AI is used as an image-making tool within a broader art-directed process. Generated imagery provides a starting point for exploring lighting, form and composition, before being refined, corrected and designed to meet real-world brand and campaign needs.
FINAL DESIGNED ARTWORKAI-GENERATED BASE IMAGECreated as supporting campaign imagery for a stationery brand, this image was used as a lifestyle mockup with invitation designs overlaid. AI was used to establish the composition and lighting, then refined through editing to correct irregularities, improve realism and ensure the final image could sit naturally across social and campaign touchpoints without additional copy.
FINAL DESIGNED ARTWORKAI-GENERATED BASE IMAGEDeveloped as a self-promotional image, this concept uses AI as a base for exploring mood and form.
The image was then extensively refined to enhance realism, lighting and material detail, before typography was applied to create a finished advertisement.
FINAL DESIGNED ARTWORKAI-GENERATED BASE IMAGECreated as a mockup for portfolio use, this image explores scale and environmental context.
AI provided an initial structure, with realism introduced through editing, including colour correction, lighting adjustments and subtle imperfections, to ensure the final result felt believable within a real-world setting.