Guide / 3 min read
Write the constraint-led brief before anyone opens a prompt
A compact working brief for AI-assisted advertising that makes the decision, evidence and non-negotiables visible before exploration starts.
Open the guide ↗Reading path 01 / Creative craft
Make the idea survive the output.
For art directors, copywriters and creative leads turning a promising route into work with an identifiable point of view. Start with the brief, then inspect what happens to the product, the sequence and the brand.
Guide / 3 min read
Product fidelity review: inspect the thing being sold
A review method for stopping attractive AI imagery from changing the product, the subject or the offer.
Open the guide ↗
Guide / 3 min read
From storyboard to shot list: make the handoff executable
Turn AI-assisted previsualization into a production handoff that tells a crew what to make, not merely what the route felt like.
Open the guide ↗Guide / 3 min read
Continuity review for AI film: test the joins before the launch
A shot-to-shot review pass for synthetic, live-action and mixed footage that finds breaks the generation window cannot see.
Open the guide ↗Explainer / 3 min read
Brand codes without sameness: give the system a grammar, not a moodboard
Keep AI-assisted creative recognizably on-brand without flattening every route into the same generic style.
Open the guide ↗See the decisions in the work.
All case files ↗Campaign reference / 2022
Heinz: the brand was already in the machine.
A familiar bottle, seen through a generator. A useful brand-memory experiment, not an impartial test of what ketchup means.
Campaign reference / 2024
Mango Teen Sunset Dream: fashion imagery generated from the real garment
Mango used generative AI to create the campaign for its limited-edition Sunset Dream collection, while grounding the imagery in photographs of the actual garments and retaining art-team selection and retouching.
Campaign reference / 2026
Lipton × Critical Mass: use AI to previsualize the shoot, then put real people in frame
Across Latin America, Critical Mass used Firefly to explore a large set of visual directions before a real-model production—an example of generative AI doing pre-production work rather than replacing the finished shoot.