Challenge

The original photography was strong in emotion authentic, but it was not captured with all final media placements in mind. As a result, the composition needed to be adapted—both to accommodate typography and to remove background elements that distracted from the intended message.

Traditional solutions—such as heavy manual compositing would have increased production time and cost without guaranteeing a better result. The challenge was to evolve the image to meet layout and brand requirements while preserving realism, consistency, and the integrity of the original moment.

Process and Applications Used - review before publishing

Generative AI was used as a targeted design tool to support image refinement, not to redefine the creative concept. Using AI‑assisted image editing, background elements were selectively removed and the scene was extended beyond the original frame to accommodate the required ad dimensions.

Clear, controlled prompts were used to ensure continuity in lighting, perspective, and architectural detail. From there, the image was manually refined through traditional art direction—adjusting composition, colour balance, contrast, and detail—to ensure the final asset felt natural, intentional, and fully aligned with brand standards.

This hybrid approach allowed for greater creative flexibility and production efficiency while keeping human judgment at the centre of the final outcome.

Results - review before publishing

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

In both examples, generative AI was applied selectively to solve layout and format challenges while preserving the integrity of the original image. The goal was to extend usability—not to alter the concept or narrative of the photograph.

The final asset successfully met the layout, sizing, and brand requirements while maintaining a natural, authentic look.