Selected work
Creative experiment
Creative experiment · Senior Studio
AI as a Creative Partner
A full concept campaign made with AI tools. I wanted to find out what an art director does once the tools can generate the images.
Role
Concept, art direction, AI-assisted production, compositing
Context
Senior Studio, Wilmington College
Disciplines
Creative technology, art direction, image making
Deliverables
Kit and footwear concepts, environments, lookbook, deck
The brief I set myself
If the tool can make the image, what is left for me to do?
I gave myself a proper brief: build a full campaign for a football club, including kit, footwear, locker environments and lookbook imagery. Then I made all of it using AI tools, and paid attention to which decisions were still mine.
Footwear concept
Footwear concept, held
How it ran
Generating the images was the quickest part.
Concept · Art direction · Generation · Selection · Compositing · Final work
I rejected most of what I generated. The ones I kept still needed work: retouching, recomposing, colour matching and putting into a proper layout before they were worth showing.
Kit and apparel range
The work
Kit, footwear, environments and lookbook.
Locker environment
Graphic study
Fashion lineup
What changed
Choosing took longer than generating.
Testing an idea took minutes instead of most of a day, so I ended up with far more options than I could use. Most of my time went on working out which ones to throw away.
The generated images did not match each other. I set the colour, the type and the crop treatment myself and pushed every image towards it until the set held together.
Note
Concept project only. Not official, affiliated or commercial. Club and brand references are used here as a design exercise, not as client work.
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