A.I.

1. CORE PRINCIPLE

Creative team ideates. Design team executes.

AI is a design execution tool,
not a creative team shortcut.

2. WHAT AI CAN DO

AI is useful for:

• Concept visualizations

• Mood, environment, and styling tests

• Quick iteration on one locked concept

• Hyperreal still images

• Limited character continuity (requires references & constraints)

• Short, simple AI motion/micro-animations

• Architectural mood explorations (not real floorplans)

Use when: clarity, speed, and visual exploration support a defined creative idea.

3. WHAT AI CANNOT DO

Please avoid requesting AI projects that require:

• Perfect character consistency over many images or sequences

• Production-grade video campaigns

• Realistic, buildable architectural designs

• Precise physics-based animation

• Style-perfect replications of real artists without references

• 20+ variations in a single day

If the creative idea requires any of the above → redesign the idea before handing off.

4. WHAT THE DESIGN TEAM HANDLES

Once creative direction is approved, designers will:

• Generate all AI imagery/video/animation

• Clean up and retouch artifacts

• Resolve inconsistencies

• Translate ideas into production-ready visuals

• Adapt formats, layouts, typography

• Create master files, exports & final assets

• Ensure brand alignment and QC

• Produce light motion graphics based on AI outputs

Designers are NOT ideators. Creative directions must be complete.

5. WHAT THE CREATIVE TEAM MUST DELIVER BEFORE ANY AI WORK BEGINS

Your brief must include:

• Final approved creative direction (no open-ended exploration)

• Exact style references (max. 3–5)

• Clear character descriptions (if needed)

• Exact number of images / formats / ratios required

• Purpose & usage of the asset (social, print, pitch deck, etc.)

• Deadlines confirmed before handoff

• Any specific limitations the idea depends on

If any of these are missing → the project will not move into design.

6. VERSION CONTROL RULES

7. TURNAROUND TIMES

These are baseline expectations per project:

• AI still image (1–3 images): 48–72 hours

• AI series (4–10 images): 5–7 days

• AI motion / animation: 7–14 days depending on complexity

• Retouch + final production: 24–72 hours

• Large-scale campaigns: timelines determined case-by-case

Rush requests (<24 hours) require Creative Director approval.

8. WORKLOAD & PRIORITY RULE

• New requests enter the queue

• Creative must prioritize which projects move forward

• Deadlines automatically shift

AI does not eliminate production time. It shifts where the time is spent.

9. AI PROS & CONS
(So We Set Expectations Realistically)

✔️ PROS

• Fast exploration and visualization

• Cost-efficient compared to full photo/video production

• Can explore styles that would otherwise require large budgets

• Easy testing of lighting, mood, composition

❌ CONS

• Inconsistency across images and characters

• Quality varies and often requires heavy cleanup

• AI hallucinations → extra retouch time

• Limited realism in video and motion

• Architectural and product realism is unreliable

• Not suitable for tight deadlines requiring many variations

AI is fast at generating ideas,
not fast at generating perfection.

10. BE MINDFUL:

Creatives dream big. Designers make it real.

To protect our team, our time, and our quality:
Creative must deliver focus, clarity, and decision-making.
Designers will deliver craft, precision, and execution.
Together we create excellence — without burning anyone out. ✨

Concept Test