Generative AI · Art Direction · Motion · Experimental Creative
AI Creative Lab
Client
Ongoing practice · applied at JD Advisors
Role
Creative direction · concept development · art direction · production
Timeline
2024 — Present
Deliverables
Concept exploration · Motion tests · Campaign application · Production system
01 — Challenge
Generative tools produce volume quickly and direction slowly. The useful question is not what a model can render, but where in a real production workflow it saves time without eroding craft — and where it should be kept out entirely.
02 — My Role
- Applying generative workflows inside live client production
- Concept and motion exploration ahead of committed production time
- Art-directed refinement of every generated element
- Documenting a repeatable workflow for a small creative team
How it was solved
03 — Creative Approach
01
Brief
Each experiment starts from a real communication problem, not from a prompt.
02
Concept
The creative idea is written and sketched before any tool is opened.
03
AI exploration
Generative tools are used to widen the option set quickly — visual directions, motion tests, alternative framings.
04
Design refinement
Everything that survives is rebuilt by hand: typography, composition, colour, retouching and edit in Photoshop, Illustrator and After Effects.
05
Final application
The output ships as a real asset — advertisement, motion piece, campaign frame, identity study or social video.
Tools: Midjourney · Google Flow · Veo · Kling · Gemini · Perplexity · Adobe Creative Suite
Systems thinking
The System
- Research and audience briefs
- Concept frames
- Generative visual exploration
- Art-directed refinement
- Motion test
- Final campaign application
Selected visuals
04 — Selected Execution
Exploring how generative AI expands concept development, storytelling and motion production when paired with experienced creative direction. The tools accelerate exploration; typography, composition and judgment still decide what ships.
Process
AI-Assisted Workflow
Generative tools widen the option set early. Every element that ships is art directed and rebuilt by hand.
Research & ideation
Accelerated audience and topic exploration before any concept work begins.
Messaging development
Generated and evaluated initial script directions, then refined them by hand.
Creative exploration
Tested visual and motion directions rapidly to pressure-test the idea early.
Production system
Combined repeatable assets and templates to shorten turnaround time.
Midjourney · Google Flow · Veo · Kling · Gemini · Perplexity · Adobe Creative Suite
Evidence
05 — Impact
- Shorter research and concepting cycles on live campaign work
- More directions tested before production time is committed
- A documented workflow separating exploration from finished craft