Brainclub 5000
AI-NATIVE CREATIVE RESEARCH LAB




AIRES ARISE X MALIBU CAPSULE COLLECTION
AI Image Making and Campaign Development

An AI-generated campaign for a collaboration between Malibu Rum and Aries was, on its surface, an exercise in category disruption. Beneath it was a more serious question about where creative authorship resides when the images are made by machines. In summer 2023, Malibu approached Aries — Sofia Prantera's London imprint, known for its studied imperfection and subcultural fluency — for a limited-edition collaboration. 

Rather than using AI to chase polish, Omar and the team ‘street-cast’ inside the model itself: prompts as places, generating models within an age range and demographic, then curating attitude as much as appearance. The lead model was a complete surprise. Creative direction came from Prantera; Omar led the AI image architecture.

“Created by Aries’ in-house design and graphics team and AI wunderkind, Omar Karim, the imagery explores Aries at the beach and in the streets, just where you’d expect to find Malibu being consumed. Like the flavors of the drink, the collaboration is equally rich in cultural nuances, spanning much more than just T-shirts.”


The collection launched across Aries's Soho flagship (£60–£3,600)
E arned Silver and Bronze at the 2023 Lovies
Tested systems now core to Brainclub 5000.