Gen AI
Two self-initiated projects exploring generative AI as a medium for brand art direction. I wanted to see if it was possible to establish a new way of developing distinctive visual identities.
Each project starts with a creative brief and a brand context. It was important to take an aesthetic position in order to define the visual language. The work is directed with the same rigour you'd bring to a photography or film shoot creating key visuals that are original and brand ownable.
Each project starts with a creative brief and a brand context. It was important to take an aesthetic position in order to define the visual language. The work is directed with the same rigour you'd bring to a photography or film shoot creating key visuals that are original and brand ownable.
Roam
Roam is a fictional outdoor and lifestyle brand. The brief was to establish what its world looks like without a budget for a location shoot. The creative direction centred on an alternative to the clean, saturated aesthetic that dominates outdoor brand imagery. The visual language was built upon the qualities of serious documentary landscape photography, overcast northern light, atmospheric layering, unhurried movement. The aim was a brand that looks like it has a relationship with the outdoors. Achieving that quality through generative video required creative direction.
The generative process was treated as a shoot with the same creative direction applied to framing, lighting and movement that would be briefed to a cinematographer.
The result is a library of key visual assets that sit credibly alongside commissioned photography in a brand identity or campaign context.
Roam is a fictional outdoor and lifestyle brand. The brief was to establish what its world looks like without a budget for a location shoot. The creative direction centred on an alternative to the clean, saturated aesthetic that dominates outdoor brand imagery. The visual language was built upon the qualities of serious documentary landscape photography, overcast northern light, atmospheric layering, unhurried movement. The aim was a brand that looks like it has a relationship with the outdoors. Achieving that quality through generative video required creative direction.
The generative process was treated as a shoot with the same creative direction applied to framing, lighting and movement that would be briefed to a cinematographer.
The result is a library of key visual assets that sit credibly alongside commissioned photography in a brand identity or campaign context.
_2026-05-15_15-17-41/Gemini 3 (Nano Banana Pro)_0002.png)
_2026-05-15_15-18-16/Gemini 3 (Nano Banana Pro)_0002.png)
_2026-05-15_15-18-16/Gemini 3 (Nano Banana Pro)_0003.png)
_2026-05-15_15-18-16/Gemini 3 (Nano Banana Pro)_0004.png)
_2026-05-15_15-18-16/Gemini 3 (Nano Banana Pro)_0005.png)
_2026-05-15_15-18-16/Gemini 3 (Nano Banana Pro)_0001.png)
_2026-05-15_15-19-05/Gemini 3 (Nano Banana Pro)_0003.png)
_2026-05-15_15-20-08/Gemini 3 (Nano Banana Pro)_0002.png)
_2026-05-15_15-20-08/Gemini 3 (Nano Banana Pro)_0001.png)
Flora.
This brief explored how a rich, layered visual identity might be built entirely through generative imagery with no photography, set or stylist.
The creative starting point was a set of four distinct visual traditions of Edwardian botanical illustration, woven textile craft, greenhouse photography and contemporary editorial stylised still-life. The art direction challenge was to draw from and expand upon these four references and to develop a visual language that felt original.
Across an extended body of work from generated imagery the goal was to create a recognisable world of texture, colour and form that could carry across a brand identity and used in a campaign or as a sequence of motion assets. The result was a visual system with genuine depth and uniqueness.
This brief explored how a rich, layered visual identity might be built entirely through generative imagery with no photography, set or stylist.
The creative starting point was a set of four distinct visual traditions of Edwardian botanical illustration, woven textile craft, greenhouse photography and contemporary editorial stylised still-life. The art direction challenge was to draw from and expand upon these four references and to develop a visual language that felt original.
Across an extended body of work from generated imagery the goal was to create a recognisable world of texture, colour and form that could carry across a brand identity and used in a campaign or as a sequence of motion assets. The result was a visual system with genuine depth and uniqueness.
