How Sandro Baebler Translated AI Concepts into Realistic Visuals for the Largest Private Bank in the World
Photographer and Director Sandro Baebler, renowned for his dynamic portraits and sports photography, recently collaborated with UBS Financial Services on an ambitious campaign. Sandro always brings a unique blend of precision and creativity to his work which was important for this project as the client dreamed of big concepts throught he use of AI.
Developed by German agency Fraser, The campaign focused on UBS’s entrepreneurial clients, with the goal of visualizing the bold spirit required to lead innovative ventures. Sandro’s role involved translating a complex creative brief made with AI into a series of visually compelling narratives that blend realism and sci fi. Over the course of a week, he and his team traveled to five locations to create images that balanced practical ideas with the conceptual, including the integration of cutting-edge CGI elements.
What was unique about this project compared to your previous work?
This campaign heavily incorporated CGI, which was a departure from my usual style. Typically, I’m moving around with my camera, capturing dynamic, candid moments. For this shoot, everything was more static. The camera was fixed on a tripod, and we locked the framing early on to make space for the text and CGI elements. It felt more like directing than photographing—I could focus on interacting with the models, clients, and set designers rather than being behind the lens the whole time.
What challenges did you face during the shoot?
One of the biggest challenges was managing expectations tied to AI-generated mood boards created by the agency. Some of the AI-generated concepts included machines and settings that simply don’t exist in real life, like a carpentry workshop with impossibly designed tools. When we scouted locations, we had to explain why certain elements weren’t feasible. The agency and client were quick to adapt and collaboratively we came up with solutions.
How did you handle the integration of CGI?
We collaborated with a CGI company to create robots, trucks, and cranes featured in the campaign. We started with AI-generated sketches to explore different designs, then refined them into detailed 3D models. On set, we used stand-ins—including a dancer dressed in colors matching the final robots—to help with positioning and movement. Shooting on location and combining it with CGI required meticulous planning, such as capturing 360-degree HDR images to provide the CGI team with accurate lighting and environmental data.
Did this approach change the way you work?
It did! The static nature of the shoot gave me more freedom to act as a CGI director. I became the interpreter between all parts of the production: the client, the agency, and the CGI team. It’s a dynamic role that requires ensuring everyone’s vision aligns while staying practical about what’s achievable. I enjoyed this different kind of challenge and would happily take on more projects like this in the future.