04Approach & tools

AI & Automation

What I did

I use AI in two areas: creating generated imagery and a project that automates the reformatting process. Both shorten delivery time, so I can focus on what matters most: concept and quality.

Experience

I have worked with AI since 2025. Over this time my role has expanded to include image production, an area in which I am deliberately building my expertise.

Approach

AI has no taste. The designer does. A generator offers a thousand possibilities, but I decide which one is right for the brand. I treat AI as a tool that speeds up the work, not as the author.

04.1

From vision to product

01
Vision
Moodboard, narrative and light: I define the look and mood of the scene.
02
Background
I generate a setting that fits the season and the brand’s character.
03
Styling
I choose the model, outfit and pose, just as on a photo set.
04
Brand product
I place the real product in the scene and match light, shadows and reflections.
05
Film
I turn the image into a short video for social media.

04.2

AI imagery

Model in a beige outfit with a woven tote against walnut panelling

Model in a cream coat with a burgundy bag against snowy mountains

Model in a brown leather blazer and boots on a cowhide rug

Two models in brown tones against a green backdrop and checkerboard floor

Model in beige knee-high boots on a black chair

Man in a white suit on a black-and-white checkerboard floor

Man in a white suit relaxing on a sun lounger

Woman in a striped dress and man in a white suit on a lounger in a garden

Woman in a striped dress by a wooden table in a garden

Black leather hobo bag on a chrome sphere

Blonde woman in cat-eye sunglasses and gold earrings

Skater in an orange cap holding a skateboard

04.3

One scene, two looks

Model in a pink skirt and red sneakers, first styling of the same scene

Model in a plaid skirt and suede boots, second styling of the same scene

04.4

Automation & Figma library

Automation brought structure to the team’s work: all brand logos and approved fonts now live in one place. I co-created a template with text components and their variants for international markets. Localising copy, once done by hand, now takes a few clicks.

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