AI + Creative Direction
Creative direction comes first. Technology follows.
I view AI as a creative tool, not a replacement for creativity. Like any tool, its value depends on the person directing it. Strong concepts, intentional art direction, and thoughtful execution are what turn AI-generated elements into meaningful design.
I believe AI should be used with purpose, not simply because it's available. Before incorporating generative AI into client work, I discuss its use with the client and consider the brand, project goals, and target audience.
Audience perception is especially important. For some brands, AI can open up exciting creative possibilities. For others, AI-generated imagery or video may undermine authenticity and consumer trust. Knowing when not to use AI is just as important as knowing how to use it.
My approach combines emerging technology with traditional design skills, creative judgment, and a commitment to creating work that genuinely connects with its audience.
LEVEL UP Opener | FORTÉ
AI supported the creative process from early concept development through a targeted visual effect in the final production. I used AI-generated styleframes to communicate the visual direction and build an animatic, establishing timing and transitions before animation began.
In the final video, AI was used exclusively to create a wireframe treatment over live-action footage (00:11–00:14). All other motion design and animation were created by hand.
The result demonstrates how AI can support creative exploration and enhance specific visuals without replacing traditional design and animation skills.