AI Concepting Workflow

Phase 1 — Concept articulation (human)
Before generating: write a one-sentence description of the creative direction.
"This image should communicate [what] to [who] through [how]."

Phase 2 — Direction generation (AI-assisted)
Generate 15-25 rough visual directions with varied prompts.
Optimize for variation: high chaos values, multiple style references.
Goal: surface concepts and aesthetic territories, not final-quality images.

Phase 3 — Evaluation (human)
Evaluate against the stated concept from Phase 1.
Eliminate ruthlessly — keep 3-5 genuinely interesting directions.
Criteria: Does it solve the problem? Is it differentiated? Brand-appropriate? Developable?

Phase 4 — Development (AI + human)
Refine prompts to move closer to intended concept.
Introduce actual brand elements — typography, color, specific visual language.
Correct AI failure modes: typography, anatomy, brand drift.

Brief: Campaign image for an HR software company launching a remote work feature.

Phase 1 concept: "A person working productively from a home environment — feels genuine and achievable, not aspirational stock photography. Communicates flexibility without isolation."

Phase 2: Generated 22 images across 4 style directions (editorial, lifestyle, illustrated, documentary).

Phase 3: Eliminated 17. Kept 3: documentary-style kitchen table setup, editorial living room with natural light, illustrated graphic of distributed team grid.

Phase 4: Developed editorial direction further — refined prompt to increase warm light quality, corrected face generation artifacts, replaced generated text elements with properly set brand type.