Brian Foo.
Design led AI-assisted image production
deliverables:
Monthly eDM
Role:
Creative / Product Design Lead
challenge
The campaign required hero imagery across five European destinations to be delivered within tight budget and timeline constraints that made international photo shoots unviable. A stock library search approach would have limited control over art direction, visual consistency and storytelling. The brief also required an illustrated brand mascot to interact with talents in each scene, adding staging and compositional complexity to an already constrained production approach.
reframe
Rather than treating stock imagery as a fixed limitation, the challenge was reframed as a production and systems problem focused on delivering believable, destination-specific imagery with consistent art direction, while avoiding the cost and logistics of multiple shoots. An AI-assisted production approach was proposed to support this outcome, grounded in structured prompting, strong art direction and human led refinement, with the emphasis placed on control, reliability and quality rather than novelty.
Workshop and auditing session
systems thinking
Process was prioritised before execution by piloting one destination as a proof of concept, aligning on image quality, tone, mascot integration and overall direction before scaling. A repeatable production workflow was then established using a structured prompt framework, where fixed visual constraints such as lighting style, colour treatment, lens feel and composition were defined upfront, and location-specific details were introduced within those boundaries, supported by positional sketches to plan mascot placement, scale and talent eye-lines before final illustration and compositing.
Execution
I led both the design and hands-on execution, working alongside account and creative partners to deliver the campaign end to end, defining the master art direction and producing and compositing the imagery directly. I worked closely with a prompt specialist, high-end retoucher and illustrator, using a layered prompting approach that separated environment, talent pose and scene composition to maintain control and realism, before directing designers in adapting the approved assets consistently across digital and print channels.
8 cpre web pages
8 cpre web pages
8 cpre web pages
Impact
The campaign delivered five destination hero images with a cohesive look and feel, while allowing each location to retain its own character, integrating the illustrated mascot in a way that felt intentional and natural within each scene. The approach avoided international shoot costs, enabled a previously unachievable scope and resulted in a documented production workflow that has since been reused to support more predictable and scalable delivery.
learnings
Working with AI can quickly lead to wasted time if every output is treated as worth pursuing, so the key learning was the value of a clear, sequential workflow. By moving from generation into a defined set of viable options, then through structured internal and client review stages, we kept the team focused on making decisions rather than chasing endless variations. This turned a potentially open-ended process into a controlled system that delivered quality and momentum.
The design led AI-assisted production framework
next work
Celebrating Bond’s 35,301 days
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Design led AI-assisted image production
deliverables:
Integrated Campaign
Role:
Creative / Product Design Lead
challenge
The campaign required hero imagery across five European destinations to be delivered within tight budget and timeline constraints that made international photo shoots unviable. A stock library search approach would have limited control over art direction, visual consistency and storytelling. The brief also required an illustrated brand mascot to interact with talents in each scene, adding staging and compositional complexity to an already constrained production approach.
reframe
Rather than treating stock imagery as a fixed limitation, the challenge was reframed as a production and systems problem focused on delivering believable, destination-specific imagery with consistent art direction, while avoiding the cost and logistics of multiple shoots. An AI-assisted production approach was proposed to support this outcome, grounded in structured prompting, strong art direction and human led refinement, with the emphasis placed on control, reliability and quality rather than novelty.
Workshop and auditing session
systems thinking
Process was prioritised before execution by piloting one destination as a proof of concept, aligning on image quality, tone, mascot integration and overall direction before scaling. A repeatable production workflow was then established using a structured prompt framework, where fixed visual constraints such as lighting style, colour treatment, lens feel and composition were defined upfront, and location-specific details were introduced within those boundaries, supported by positional sketches to plan mascot placement, scale and talent eye-lines before final illustration and compositing.
Execution
I led both the design and hands-on execution, working alongside account and creative partners to deliver the campaign end to end, defining the master art direction and producing and compositing the imagery directly. I worked closely with a prompt specialist, high-end retoucher and illustrator, using a layered prompting approach that separated environment, talent pose and scene composition to maintain control and realism, before directing designers in adapting the approved assets consistently across digital and print channels.
8 cpre web pages
8 cpre web pages
8 cpre web pages
Impact
The campaign delivered five destination hero images with a cohesive look and feel, while allowing each location to retain its own character, integrating the illustrated mascot in a way that felt intentional and natural within each scene. The approach avoided international shoot costs, enabled a previously unachievable scope and resulted in a documented production workflow that has since been reused to support more predictable and scalable delivery.
learnings
Working with AI can quickly lead to wasted time if every output is treated as worth pursuing, so the key learning was the value of a clear, sequential workflow. By moving from generation into a defined set of viable options, then through structured internal and client review stages, we kept the team focused on making decisions rather than chasing endless variations. This turned a potentially open-ended process into a controlled system that delivered quality and momentum.
The design led AI-assisted production framework
next work
Celebrating Bond’s 35,301 days
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.
Brian Foo. Making brands shine.
Design led AI-assisted image production
deliverables:
Monthly eDM
Role:
Creative / Product Design Lead
challenge
The campaign required hero imagery across five European destinations to be delivered within tight budget and timeline constraints that made international photo shoots unviable. A stock library search approach would have limited control over art direction, visual consistency and storytelling. The brief also required an illustrated brand mascot to interact with talents in each scene, adding staging and compositional complexity to an already constrained production approach.
reframe
Rather than treating stock imagery as a fixed limitation, the challenge was reframed as a production and systems problem focused on delivering believable, destination-specific imagery with consistent art direction, while avoiding the cost and logistics of multiple shoots. An AI-assisted production approach was proposed to support this outcome, grounded in structured prompting, strong art direction and human led refinement, with the emphasis placed on control, reliability and quality rather than novelty.
Workshop and auditing session
systems thinking
Process was prioritised before execution by piloting one destination as a proof of concept, aligning on image quality, tone, mascot integration and overall direction before scaling. A repeatable production workflow was then established using a structured prompt framework, where fixed visual constraints such as lighting style, colour treatment, lens feel and composition were defined upfront, and location-specific details were introduced within those boundaries, supported by positional sketches to plan mascot placement, scale and talent eye-lines before final illustration and compositing.
Execution
I led both the design and hands-on execution, working alongside account and creative partners to deliver the campaign end to end, defining the master art direction and producing and compositing the imagery directly. I worked closely with a prompt specialist, high-end retoucher and illustrator, using a layered prompting approach that separated environment, talent pose and scene composition to maintain control and realism, before directing designers in adapting the approved assets consistently across digital and print channels.
8 cpre web pages
8 cpre web pages
8 cpre web pages
Impact
The campaign delivered five destination hero images with a cohesive look and feel, while allowing each location to retain its own character, integrating the illustrated mascot in a way that felt intentional and natural within each scene. The approach avoided international shoot costs, enabled a previously unachievable scope and resulted in a documented production workflow that has since been reused to support more predictable and scalable delivery.
learnings
Working with AI can quickly lead to wasted time if every output is treated as worth pursuing, so the key learning was the value of a clear, sequential workflow. By moving from generation into a defined set of viable options, then through structured internal and client review stages, we kept the team focused on making decisions rather than chasing endless variations. This turned a potentially open-ended process into a controlled system that delivered quality and momentum.
The design led AI-assisted production framework
next work
Celebrating Bond’s 35,301 days
Crafting design since 2007.
Copyright © 2025 Brian Foo. All rights reserved.