My philosophy
Arm creatives, not automate them. I deploy the agency’s AI Sandbox for strategic exploration, Pencil Pro aggregator for brand integrity, and Adobe Firefly for visual power. This combination is our strategic weapon, designed to create work that gives our clients an undeniable competitive advantage. I walk the walk, and below, I’ll show you how.
AI isn't a replacement for creativity; it's the ultimate creative partner.
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AI isn't a replacement for creativity; it's the ultimate creative partner. 〰️
Brief
An AI-Powered Product Launch
Project: Develop a full-funnel launch campaign for "GreenClean Essentials," a new eco-friendly cleaning brand.
Audience: Environmentally conscious consumers ages 28 to 45 seeking effective and safe home products.
Differentiator: A plant-based formula using fermented citrus, packaged in 100% recycled ocean-bound plastic.
Mandate: Strategically integrate generative AI to develop all creative assets, from initial concept to final execution.
What I did above 👆🏻
Generate Broadly: Used AI to generate a wide initial set of headlines.
Direct Heavily: Manually selected and refined the strongest options, using my SME to establish four distinct content pillars: Sustainability, functional, emotional, and action-packed.
Execute with Intent: Prompted unique visual concepts for each pillar, using a single approved image as the style guide for the rest.
👆🏻Above you can see how I used Adobe Firefly to generate motion from an image generated asset.
Caption
Say Hello to our latest 🍋🎉 celebration: The new citrus-powered clean from GreenClean Essentials. Now, that’s an entrance!
Instagram Story
My process uses AI for the heavy lifting, not the final human touch. I prompted the core visual, including the specific, emotional detail of a toddler's "i LUV U" note, then made the director's call to write the final headline and use of native features for enhancement. This demonstrates knowing precisely when to stop prompting and let human creativity take over.
Sticker meter: “Drop a 🍋 if you love plant power!”
Alt – poll: “What’s your messiest spot?🧴🫧”
B+ Amazon
Think of AI as a fast junior creative; it needs a senior to guide it. I stepped in to refine the raw draft, fixing formatting and brand details. This process is twice as fast when brand guidelines are uploaded; in their absence, I manually set the tone and navigate the anti‑greenwashing guardrails. I shared my e‑commerce playbook for reference and asked it to scan forums and subreddits for B+/A+ SEM/SEO best practices as a cherry on top. After the exercise, I asked it to summarize its learnings and added them to a repertoire of copy‑and‑paste FYIs for future prompts.
I did the same for A+ content.
Loyalty E-mail
When the AI delivered a generic template that could not be used, I directed it to think conceptually and shared a screenshot of an email layout I liked; prompting it to propose a simpler layout and generate a visual prompt. I then used this improved output as a strategic starting point, applying final human edits to the subject line for maximum inbox impact.
AI is my creative exoskeleton.
It magnifies skill, it doesn't create it. I skip the endless prompt cycle and instead apply targeted, strategic direction. This ensures the outcome is always intentional, creatively powerful, and ready for any client.
