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Kruidvat’s latest campaign follows Lies through different stages of her life, from adolescence to motherhood, all played by the same actress.

To make this story feel convincing on screen, Lies needed to appear authentically younger while preserving the subtlety and emotion of the performance. Ambassadors approached this by integrating AI de-ageing tools into our VFX pipeline.

The work started on set. Our VFX team made sure we captured the right facial angles, lighting conditions, and expressions during the shoot. This gave our artists the strong foundation they needed in post-production.

From there, the team used a combination of machine learning and AI de-ageing tools to create a younger version of the actress. They then blended the outputs carefully to find the right balance between transformation and recognisability.

In post, our artists refined facial details such as the jawline, eyes, and cheeks. Throughout the process, they made sure the expression stayed natural.

The final film shows how AI can support storytelling when it is used with care inside an experienced VFX workflow.