Workflow & Design Optimization (AI‑Assisted)

Role: Art Director | Creative Workflow Innovation (AI)

Challenge
The original photography was emotionally strong and authentic, but it wasn’t captured with all final media placements in mind. As a result, the composition needed to be adapted to support typography and remove background elements that distracted from the message.

Traditional approaches, such as extensive manual compositing, would have increased time and cost without guaranteeing a stronger outcome. The challenge was to adapt the image to meet layout and brand requirements while preserving realism and the integrity of the original moment.

Process and Applications Used
Generative AI was used as a targeted design tool to support image refinement—not to redefine the creative concept. AI‑assisted editing allowed for selective background cleanup and extension of the scene beyond the original frame to meet ad format requirements.

Carefully controlled prompts ensured consistency in lighting, perspective, and architectural detail. The image was then refined through traditional art direction, with adjustments to composition, colour, contrast, and detail to ensure the final asset felt natural, intentional, and aligned with brand standards. This hybrid approach balanced efficiency with creative control.

Results
The final ads felt cleaner, more focused, and more aligned with the intended message. By removing visual distractions and reshaping the environment around the subject, the supporting copy had space to breathe and the concept read more clearly.

Generative AI was applied selectively to address layout and format needs while preserving the integrity of the original photograph. The final assets met all layout, sizing, and brand requirements while maintaining a natural, authentic look.