Generative AI thrives best when paired with human vision
Elevate your creativity by mastering AI

AI tools have become part of our everyday lives. Love them or hate them, they’re not going anywhere – and they’re only going to play a bigger role in how we approach creativity in the years to come.

But let’s be honest, just handing these tools over to your team and expecting miracles won’t cut it. To really make the most of them, we need to shift how we think and work, especially in creative fields where inspiration often sparks from our own experiences, conversations, and the world around us

Stepping into the director’s chair

Generative AI tools bring a lot to the table, but they also require a bit of a mental reset. Unlike the classic “aha” moments we might stumble upon during a brainstorming session, working with AI is much more deliberate. 

The key? Stop waiting for the AI to come up with something brilliant on its own. Instead, step up and own the creative process – think of yourself as a director orchestrating a masterpiece.

Picture a film director on set. They wouldn’t leave critical choices like lighting, framing, or the overall vibe to chance, right? The same goes for using generative AI. You need to have a clear vision of the final product and guide every step of the process, making intentional decisions about what you want to create.

Creating imagery: a hands-on example

Let’s talk about generating visuals for campaigns. Live photoshoots are ideal, but let’s face it, they’re not always practical when you’re juggling tight budgets and timelines. Stock photography has been the go-to, relying on a keen eye to pick images that hit the right notes in terms of emotion, composition, or subject matter.

Generative AI adds a new dimension here. You could let the AI do its thing and cross your fingers, or you can take control. The second option? Far better. When you map out the details – like composition, lighting, or focal points – you’re essentially conducting a digital photoshoot. This way, you’re not just hoping the AI will land on something good; you’re actively steering it toward the results you want.

Giving your team the tools to succeed

Not everyone is used to working this way, and that’s okay. The solution? Equip your team with the knowledge and tools they need to feel confident. We’ve made it a priority to train our teams with workshops focused on prompt engineering across a variety of AI platforms. On top of that, we’ve created easy-to-use cheat sheets that cover everything from camera angles and lens types to lighting and depth of field.

These resources don’t just teach – they empower. They put the creative reins back in the hands of your team, helping them craft images that fit their vision and execute campaigns that stand out.

Wrapping it Up: The director’s mindset

At its core, embracing the director’s mindset isn’t just about mastering new tools – it’s about redefining how we approach creativity. By taking charge of the process, we unlock the full potential of generative AI, turning it into a true partner in innovation. This approach allows us to deliver campaigns that are not only unique but also deeply resonant with our audience