ERL designer Eli Russell Linnetz takes a bold step beyond the runway, merging fashion and innovation in a groundbreaking campaign for NEO, the world’s first humanoid home robot. Partnering with the Norwegian tech company 1X Technologies, Linnetz directed, photographed, and conceptualized the launch project, creating a narrative where fashion meets technology in the most intimate of spaces — the home.
A year in the life with a humanoid home robot
The campaign unfolds as a year-long photographic study exploring the relationship between humans and intelligent machines. Rather than focusing on NEO’s mechanical design, Linnetz’s lens turns toward emotion — capturing quiet moments of coexistence, shared routines, and the subtle poetry of living alongside a sentient creation. The imagery blurs boundaries between human and machine, portraying the NEO robot not as a gadget but as a companion that reflects back our own humanity.
When fashion speaks the language of the future
Linnetz integrated clothing from his own label, ERL, grounding futuristic themes in his signature California aesthetic — nostalgic, playful, and deeply personal. Through this visual dialogue, the campaign reimagines domestic life in the age of artificial intelligence, transforming the presence of the humanoid home robot into an artistic exploration of time, intimacy, and connection.
Set to appear across digital and physical platforms throughout 2025, the NEO campaign marks a visionary moment where creative direction, technology, and emotion converge — proving that when fashion meets technology, the result can be both human and profoundly forward-looking.
Photography courtesy of ELI RUSSELL LINNETZ and 1X TECHNOLOGIES
