Generative AI is rapidly transforming how visual content can be created and produced. Recognising this shift early, I led the development of a new AI-assisted workflow for digital asset creation within the organisation.
The ambition was to rethink how visual assets could be developed faster and at greater scale while maintaining the brand’s premium visual expression.
Reimagining how visual worlds are created, combining generative technology with art direction and design craft.
By integrating tools such as MidJourney into the creative process, we were able to rapidly explore environments, lighting, and compositions that traditionally required complex production setups. Selected outputs were then refined through retouching, compositing, and art direction to meet the brand’s visual standards.
To support this shift, I developed a structured workflow that connected generative AI with traditional design and post-production.
The process aligned creative direction, stakeholder input, and scalable asset generation within a single production pipeline.
What began as a creative exploration evolved into a scalable model for digital content production, establishing a new standard for asset creation across the organisation.
