A systemic problem turned into a new way of working.
Scope of work
Systems + Innovation
/
Creative Strategy
/
My role.
AI Strategy + Product Lead
Client
Thesis - Internal R&D
Year
2025
Creative production had a scale problem. More channels. More formats. More versions. More personalization. More work without more time. The opportunity wasn't to make production faster or cheaper. It was to rethink the system between the brief and the finished asset – giving creative time back.
AI was becoming very good at generating "things". I was more interested in what happened when it understood the rules and context behind them. Could a system understand the brief, the design system and the requirements of each channel – then help creative teams move from one idea to hundreds of usable executions without sacrificing control or quality?
The system
01 → 05
Brief to export
01
system ... built to scale.
The approach
The prototype brought strategy, creative rules, and production requirements into one connected workflow. A working brief became the starting point, then design systems established the guardrails. AI-assisted rapid scalability created the first executions. Teams could then edit, create variants, swap content, adjust crops and scale assets before exporting production-ready work. Automation handled repetition. Humans kept control of the decisions that mattered. The experiment changed the question. Instead of asking how AI could make another asset, we started asking how intelligent systems could remove the repetitive work surrounding creative, giving teams more room for judgment, ideas and craft. The prototype became a tangible model for what an AI-native creative workflow could look like.
