept of the circular economy: giving new value to what once seemed to have none, and connecting sustainability, fashion, and innovation in a single step.
How did we make it possible?
With LoRA, IA and a lot of creative direction.
With sustainability also at the heart of the production process, this campaign was developed entirely with generative AI tools. Starting from simple mobile phone shots and product references, we built a dataset that was introduced into the open-source platform Flux, where we trained a LoRA model capable of accurately generating and recreating the silhouette, color, texture, and character of the product.
From there, we created an aspirational visual universe, where the sneaker literally flies among wind turbines, floats over wind farms, and inhabits natural environments filled with symbolism. A stylized, cinematic visuality.
We generated multiple AI-created scenes to represent:
> The process of decomposition and reuse of wind turbine blades
> The symbolic rebirth of the blade, transformed into a fashion item
> The natural landscapes where Acciona’s wind energy is produced
These images, both surreal and poetic, capture the idea that……
‘What once moved the wind, now moves the world.’.
A visual and emotional metaphor that turns a technical residue into a symbol of sustainable mobility.
A 100% AI Creative Flow,
with visual impact and minimal footprint.
Tools used:
- ChatGPT 4.0:
Support in conceptual ideation and prompt generation - Flux + LoRA:
Custom model training for visual fidelity and product consistency in syntography generation - Leonardo AI:
Composition, aesthetic enhancement, and scene detailing – upscaling and refinement of details - Luma Ray 2:
Animation of syntographies and clip generation - Adobe Firefly:
Integration, editing, and fine detail correction
- ChatGPT 4.0:
Shared Sustainability:
when energy and fashion come together.
This collaboration between Acciona Energía and El Ganso shows how sectors that at first might seem unrelated, such as utilities and fashion, can align around a common purpose: transforming sustainability into a shared narrative with real impact on society.
When technological innovation, responsible design, and creativity meet, new ways emerge to inspire consumers with messages that go beyond the product itself.
In the following video, we showcase how all the AI-generated syntography was animated into clips and assembled into a final audiovisual piece, one that reminds us that circular… is not always round.
Public Impact.
Creative evaluation with Thalia by CIRENTIS.
The piece, distributed across multiple social media channels, not only achieved an immediate connection with users but also remains relevant over time thanks to its high visual value. In addition, the variety of creative material produced allowed for adaptations in events, presentations, and different marketing actions, thereby multiplying its reach and relevance.
The comprehensive use of generative AI not only enabled a more innovative and efficient production but also raised the standards of creative quality within the category, giving rise to communication that is versatile, strategic, and purposeful.
When evaluated with Thalia by CIRENTIS, the creative analysis tool for commercial advertising, the piece obtained an average score of 8.61 out of 10, classified as Excellent Creativity. This result comes from its performance in the following attributes:
Awareness
Highly memorable. The image of a wind turbine transforming into a sneaker is a powerful visual hook, and the unexpected collaboration between the brands makes it easy to recall.
Originality
Very original. It clearly breaks away from conventions. The partnership between an energy company and a fashion brand to create a tangible product of circular economy is a fresh and rarely seen idea.
Clarity
Crystal-clear and immediate message. The on-screen text (“Circular is not always round… sometimes it takes the shape of a sneaker with a sole made from recycled blades”) explains the concept directly and without ambiguity.
Affinity
Achieves a strong rational connection with a target audience interested in sustainability and innovation. It shows a tangible benefit and a purposeful brand story that generates empathy.
Purchase Intent
Informative. Sparks interest in the product by giving it a unique story and added value through sustainability, though its main focus is more communicative than purely transactional.
Brand Fit
A perfect brand embodiment. For Acciona, it brilliantly materializes its commitment to sustainability and innovation. For El Ganso, it strengthens its image as a modern and conscious brand.
Creative Quality
Outstanding quality. The production is impeccable, with the use of generative AI rivaling high-end CGI, carefully crafted cinematography with spectacular aerial shots, and dynamic editing that perfectly supports the narrative.
Emotional Impact
Very positive, generating feelings of surprise, ingenuity, and admiration for the initiative. The tone is optimistic and inspiring.
When AI Meets Craftsmanship:
‘Crafting AI’.
At a time when artificial intelligence is transforming visual creation, it is still surprising to see how many ads contain obvious errors, a lack of product fidelity, or details that break the magic of an image. Technology is advancing rapidly, yes but the real leap in quality happens when we add critical vision, creative direction, and craftsmanship to the process.
Because it’s not just about generating images: it’s about understanding why they are generated, how they are built, and what intention they communicate. The difference lies in how the model is trained, how we interact with the tool to translate ideas into meaningful visuals, and how the results are curated with aesthetic and narrative judgment.
The future of well-applied generative AI lies in that balance between automation and creative sensitivity: a fusion of technology and human vision that raises the visual standard and enables genuine connection with audiences.
At OYSTERS, we call this Crafting AI.
Conclusion:
from technical innovation to emotional impact.
This project goes beyond an advertising campaign.
It is a demonstration of how generative AI, and in particular the use of LoRA models combined with creative direction, can turn a complex story into a powerful, coherent, and scalable visual narrative. A new way of communicating sustainability: with fewer resources, a smaller footprint, and greater impact.
Generative AI does not replace human creativity: it amplifies it.
Nor does it replace the human eye: it enhances it.
In expert hands, these diffusion models allow creative teams to work with greater agility and control, without sacrificing aesthetic judgment or narrative intent.
Would you like to explore how to apply generative AI and/or LoRA models to your advertising?
Write to me and let’s talk!
felipe@oysters-studio.com
