13 09 SR "As Seen on TV" Fall 2025 Ad Campaign

Review of 13 09 SR “As Seen on TV” Fall 2025 Ad Campaign by Director RickDick

The AI campaigns keep coming, and a new film from 13 09 SR might be the smartest yet.

The accessories brand led by Serge Ruffieux tapped digital artist and social-media fashion provocateur RickDick to virtually craft the film. Experimenting with generative AI technologies, RickDick is part fashion critic and part meme page, lampooning the seriousness of the industry with his subversive and sharp visual commentary.

Titled “As Seen on TV,” the film further channels this spirit while celebrating 13 09 SR’s latest creations. In an uncannily realized apartment bathed in red neon light, a lone individual enjoys a midnight snack and watches television: but these are no typical programs. The old-school analog TV switches between infomercial-style imagery highlighting the collection and fashion news that seems beamed in from a surrealist alternate universe. The Met Gala is overtaken by a swarm of megaflora; Donatella Versace and Miuccia Prada announce their engagement; Anna Wintour stops traffic in a dress made of bananas. Eventually, the chaos on screen bursts out into the real world – or is it the real world?

13 09 SR has an idiosyncratic and uniquely cool approach to design, and the clever thematic perspective of the film wisely extends this spirit that both indulges in fashion hype as reflected on the screen while taking it in a more thoughtful, left-of-center direction.

But what feels like the biggest takeaway from the project is how it treats generative AI as its own artistic medium. Rather than using the technology as a cheap and easy alternative to traditional fashion film or photography, the campaign embraces AI on its own terms, transforming its distinctive quirks and limitations into creative features that realize and augment (rather than distract from) the overall vision.

Artificial intelligence will never be a worthwhile substitute for genuine human creativity, but it can support it like any other creative tool. Making one of the most impactful demonstrations of this truth yet, 13 09 SR evolves its distinct take on style with surrealist excellence.