This project was created to trigger a new proprietary brand asset in engaging and retaining the McFIT community in an innovative way.
Designed through generative AI, she embodies the brand’s values of determination and innovation.
Human-led Instagram storytelling ensures authentic community engagement, while Zoe evolves as a digital icon for wellness, tech, and motivation.
Client
Mcfit
AGENCY
THINKINGHAT
Year
2025
Role
Art Direction
CHARACTER DESIGN
AI GENERATION
@zoedebiasi
The Zoe project is currently Instagram-first, but the evolution of its storytelling could open up new scenarios and channels. Browse the contents of Zoe's social profile on Instagram.
HER CHARACTER
She represents a manifesto related to movement, wellness and fitness. Zoe is in no way meant to be a standard of reference, but an inspiration to encourage young people to follow a healthy and energetic lifestyle.
