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, nanoBanana etc
BUFF PEANUT BUTTER
Market Problem: While peanut butter is popular in Australia, it is still primarily perceived as a kids’ food or a standard breakfast spread. Many health-conscious Australians - especially fitness enthusiasts and bodybuilders overlook peanut butter as a natural, affordable, and tasty source of protein and healthy fats.
Target Audience:
- Primary: Fitness enthusiasts, gym-goers, and bodybuilders aged 18 - 40 who are actively seeking protein-rich, whole-food snacks to support their training and nutrition goals.
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Secondary: Health-conscious Australians interested in natural, plant-based sources of protein and healthy fats, including those following vegetarian or flexitarian diets.
Insight: Peanut Butter is a good source of protein and healthy fats.
Idea: What if peanut butter helped gym-goers and bodybuilders get their protein intake?
Execution: A buff man made of peanut butter flexing muscles.
Justification / Why?
- The Australian fitness industry is booming, with over 4 - 4.3 million gym members nationwide and strong growth among younger demographics (Roy Morgan 2023) (Fitness Australia 2026).
- 68% of Australians are seeking healthier food options, and demand for convenient, high-protein snacks is rising (Mintel Australia 2024).
- Most high-protein snacks in the market are processed bars or shakes; peanut butter offers a natural, wholesome alternative.
- Positioning peanut butter as a “muscle food” taps into the aspirational goals of fitness enthusiasts and repositions the category for adult, active consumers.
Ecosa - Sleep Energy Bars
Problem: Australia is facing a significant sleep health crisis. Approximately 40% of Australian adults are not getting enough sleep, a prevalence rate that experts describe as a "silent public health crisis" largely absent from national health priorities. (Koala 2026)
Insight: Sleep is important because it restores both physical and mental energy.
Idea: What if we treated sleep like an energy bar?
Execution: An energy bar wrapper ripped open with a mattress sticking out. The wrapper logo as ‘Sleep’.
- executions: pillow, mattress and quilt
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 dick 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.
Images initially generated through Midjourney and altered in Photoshop.
Spicy Chicken
Insight: Chickens are prey for predators such as foxes.
Idea: What if the natural predators of chickens 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.
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.
Peg Leg Fix
Insight: Gorilla Glue is also 100% waterproof. Pirates sail the seven seas.
Idea: What if a pirate broke their wooden peg leg? Gorilla Grip Glue could put it back together even under wet conditions.
Execution: A visual of a pirate's broken peg leg.
Generated through Midjourney and edited in Photoshop.
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
Halloween | Spooky Old Pillow
Insight: The yellow pillow stains are pretty gross. They're made of oils, sweat, skin cells, etc.
Idea: What if we turned these yellow pillow stains into Halloween monsters?
Execution: Let's transform the yellow stains on pillows into freaky Halloween faces, reminding people to buy fresh/new pillows.
Animated through LUMAlabs AI
Music sample: https://soundcloud.com/sei_peridot/spook2
Monster voice by: Myself
Insight: The yellow pillow stains are pretty gross. They're made of oils, sweat, skin cells, etc.
Idea: What if we turned these yellow pillow stains into Halloween monsters?
Execution: Let's transform the yellow stains on pillows into freaky Halloween faces, reminding people to buy fresh/new pillows.
Animated through LUMAlabs AI
Music sample: https://soundcloud.com/sei_peridot/spook2
Monster voice by: Myself
Check Your Orbs, Wizards
Insight: Testicular Cancer is generally found through self-examination.
Idea: There is a meme called ‘Pondering my orb’ - a Wizard looking into his orb.
What if we used this analogy to encourage guys to self-examine their balls?
Execution: A wizard examining his ‘orbs’ and sharing how he looks for lumps or changes on his ‘orbs’.
A way of getting guys to self-examine around Testicular Cancer awareness.
This idea can tap into pop culture, such as Harry Potter, LOTR, and D&D, to reach a young male audience.
Testicular cancer is most common in younger men, particularly those between the ages of 20 and 40.
The average age of a testicular cancer patient is 33 years old
Insight: Testicular Cancer is generally found through self-examination.
Idea: There is a meme called ‘Pondering my orb’ - a Wizard looking into his orb.
What if we used this analogy to encourage guys to self-examine their balls?
Execution: A wizard examining his ‘orbs’ and sharing how he looks for lumps or changes on his ‘orbs’.
A way of getting guys to self-examine around Testicular Cancer awareness.
This idea can tap into pop culture, such as Harry Potter, LOTR, and D&D, to reach a young male audience.
Testicular cancer is most common in younger men, particularly those between the ages of 20 and 40.
The average age of a testicular cancer patient is 33 years old
Dancing Sloths | Energy Drink
Insight: Sloths are slow creatures and nocturnal.
Idea: What if an energy drink gave them a boost to dance throughout the night?
Execution: Dancing sloths enjoying a good night out.
Image initially generated through Midjourney.
Animated through LUMAlabs AI.
AI Music sample: www.udio.com/songs/dH2WTNSVMvsFiXzhNaqU9U
Insight: Sloths are slow creatures and nocturnal.
Idea: What if an energy drink gave them a boost to dance throughout the night?
Execution: Dancing sloths enjoying a good night out.
Image initially generated through Midjourney.
Animated through LUMAlabs AI.
AI Music sample: www.udio.com/songs/dH2WTNSVMvsFiXzhNaqU9U
In the words of Austin Kleon,
"Creative people need time just to sit around and do nothing."
OTHER WORK & IDEAS