An outdoor and social campaign that expanded a TVC 's chase sequence into a series of new scenarios.

Shooting everything practically wasn't feasible. Creating it traditionally with studio plates and separate backgrounds would have resulted in something that looked put together, slightly off, a disappointing collage.

The brief began with seven basic scenario concepts and a single rough layout to establish product positioning. Beyond that, I was given creative freedom to develop each image, guided by ongoing client feedback.

AI excels at generating guided random images. The real work lies in directing that randomness into a cohesive series.

The project required matching the talent and wardrobe from the original TV commercial, but create new performances of two talent in complex compositions, meaning no prompt could generate the images alone. A pool of talent reference images I shot at the TVC casting were of limited help. As I changed angles or expression, the logic AI applies to faces and character types means the moustached actor in a checkered shirt desperately wants to transform into an aging American pick up truck driver because that’s what the AI derivative training of moustached plaid means.

In order to get the pack heroed compositionally, I lit and rendered it from 3d software. The hands and grip positions were rebuilt to create interaction between the pack and mans body. 

Thus the AI image generation became a crafted process of refeeding in and out of various ai models in stages and alongside external compositing.