Salomon went from zero to 1,000+ creatives. No shoot. No studio. Six markets.

Fashion-grade content for the XT-6 launch, delivered in 8 weeks on Pencil's Agentic Marketing OS.

The brief: fashion at the speed of culture

Salomon was extending the XT-6 from performance footwear into fashion and culture. New audiences in Milan, Paris, Hackney, Amsterdam, Kreuzberg. Three distinct personas: Technical Fashion (20–35), Technical Athletic (14–25), Technical Subculture (16–30). Six markets. Eight channels.

Every asset had to feel like a high-end campaign shoot. And it had to land in-market while the cultural moment was still alive.

The marketing team needed to:

• Produce premium visuals at the pace of culture, not the pace of production
• Localise tone, talent, and aesthetic for distinct audience segments
• Hold a single brand line across every market and format
• Cover every ad ratio across Meta, YouTube, Shorts, CRM, and ECOM

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Why the old playbook couldn't keep up

The traditional path: book talent. Scout six cities. Mobilise three production days per market. Edit. Localise copy. Resize for eight channels. Translate. Repeat for every audience segment.

That's a six-figure spend per market and a 12-week timeline before a single asset goes live. By the time the campaign is in-market, the cultural moment has moved on.

Salomon needed a different model. One where production didn't bottleneck speed.

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An 8-week sprint on Pencil's Agentic Marketing OS

Pencil's creative team partnered with Salomon to rebuild the content pipeline as a system, not a series of shoots. Four workstreams ran in parallel.

Insight, by audience and city. Pencil generated insights across three personas in six markets, each tuned to local cultural codes. Park hangs in Amsterdam. Graffiti-filled alleys in Kreuzberg. Every scenario rooted in the specific style sensibilities of its audience.

Visual generation at fashion-grade quality. Pencil produced 1,600+ AI-generated visuals. Prompts engineered with mood, lighting, lens specs, and wardrobe details. Every frame indistinguishable from a high-end campaign shoot. Street-style imagery in Paris. Cinematic motion in Milan's art districts.

Modular templates, every format covered. 13+ templates built once, scaled across 1:1, 4:5, 16:9, and 9:16. Optimised per placement: Meta, YouTube, Shorts, CRM, ECOM.

Copy in six languages. Headlines built and translated across markets, from “Everlasting Icon” to “Urban Beauty Explorer”. Each SKU with its own identity by region.