Adam og Eva nUtopia: Exploring the Intersection Between AI and Beauty Culture
Setting the Scene
To celebrate its 50th anniversary, Adam og Eva launched the campaign nUtopia, a retrospective and future facing visual project exploring identity, beauty, and technological innovation. Developed together with COLLECTIVE OSLO, the campaign revisited iconic moments from Adam og Eva’s archive while simultaneously investigating the evolving relationship between artificial intelligence and contemporary image creation.
Reimagining Five Decades of Identity
Drawing inspiration from Adam og Eva’s historical campaign archive, six visual worlds were recreated and reinterpreted through a contemporary lens. Each image referenced a different decade from the company’s history while reflecting the brand’s ongoing evolution and commitment to creativity, experimentation, and cultural relevance.
AI, Photography, and the Space Between Reality and Fantasy
At the core of nUtopia was the intersection between AI generated art and traditional photography. Together with Canadian AI artist Marika D'Auteuil, the campaign explored surreal digital landscapes and AI interpretations of human expression which became the framework for photographer Fred Jonny’s unretouched portrait photography.
The resulting imagery balanced honesty and fantasy, combining tactile realism with digitally constructed dreamlike environments. Strong hair concepts remained central throughout the campaign, connecting Adam og Eva’s heritage in hair artistry with emerging technologies and future visual languages. The project positioned AI not as a replacement for creative practice, but as a collaborative artistic tool capable of opening new possibilities for storytelling and visual experimentation.
CLIENT
Adam og Eva
CATEGORY
Campaign Production
Creative Collaboration
Beauty Campaign
DELIVERABLES
Creative Production
Art Direction
Campaign Development
Photography Production
Film Production
AI Art Collaboration
Post Production
Visual Storytelling
PRODUCTION
Creative Director
Eirik Thorsen
Production Team
Collective Oslo
Sigrid Hesla Breie
Photo & Film
Fred Jonny
AI Artist
Marika D'Auteuil
Retouch
Ego Studio
Film Editor
iProduksjon
Our Approach
Our approach focused on creating a campaign that honored Adam og Eva’s history while simultaneously challenging conventional beauty imagery through new technologies. Rather than treating AI as a gimmick or visual effect alone, COLLECTIVE OSLO helped shape a creative process where human expression, archival references, and artificial intelligence interacted as equal contributors within the visual narrative.
COLLECTIVE OSLO co led the production and creative development of the campaign together with Adam og Eva, coordinating the collaboration between photography, AI generated art, hair artistry, post production, and moving image. By balancing futuristic aesthetics with emotional realism and tactile beauty, the campaign created a visually layered universe reflecting both Adam og Eva’s legacy and its continued role as an innovator within Scandinavian beauty culture.
Adam og Eva På Flaske: Launching a Norwegian Haircare Universe
Setting the Scene
COLLECTIVE OSLO has been the creative force behind Costume’s most important annual brand moment since 2019. More than just an awards show, the event serves as an expression of brand identity and emotional connection - an experience designed not only to reflect Costume’s personality, but to strengthen its community through participation, atmosphere, and memory.
Bringing the Brand to Life
Hosted at Adam og Eva Paleet in Oslo, the launch gathered more than 300 invited guests from fashion, beauty, and media. COLLECTIVE OSLO developed the event concept and initiated the collaboration with Costume Magazine as co host, creating a launch experience designed to strengthen visibility, cultural relevance, and emotional connection around the new product line.
Atmosphere, Beauty, and Social Experience
Guests were welcomed into a vibrant environment shaped by colorful floral installations created by Flow Oslo, designed to reflect the tones and visual identity of the product packaging itself. Throughout the evening, guests enjoyed petit fours by Obelia together with non alcoholic drinks served by Empress, creating a relaxed and celebratory atmosphere around the launch.
The product line itself was rooted in Adam og Eva’s long standing professional expertise within haircare and salon culture. Developed by the brand’s internal innovation team, the concept “På Flaske” symbolized the idea of bottling professional knowledge and craftsmanship into everyday products. Apple extract became a defining ingredient within the line, connecting directly to the Adam og Eva visual identity while emphasizing strengthening and moisturizing qualities for both hair and scalp.
Our Approach
Our approach focused on transforming the product launch into an experiential brand universe where guests could connect emotionally with the identity, values, and visual language behind the collection. Rather than presenting the products through traditional beauty marketing, COLLECTIVE OSLO developed a social and immersive experience where atmosphere, aesthetics, and hospitality became central parts of the storytelling.
COLLECTIVE OSLO led the concept development, creative direction, and production of the event while shaping the collaboration between Adam og Eva and Costume Magazine. Every element, from floral scenography and guest flow to food styling and visual atmosphere, was designed to reflect the playful and contemporary identity of the new haircare line while strengthening the launch as a cultural and social moment within Oslo’s fashion and beauty community.
CLIENT
Adam og Eva
COLLABORATOR
Costume Magazine
LOCATION
Paleet
CATEGORY
Brand Activation
Product Launch
DELIVERABLES
Concept Development
Creative Direction
Event Production
Guest Experience
Brand Collaboration
Spatial Design
Hospitality Experience
On Site Production
FEATURED CONTRIBUTORS
Kine B. Hartz
Sonia Uppal
FLORAL DESIGN
Flow Oslo
