AI generation

Generative tools can now produce imagery and short video that would have needed a location, a crew and a budget a few years ago. Used well, they let smaller brands produce campaign-quality visuals, test ideas before a shoot, and keep a steady flow of content without repeating the same photos.

Used carelessly, they produce the glossy, slightly wrong images everyone now recognises. The difference is direction.

I treat every AI project like a shoot. It starts with a brief and a mood board, a clear idea of light, setting, styling and the feeling we are after. Generation is only one step: images are selected, combined, corrected and retouched by hand until they meet the same standard as photography.

• Campaign and social visuals
• Product imagery and lifestyle scenes
• Concept art and mood boards before a real shoot
• Short motion pieces and animated loops
• Backgrounds, textures and editorial illustration

A single striking image is easy. A set of images that clearly belong to one brand is harder. I build a visual reference for each client, covering colour, light, composition and the details that recur, and use it across every generation so the work stays recognisable from one month to the next.

Where your real products need to appear, they are photographed or supplied and composited into generated scenes, so what customers see is what they will receive.

I use commercial tools with clear usage terms, avoid imitating living artists or real people, and tell you which images are generated so you can label them where your market or platform expects it. Generated product imagery never misrepresents what the product is.