BEYOND THE FINAL IMAGE / CONCEPT STUDIES
Explore how creative thinking, AI image generation, art direction, and professional retouching can transform advertising briefs into compelling visual solutions.
The following are self-initiated concept briefs and editable presentation storyboards. All process visuals are placeholders, not documented client results or completed before-and-after work.
CHALLENGE 01 / CONCEPT PROJECT
Luxury Product Transformation
A study in elevating an ordinary product photograph into a premium fragrance campaign through controlled light and material detail.
Design problem
Transform a basic product photograph into a premium advertising visual without losing the product’s recognisable form.
Creative approach
Begin with a clean silhouette and perspective correction. Rebuild lighting, refine glass reflections, restore material texture, and introduce a restrained background with a deliberate focal point.
Intended outcome
The intended final visual is a polished, believable hero image with consistent reflections and a clear product hierarchy. Compare the source, art direction and final retouch once production assets are available.
Original image
Replace with the unretouched product photograph.
01 / Original image · PLACEHOLDER
Creative direction
Add the lighting plan, material references and composition sketch.
02 / Creative direction · PLACEHOLDER
Final visual
Replace with the completed advertising visual.
03 / Final visual · PLACEHOLDER
CHALLENGE 02 / CONCEPT PROJECT
One Product, Multiple Campaigns
One fragrance, four distinct touchpoints: a coordinated campaign system that changes format without losing its character.
Design problem
Develop different advertising concepts for the same product while keeping the visual identity recognisable.
Creative approach
Define one lighting language, colour story and typographic hierarchy, then create coordinated variations for social media, print, outdoor advertising and e-commerce. Keep product scale and message priority appropriate to each context.
Intended outcome
The intended result is a family of four complementary assets rather than four unrelated images, ready to be assessed together for consistency and channel suitability.
Original product
Add the clean product master.
01 / Original product · PLACEHOLDER
Social campaign
Add the square, attention-led concept.
02 / Social campaign · PLACEHOLDER
Print campaign
Add the editorial portrait composition.
03 / Print campaign · PLACEHOLDER
Outdoor campaign
Add the simplified landscape execution.
04 / Outdoor campaign · PLACEHOLDER
E-commerce campaign
Add the clear product-detail presentation.
05 / E-commerce campaign · PLACEHOLDER
CHALLENGE 03 / CONCEPT PROJECT
AI Image Generation & Art Direction
An imagined fragrance landscape explores how a difficult-to-produce scene can be planned, generated and professionally refined.
Design problem
Create a compelling advertising scene that would be challenging to produce through a conventional photoshoot.
Creative approach
Start with a creative brief and visual references. Build a moodboard, define camera angle and lighting, generate the environment, and composite the product with attention to perspective, shadows and believable reflections.
Intended outcome
The proposed outcome is an art-directed scene that supports the product rather than overwhelming it. Final refinement should remove generation artefacts and preserve accurate product details.
Creative brief
Product: fragrance. Mood: sculptural, atmospheric. Focus: believable glass and light.
01 / Creative brief · PLACEHOLDER
Moodboard
Replace with a collage of light, texture, colour and composition references.
02 / Moodboard · PLACEHOLDER
Generated concept
Add the selected AI-generated environment before retouching.
03 / Generated concept · PLACEHOLDER
Refined visual
Add the composited and professionally refined final image.
04 / Refined visual · PLACEHOLDER
CHALLENGE 04 / CONCEPT PROJECT
Multi-Format Campaign Adaptation
A single campaign concept becomes a flexible visual system across feeds, Stories, outdoor placements and print.
Design problem
Adapt a campaign to different advertising formats while maintaining consistent visual identity.
Creative approach
Establish an original master composition, then adjust framing, typography and cropping for each format. Protect product visibility, keep a consistent hierarchy, and check message legibility at real viewing sizes.
Intended outcome
The intended outcome is a coherent set of four adaptations with clear focal points and format-specific safe areas, demonstrating consistency without relying on identical crops.
Original concept
Add the approved master composition.
01 / Original concept · PLACEHOLDER
Instagram feed / 1:1
Add the square social adaptation.
02 / Instagram feed / 1:1 · PLACEHOLDER
Story / 9:16
Add the vertical mobile adaptation.
03 / Story / 9:16 · PLACEHOLDER
Billboard / 16:9
Add the landscape outdoor adaptation.
04 / Billboard / 16:9 · PLACEHOLDER
Print / 3:4
Add the portrait print adaptation.
05 / Print / 3:4 · PLACEHOLDER
LET’S COLLABORATE
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