RÆBURN relaunches with an AI film by Belief Studio

RÆBURN has relaunched with an AI-generated campaign film. The London design studio published RÆBURN, REBORN, a film made with Elliott Starr's Belief Studio, on 14 October 2026.

The film was generated using Belief Studio's owned AI workflows plus Google Nano Banana and Seedance, with sound by Forza Sound, according to the campaign's press materials as carried by Ads of the World and Branding in Asia. The brand's own journal post does not name the tools. Belief Studio describes itself on its site as an AI-augmented creative studio.

The film reverses a famous survival story. Starr told Mediashotz that his reference was William Rankin, the American pilot who ejected into a thunderstorm at 47,000 feet in 1959 and rode the clouds for about 40 minutes before landing. In RÆBURN, REBORN, a man wearing the label's Air Brake shorts and jacket, made from recycled Air Brake parachutes, sprints up an industrial stairwell, emerges on a London rooftop, and jumps. He travels through a lightning storm, floats above the clouds, and lands on a rooftop in the Greenwich Design District, where a compass, the RÆBURN logo, is set in the concrete below him.

RÆBURN is not new to rendered film. Its own journal post says the brand was making fully CGI films as far back as 2012. The campaign press release, as reported by FashionNetwork, puts its first CGI film in 2014. The two accounts disagree on the year.

On environmental impact, RÆBURN is careful with its wording. The brand's post says Belief Studio worked from a conservative worst-case estimate of the film's footprint, doubled its mitigation contribution, and RÆBURN matched it, with the money going to water and carbon-offsetting projects. The post states that the project is not presented as a claim of carbon neutrality. The press release separately says the film's footprint "is estimated to be a fraction of what a traditional shoot would generate."

The relaunch follows the closure of RÆBURN's webstore in May 2026. The brand has since moved its studio to the Design District on Greenwich Peninsula and expanded into architecture and furniture, shifting toward a design-led model. Founder Christopher Raeburn said the film is part of a wider partnership with Starr, whom he first met in 2025.

For creators, the campaign is a documented example of a boutique brand commissioning a hero film from a studio's workflow built on general-purpose image and video models, rather than booking a shoot.

The film is on RÆBURN's website and the brand's social channels.