AI that doesn’t look like AI.

AI image generation can bring an idea to life in a way that’s never been possible. It’s new technology, but is far more than a passing fad. Whilst most of the world has jumped to the weird and the wonderful, I’ve been more interested in how it can work for advertising creatives, directors and photographers on a day-to-day basis. I believe it can be a force for greater creativity, by allowing visual thinkers to bring their imagination to life, and to share that vision with non-creatives in an understandable and buyable way.

∙ Pitch Visuals

∙ TVC Concept Boards

∙ Director Treatments

∙ Photographer Treatments

∙ Social Content

∙ Animatic Visuals

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See it, then shoot it.

AI EXAMPLE // Sports/Streetwear

A dive into an imaginary world of sports and football inspired fashion.

AI EXAMPLE // A flowing fashion film…

A summer time fashion ad, featuring different women across multiple locations. Each is moving with grace, lost in their own imagination.

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From real to surreal.

Visualise the concept.

It’s no secret that TVC and stills shoots are a big investment, and can often bring a certain amount of caution. No matter how many treatment images are compiled, it can be tough for a non-creative thinker to visualise the finished product. And that’s where AI can come in. AI references can not only visualise the content, but also do it with the correct lighting, framing and aesthetic. Meaning all parties can go into a shoot agreed on what will be captured.

Bring the dream to life.

Whilst some images are easier to bring to life than others, there really aren’t many limits in terms of content. If you can imagine it, AI can visualise it.

But whilst visuals can be infinitely impressive, it’s important to produce within the parameters of a budget. As part of a job, I’d always want to know ballpark production costs, so that images can be tailored accordingly.

AI EXAMPLE // Escape…

An adventurous boy starts to build a tower from boxes. But how far can he go?

What are the limitations?

This is new technology, and it’s getting better by the month. But there are currently limitations at what can be achieved. Whilst it’s easy to use Midjourney to create the weird and wonderful, creating ‘real’ images is a whole different skill. The smallest tweak of a prompt can make or break an image. I’ve spent hours trying to push it as far as possible to deliver the best results, but it’s not perfect.

Assigning different characteristics to people is tough going at the moment, as is keeping a person consistent through different frames.

As a general rule of thumb, the less there is in an image, the better it’ll be.

If you’re unsure if AI is right for a project, I’m happy to jump on a call and chat about the current limitations.

Get in touch…