ART DIRECTION WITH GENERATIVE AI
All work here is proactive, showcasing my creative ideas and the know-how to execute them using AI tools.
The AI tools I have experience with: Midjourney, Runway, Luma, Weavy etc
Buff Peanut Butter
Insight: Peanut Butter is a good source of protein and healthy fats.
Idea: What if peanut butter helped bodybuilders get their protein intake?
Execution: A buff man made of peanut butter flexing muscles.
Dark Maltesers
The concept was generated through Midjourney. A dark chocolate idea for an ad.
Although it would be a nightmare to get approval for IP usage.
Insight: Dark chocolate is an acquired taste for adults. Maltesers are a great movie snack.
Idea: What if some of the darkest villains in cinema were dark chocolate Maltesers?
Execution: Let's have Darth Vader, Lord Voldemort and Anton Chigurh as dark chocolate with bite marks in them revealing the Maltesers' inside.
Durex Fruit
Insight: The eggplant emoji is widely known to represent the penis in sexting
Idea: What if we gave the eggplant emoji the skin of a fruit?
Execution: An eggplant emoji with the skin of the fruit flavours.
Image initially generated through Midjourney and altered in Photoshop. Animated through LUMA and RunwayML.
Spicy Chicken
Insight: Chickens are prey for predators such as foxes.
Idea: What if the natural predators of chicken ate some spicy chicken and started breathing fire?
Execution: A campaign idea featuring natural predators, such as cats, foxes, snakes, etc., breathing fire from eating spicy chicken.
WD-40 - Loosen it
Insight: WD-40 helps lubricate rusted or stuck metal objects.
Idea: What if a bit of WD-40 could help in the impossibly hard situations?
Execution: self-explanatory and simple... the legendary sword in a stone, a rusted shut pirate's treasure etc.
Veggies on Ice
Insight: Kids often prefer unhealthy foods over (frozen) veggies.
Idea: A show that brings families together and helps kids fall in love with veggies again.
Execution: Veggies on ice is a figure skating performance that tells the story of two frozen peas.
They travel through the magical land of the freezer as they try to find their way back to the pea bag.
Mouth Wash
A simple Listerine / mouthwash idea of turning the dangling uvula in the mouth into hanging mint leaves
Midjourney and a bit of Photoshop to get the concept right, with hanging mint leaves.
Rebel Cows
Insight: It's common knowledge that cow milk is used to make cheese
Idea: What if the strong & bitey flavour of the Bega cheese is made from the milk of extra rebellious cows?
Execution: A rebel cow shredding guitar like Gene Simmons from KISS
This idea could be expanded to other well-known people with a rebellious streak.
Midjourney for image generation and a little editing in Photoshop.
RunwayML for image to video.
AI Music sample: https://www.udio.com/songs/67EseGkDeZQtiYaH9VFqj3
In the words of Austin Kleon,
"Creative people need time just to sit around and do nothing."
Midjourney and Generative AI serve as tools to liberate time for contemplation and ideation, pushing beyond the superficial to create truly impactful ideas.
I even wrote a small LinkedIn article on my thought in the use of AI for the ad industry - link
AI Education:
Institute of Applied Tech NSW & CSIRO
- Introduction to Artificial Intelligence
- Responsible Artificial Intelligence
- Generative AI and its Business Applications
- Introduction to Generative AI
- Introduction to Large Language Models (LLMs)
- Introduction to Responsible AI
Microsoft
- Microsoft Certified: AI Fundamentals - link
OTHER WORK & IDEAS