Generative AI + Marketing
Exploring the frontier of creative technology, I’ve partnered with global brands to shape how generative AI elevates storytelling, transforms brand experiences, and opens new avenues of visual innovation. These case studies highlight how I lead at the intersection of design vision and AI-enabled creativity.
Starbucks
Nike
Boeing
Sanofi
Starbucks
Exploring how generative AI could enhance the craft and emotion of Starbucks’ visual storytelling, this project tested how AI-assisted imagery might complement and refine traditional photoshoot workflows.
Objective
To create a visual direction for the Empire State Building Roastery launch that balanced the warmth of handcrafted coffee culture with the sophistication of the New York flagship. The challenge was to maintain authenticity while pushing the visual language forward.
My Role
As Generative AI Design Lead, I guided the creative strategy and trained custom diffusion models to generate mood-board imagery that reflected Starbucks’ brand tone. These AI visuals were used to prototype compositions, lighting, and palette directions before physical production—informing the final photoshoot and campaign alignment.
Outcome/Impact
The project demonstrated how generative AI can serve as a pre-visualization tool, enabling faster creative iteration and sharper alignment between concept and execution. The approach influenced how future client teams integrate AI in early-stage campaign development.
The Prompt:
Two female friends at a stylish bar pouring bright cocktails from an elegant silver beverage dispenser into crystal glasses. Warm, ambient lighting, joyful expressions, cozy atmosphere, shallow depth of field, cinematic composition, soft bokeh background, upscale modern bar setting.
The Prompt:
Wide shot, shallow depth of field, bright lit interior, upscale coffee shop, warm and welcoming. young woman standing at coffee bar counter ordering coffee. woman is talking with the barista, while holding a cup of coffee in her hand. There is a glass of honey on the counter next to a small pile of coffee beans on counter top. picture of an olive branch on wall. modern, upscale, classy coffee roaster.
The Prompt:
Chest down shot, image of a barista wearing a green apron standing behind a counter presenting a coffee drink. coffee cups and coffee beans are on the counter. shallow depth of field.
Nike
In collaboration with Nike, we explored how generative AI can streamline creative iteration and visualize product variations more efficiently. Across three example projects, we demonstrated how AI tools could accelerate Nike’s design process without sacrificing creative quality.
Objective
Our goal was to showcase the potential of generative AI to Nike’s creative leadership—demonstrating how it could be leveraged to quickly visualize colorways, material changes, and diverse product representations without extensive re-shoots.
My Role
As the sole creative lead on this initiative, I developed and presented a series of AI-driven workflows. These included rapid color variations for apparel, material and design explorations for footwear, and diverse representation prototypes for athletic wear—all created to illustrate how quickly AI could adapt and visualize Nike’s product concepts.
Outcome/Impact
While the engagement remained an exploratory conversation rather than a full-scale implementation, it positioned us as thought leaders in Nike’s eyes. We continued to work with them on other fronts, having shown how generative AI could meaningfully inform their creative exploration.
We demonstrated how generative AI could instantly visualize a single apparel item in multiple colorways, transforming the iteration process from hours of photoshoots to minutes of AI-driven adjustments.
By using AI to reimagine shoe designs with different colors and materials, we showed Nike how to prototype new styles without physically producing each variant—streamlining their creative decision-making.
We created AI-generated visuals to show how Nike’s sports bras could be represented on a range of body types and skin tones, allowing for more inclusive and versatile marketing imagery without the need for multiple photoshoots.
Boeing
For Boeing’s branded apparel storefront, we explored how generative AI could unify and streamline their product imagery—transforming an inconsistent mix of photos into a consistent, cost-effective virtual catalog.
Objective
Boeing wanted to standardize the look and feel of their apparel photography, which ranged from mannequin shots to flat lays to inconsistent model images. Our goal was to show how AI could create a uniform visual presentation without the need for repeated photoshoots.
My Role
I designed a custom workflow that used generative AI to virtually “dress” models in Boeing-branded apparel. By applying consistent backgrounds, lighting, and framing, we turned a patchwork of images into a cohesive catalog.
Outcome/Impact
Although Boeing did not fully implement this approach, the project highlighted our role as thought leaders in using AI to optimize retail presentation. It showcased a forward-looking solution that could reduce costs and streamline their visual merchandising in the future.
We introduced Boeing to a virtual try-on solution using generative AI, transforming their apparel imagery into a consistent and professional catalog. This approach offered a scalable way to standardize product photos without additional photoshoots.
Sanofi
Sanofi approached us to explore how generative AI could replace traditional photography in their annual product marketing campaigns, potentially saving significant costs and time while maintaining high-quality brand imagery.
Objective
The goal was to show how AI-generated visuals could serve as a viable alternative to Sanofi’s costly yearly photography cycles, offering a faster and more flexible way to produce campaign imagery for their diverse product lines.
My Role
I created a series of AI-generated mock ads to demonstrate how Sanofi could quickly and cost-effectively produce marketing imagery. These examples illustrated the potential for AI to generate on-brand visuals in a fraction of the usual time.
Outcome/Impact
While this was primarily a proposal stage exploration, it positioned us as innovators in Sanofi’s eyes, highlighting how generative AI could offer extensive cost and time savings for future campaigns.
Creative Direction
