AI Creative Lab
Explore what AI can actually do for your brand.
Creative exploration, visual directions, production tests and workflow recommendations — with an honest read on where AI helps and where it does not.
For teams evaluating AI
AI production
From generation to production.
Raw generation — no post
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Floating Outpost
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Silhouette Study
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Textile Creature — Motion Test
AI makes images. Production makes them work.
Every brand and agency I speak to has already made an impressive image. Very few have turned one into a campaign that survived a brand review, a format matrix and a legal check.
The six stages below are what sits between those two states.
01
Creative Direction
Idea, message, visual territory. The part no model can brief itself on.
What should we create?
02
AI Exploration
Fast, wide, deliberately unfinished. Exploration is cheap now — that is the actual gift.
What becomes possible?
03
Visual Control
Reference systems, locked parameters, repeatable setups. One good frame is luck; two hundred is a system.
How do we achieve consistency?
04
CGI / Design / Motion
Products, proportions, typography, motion, anything that has to be exactly right. This gets built, not generated.
What needs to be built beyond AI?
05
Postproduction
Compositing, retouching, colour, cleanup. Where generated material becomes brand material.
How do we control every detail?
06
Final Assets
Formats, versions, resolutions, delivery. A campaign is not one image — it is two hundred files.
How does it become campaign-ready?
Difference
Anyone can generate. Not everyone can direct.
An AI artist produces images. A production director is accountable for what happens after the image is approved: consistency across forty assets, a product that is exactly the product, type that is set rather than hallucinated, a grade that unifies a campaign, and files that a media agency can actually run.
That accountability is not a tooling question. It comes from thirty years of delivering campaigns where being nearly right was never an option.
Personal work
Directed experiments.
Personal studies, generated and directed the same way client work is — a consistent idea pushed through iteration, not a single lucky prompt.
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Textile Monster Truck
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Ceremonial Mask — Study I
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Ceremonial Mask — Study II
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Bio-Pod, White
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Bio-Pod, White — Vertical
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Bio-Pod, Grey
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Bio-Pod, Grey — Vertical
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Reclaimed Giant
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Light Creature, Daylight
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Light Creature, Night
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Reclaimed Kaiju
Engagements
Five ways to start.
Each one is a defined scope with a defined output. The first three exist so a brand can find out what is actually possible before committing a campaign budget to it.
AI Campaign Prototype
Turn an idea into a production-ready visual concept.
Key visuals, visual language, AI and CGI tests, motion tests and a campaign prototype you can put in front of a decision maker.
For pitches and pre-production
AI Creative Production
From briefing to final assets.
Creative direction, AI generation, CGI, motion, compositing and final production. One responsibility from first idea to delivered files.
For live campaigns
AI Brand Visual System
Build a visual language that can scale.
Consistent, reproducible AI-driven brand imagery and the production workflows behind it — documented so your team can run them.
For brands producing continuously
AI Creative Workshop
AI Creative Production for brands and agencies.
Hands-on workshops for marketing, brand and creative teams. Real briefs, real tools, real output — not a slide deck about the future.
For in-house teams and agencies