CREATIVE DIRECTION & AI EXPLORATION
While many people don’t like the use of AI in their creative work, I welcome it. It allows me to swiftly convert many of my creative ideas into specific directions for other creatives and team members for everyone to be on the same page visually. While it still cannot replace many of the skills we use daily, a clever usage of AI makes our job quicker and easier to do.
vilgain creative direction
I was tasked to elevate the visual direction of the whole vilgain brand focused on food without additives and healthy lifestyle.
Thanks to many talented people involved in the whole process we managed to achieve great results in a short amount of time, pushing the boundaries of what is possible while maintaining low budget and creating as much as possible ourselves (including shooting videos in conference rooms).
The vision was to achieve a minimalistic style coherent with the brand vision of creating the purest products with no additives while still being visually interesting for customers.
Disclaimer - following photos and videos were done in cooperation with the members of the vilgain creative team under my creative direction.
how I use AI
The world of AI is constantly changing and evolving. You blink and you miss the next big thing.
I truly believe creating visuals and refining ideas with AI is the future of our industry and I try to implement it into the team’s workflow as much as possible. Here are some examples of what we use on daily basis.
ChatGPT - for both text prompts and image generation
Midjourney - image generation, moodboards
Runway - adding movement to generated images
Elevenlabs - AI voiceover + language mutations
