Services · AI Content
AI is a production tool. Taste is still the job.
Campaign-quality imagery and film, without a full production budget.
Campaign-quality imagery and film, without a full production budget.
The tools are the same for everyone, which is exactly why the output is not. Cheap AI content is a briefing problem, not a technology problem: without a brand world to work inside, a generative model will produce the average of everything it has seen.
So we build the world first, then generate inside it. Palette, casting, light, texture, framing and tone, written down and enforced. That is the difference between AI content that looks like your brand and AI content that looks like everyone's.
Not every brand world is photographic.
Illustration is the other half of this.
A drawn world can go places a shoot cannot: a character can be recast, aged, dressed and re-staged for the price of a brief, and it never ages out of a contract. For brands with a cast rather than a spokesperson, that matters.
The studies below are self-initiated. The character set is our own, and the run from illustration to product to photography is there to show the same idea holding its shape across all three.
Self-initiated illustration studies. Not commissioned by, affiliated with or endorsed by any brand.
High-quality AI imagery for the built environment.
Some sectors have almost no usable library.
Property, facilities management and services businesses tend to be stuck with the same few thousand stock photographs, which is why so many of them look identical. Shooting the alternative means access to buildings that are occupied, in use and often private, plus crews, permits and insurance.
So we build the environment instead: lobbies, workspaces, atriums, plant and residential interiors, with the right people doing the right work in them, generated to a brand’s own palette and uniform rather than to a stock library’s.
Generated imagery, made for brands that cannot easily shoot the spaces they work in.
The work.
All work→
Gentle Monster, HeartwearEyewear · 48-hour campaign
Fragrance StudiesSpeculative · Casting & art direction
RIMOWA × Slawn, SLIMOWAUnofficial collaboration · LondonSpeculative pieces are labelled as speculative throughout.
We kept the working out.
Before any of this was a service line it was an experiment. GENESIS is an open archive of 191 concepting pieces from that phase, published with the prompt fragments that produced them — not as portfolio, but as a record of how the art direction was actually arrived at.
It is a fair way to judge whether someone knows what to ask a generator for, which is most of the job.
Not sure this is the piece you need?
The Luxury Brand Audit is £750 and takes 72 hours. It tells you what is costing you most right now and what we would fix first, in order. If you already know what you want, build a brief instead and you will get a real proposal rather than a generic one.