Runway Prompts
Casting to campaign
A five-model fashion campaign built entirely from prompts: the cast, their hair and makeup, a line of clothes designed from scratch, and the editorial shoot they end up in. Here is every prompt in the order it ran, ready to copy or open in Runway.
- Runway Agent
- Character sheets
- 5 phases
- 21 prompts
Before you start
The campaign is built in five passes, and each one hands its output to the next: a cast, then their hair, then their makeup and character sheets, then a line of clothes, then the shoot. Nothing is generated in isolation, which is what keeps five faces and nine garments consistent from the first lineup to the last frame.
Every prompt runs in Runway Agent. The @ names point at images attached to the conversation, so @ Model4 or @ MakeupDirection means whatever you dropped in; the reference boards on this page are the ones this campaign used, and they are the part you should swap for your own. Copy any prompt as is, or open it in Runway with the composer prefilled.
Step 1
Cast the models
The campaign starts with faces. The first prompt asks for a lineup of five models against a white studio wall, shot straight on, with a brief that pushes back on the too-perfect look: natural skin texture, nothing hyper symmetrical. Asking for six lineups at once gives you a pool to cast from instead of one take to accept or reject.
Once a lineup works, the rest of the pass is editing. Split it so each model has her own generation to build on, adjust a single detail, then take everyone full body in a neutral base outfit. The last prompt widens the range of bodies in the cast.
First round of casting
Attach your casting boardReference the attached @ Casting Direction to create a line up of headshots of 5 net new female models that range in race, in their 20’s and for a fashion campaign. They are beautiful but not in an artificial way. Their skin has natural texture, nothing is too perfect or hyper symmetrical. The headshots should be side by side, shot directly on and in a white studio. Natural lighting on their face. Generate 6 lineups.
Output
Separate into individual headshots
Separate each model to give them their own generation.
Subtle hair change
Add baby bangs
Full body looks
Generate full body looks for these models. White tank top, blue jeans, black ballet flats.
Add body diversity
Attach the modelsChange @ Model to size 12-14 and change @ Model to size 1-12
Step 2
Design the hair
Hair is its own pass, run against a reference board. The brief is athleisure: active braids, high ponytails, wet looks. Four options per model, all shot on white, and every model gets different styles so the cast does not read as one look repeated five times. The prompt also asks for the styles to be culturally and racially sensitive, which is worth stating explicitly when you are generating hair across a mixed cast.
Everything after that is revision: strip a detail you did not ask for, get more options for the two models whose first round missed, bring in a new reference for one specific style, then assemble the results into a lineup and swap a model inside it.
First round of hair
Attach your hair boardCreate new hairstyles for an athlesiure fashion campaign. Think active braids, high ponytails and wet looks. Reference this @ Hair for inspiration. Create 4 options per model shot on white. Hairstyles should all be different from model to model. Ensure hairstyles are culturally and racially sensitive.
Reference
Edit the hair, remove the bows
Remove the little bows in the front
More options for two models
Attach the modelsMore hair options for @ Model4 and @ Model5
Add a reference for a new style
Attach your referenceDo a similar hairstyle to @ Headband on @ Model4 but make her headband white
Generate a lineup
Attach every image you needGenerate a lineup
Change a model in the lineup
Attach the lineup and the new modelReplace the model in the far right of @ Reference Image with this Model @ Model5
Step 3
Set the makeup and build character sheets
Makeup works the same way: a direction board, then one prompt per model so the look can be described in her own terms. This one asks for dewiness and a subtle flush rather than a finished beauty look, because the campaign wants skin that still reads as skin.
The pass then turns each model into a character sheet: full body front, full body back, headshot front, headshot back, in a fixed base outfit. Those sheets are the identity references every later prompt attaches, and they are what holds five faces steady through styling and the shoot.
First round of makeup
Attach your makeup board and a modelUsing @ MakeupDirection as your guide, create a makeup look for @ Model1 that reflects some dewiness and subtle flush of her cheeks.
Reference
Character sheets
Attach the modelsCreate a character sheet of this model. Full body front, full body back, headshot front, headshot back. White tank, blue jeans, black pointed booties (kitten heel)
Character sheets for body diversity
Attach the modelsGenerate 4 character sheets for @ Model and she is a size 14-16.
Step 4
Design the clothes and style the cast
The clothes are designed before anyone wears them. The first prompt hands over a board of reference tops and asks for a six-piece line that shares their vocabulary: layering and faux layering, ruching, sheer panels, draping, lettuce edges, color blocking, all in the same palette and shot like product photography on white.
From there the line is expanded to twenty pieces, narrowed to the nine that work, given matching bottoms, and finally put on the cast. The styling prompt is the longest one in the campaign and the most specific: show-fitting proportion play, half-fastened pieces, sweaters tied around the body, a deliberately hurried quality that still has to read cohesive and editorial.
The lineup below is what that last prompt returned.
First round of styling
Attach your tops boardSee how all of these tops have special details like cool layering or faux layering techniques, interesting shapes, ruching, super light sheer techniques, draping, lettuce edges, color blocking, etc. I want to create my own line of tops that incorporates the same vibe. Equally assess these references and what I described here to create a line of 6 tops within this same color palette. All shot like a product photo on white.
Reference
Generate more tops
These are cool, let’s add 20 more to the collection.
Show specific tops
Generate a lineup of the following tops: 1, 5, 7, 9, 10, 11, 14, 15, 17
Output
Corresponding bottoms
Add a corresponding pant (capri’s, wide leg, subtle flare), skirt (range of styles and lengths) or shorts (range of styles and lengths) to each of these tops and keep the tops in place. Think preppy-sporty activewear with a retro, ballet-and-tennis-inspires aesthetic - fitted knits, refined tailoring, and an elevated, minimal-luxury feel.
Output
Style the models
Attach the tops, bottoms and character sheetsStyle these models in these outfits with runway/show-fitting styling and a retro, minimal-luxury sporty-prep aesthetic. Layered, proportion-play looks: cropped polos, sporty bralettes under shrunken knits, two-tone windbreakers, mico pleated skirts, knee socks and loaders. Purposely haphazard, mismatched styling like sweaters tied around the body and pieces left half-fastened, with a “getting dressed in a hurry quality that reads urgent and slightly strange but cohesive and editorial. Luxury product. Modest by cool.
Output
Step 5
Shoot the editorial
With the cast styled, the shoot is two prompts. The first puts the models in front of a fabric backdrop painted like a summer mountainside and asks for a cinematic, slightly absurdist luxury campaign look. It comes back as a contact sheet per model, which is closer to what a campaign actually needs than a single hero frame: several usable angles of one look.
The second prompt turns those stills into a fifteen-second social cut, with the pacing, grain and lighting spelled out so the video matches the stills rather than reinterpreting them. Its output is the clip at the top of this page.
Sets
Attach your styled castCreate an editorial fashion campaign image of these models posed in front of a fabric backdrop resembling a summer mountainside. Cinematic, slightly absurdist luxury campaign aesthetic.
Output
Video
Attach every on-set imageCreate a 15-second high-fashion social video with lots of quick cuts and zooms, models smiling at the camera, mixing analog home-video footage with professional camera shots. Behind-the-scenes energy, these models in these outfits in this editorial location: in front of a fabric backdrop resembling a summer mountainside. Cinematic, slightly absurdist luxury campaign aesthetic with elevated sporty prep styling, retro athletic influence, and playful surreal art direction with a quiet-luxury polish. Dreamy hazy film lighting, soft grain and halation, warm-cool color washer. Playful, flirty, high-energy mood.
