NEWME made its first fully AI-generated brand film — and an AI anthem — in 30 days

NEWME's first AI digital brand campaign, #NEWMEveryday, had to capture the many daily versions of a Gen Z woman and extend the chameleon in its logo into a story.

The chameleon as the brand idea: an AI-generated film follows one woman morphing through college, work, dates and nights out, scored by an original AI-created anthem.

The in-house team used AI across visual sequences, characters, environments and transitions, and generated the original anthem 'The Chameleon Effect'; the campaign went from concept to final execution in roughly 30 days.

Rolling out across NEWME's digital and social platforms with a UGC push: fans are invited to make transition reels on the track, with Rs 50,000 in NEWME credits for one winner.

NEWME, the Indian fast-fashion brand founded in 2022 for Gen Z women, launched #NEWMEveryday, its first AI-generated digital brand campaign. At its centre is 'The Chameleon Effect', an original anthem created specifically for the brand, and a brand film following a young woman through college, work, travel, dates and nights out. The chameleon — already NEWME's logo — becomes the metaphor for constant evolution: adapting to surroundings while keeping its own identity.

Both the film and the anthem's audio were generated with AI, conceptualised and executed by NEWME's in-house team rather than an external agency. AI handled the visual sequences, characters, environments and transitions, and enabled the development of the original track. CEO Sumit Jasoria said the team didn't want to use AI just because it was new — they started with the creative idea and explored how AI could push it further, with the speed from concept to execution (about 30 days) the most exciting part.

The campaign extends into participation: consumers are invited to create transition reels using 'The Chameleon Effect' track, showing different sides of their own lives, with one winner receiving Rs 50,000 in NEWME credits. Jasoria framed the campaign as the brand's technology-first thinking — already used in trend tracking and supply chain — moving into the creative process, and as a way to keep the chameleon relevant to Gen Z women across the country as NEWME grows.

The chameleon was already NEWME's logo, so the campaign could build a story out of an asset the brand owned instead of inventing a device the audience had to learn.

Gen Z wardrobes shift between college, work, travel and nights out within a day, and one protagonist morphing through settings says that faster than a model montage.

AI was the production choice, not the message: an in-house team using it across visuals and music compressed the concept-to-launch cycle to about 30 days.

Start with the idea, then let the tool chase it: AI worked here because the chameleon metaphor was already the brand's, not because the output was novel.

The campaign rolls out across NEWME's digital and social platforms through film teasers, interactive content and consumer participation around 'The Chameleon Effect', with the transition-reel challenge and the Rs 50,000 credit prize running under #NEWMEEveryDay. NEWME positions the anthem as an original audio property that can extend beyond the film across its digital ecosystem.