Fresh Step’s Adoptable Gala is Using Generative AI to Transform Adoptable Cats Into Style Icons

Hollywood’s most glorious night – Met Gala just got over. But guess who is still reeling under all the glitz and glamour and ready to take over the stage? It’s Fresh Steps’ fur buddies. Popular litter brand, Fresh Steps, in association with Best Friends, is transforming cats into divas and dapper gentlemen, all with the power of Generative AI.

In their newest campaign – Adoption Gala, the brand that earnestly works hard for homeless pets and cats, is transforming adoptable cats into style icons. Inspired by the red carpet, the campaign is unleashing cat couture for pets looking for their forever homes. The launch of Fresh Step’s new campaign coincides with an increase in the number of companies using generative AI for marketing.

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What is Adoption Gala?

The campaign produces digital photographs of real cats dressed in extravagant and opulent attire using generative AI, a sub-type of AI that generates text, graphics, and other forms of material from user prompts.

These AI-generated outfits were purposefully created to look like those attendees might wear to the prestigious Met Gala, an annual fashion show and fundraiser held at the Metropolitan Museum of Art in New York City.

• To raise awareness of these animals and the chance to support them and other adoptable pets in shelters around the nation, Fresh Step collaborated with collaborator Best Friends Animal Society to identify cats up for adoption at its New York City Lifesaving Center.

In 2022, a Best Friends Animal Society data analysis showed an improvement in cat lifesaving from the more than 200,000 cats that were needlessly killed in U.S. shelters the previous year.

Eric Jamison, Marketing Director, Fresh Step rightly pointed saying, “If ever there was a pet suited for couture, it would be a cat.”

Jared Leto showed up to the Met Gala in a giant costume resembling Choupette, Karl Lagerfeld’s cat. https://t.co/2jJ7tDbL0K pic.twitter.com/OATdmYGq5B

— The New York Times (@nytimes) May 2, 2023

Speaking about Fresh Steps’ vision, Jamison further stated that the brand is passionate about helping cats in need. And so, when they learned that it would be the first time a cat would be invited to the biggest fashion event of the year, it gave them an incredible idea to spotlight shelter cats by giving them a virtual red–carpet treatment. The brand’s primary goal is for every cat to find a loving home.

Speaking about their partnership, Julie Castle, CEO, of Best Friends Animal Society said that currently, most shelters are consistently at or over capacity and the best way to make a difference in the lives of cats is by adopting your new best friend.

“We appreciate Fresh Step’s support of our mission to save shelter pets. Through this donation, we will be able to ensure cats are provided with the quality of life and care they deserve.”

Cats of Instagram

• Fresh Steps’ Instagram page showcases Elijah, a five-year-old male cat, and Louie, a nine-year-old male. Elijah loves to watch movies and get his head scratched. The self-described independent man is dressed in a white gown that provides “catitude” with exquisite veiling and lace detailing that glides beautifully with each step he takes to the cat bowl.
• Louie demonstrates that the ideal appearance does exist in a design appropriate for the runway and the red carpet. In a “look at me” outfit with mirror jewels and metallic fabric, he exudes a glowing aura. Louie’s glow-up is appropriate for a cat who enjoys just lying around and being petted.

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W******************, Fresh Step is giving Best Friends Animal Society® a $25,000 donation as part of the company’s “Adoption Gala” and providing new cat parents with its innovative Fresh Step Outstretch® Long Lasting Clumping Litter for the shelter. Fresh Step Outstretch® is made with microgranule technology that absorbs 50% more and lasts 50% longer. The brand will astound a few participants with AI-generated outfits fit for the red carpet.