AI Workflow
in Creative

AI has become an extension of my creative process, not as a replacement for craft, but as a tool for exploration, iteration and expansion.

Alongside integrating this into my own work, I’m actively encouraging and supporting my team to adopt these practices - helping them build confidence with AI, experiment with new tools, and evolve how they approach creative output.

This creates a more agile, exploratory and future-ready design capability.

Explore further

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Iterate Faster

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Create Stronger

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Explore further · Iterate Faster · Create Stronger ·

Tools:

Using AI to enhance Creative Workflows.

  • Generating and expanding creative directions

    At the early stage, I use AI to rapidly explore a wide range of visual and conceptual directions.

    Tools such as Midjourney and DALL·E allow me to:

    • Visualise ideas quickly

    • Experiment with different styles, moods and compositions

    • Push beyond expected or safe creative routes

    Outcome:
    A broader range of creative directions and stronger starting points from the UPA creative team.

  • “What is the best version of this idea?”

    As ideas begin to take shape, AI supports rapid iteration and refinement of the core concept.

    Through prompt variation and exploration, I can:

    • test different creative directions

    • explore stylistic approaches and tones

    • evolve and strengthen ideas before selecting a final direction

    This stage is less about execution, and more about ensuring the idea itself is as strong as possible before moving forward.

    Outcome:
    Clear, well-developed creative directions ready for visualisation.

  • “What does this actually look like in the world?”

    Once a direction is defined, AI tools enable rapid prototyping, turning ideas into tangible outputs that can be reviewed and refined.

    Using tools like Runway and Adobe Firefly (alongside the Adobe Creative Suite) I can:

    • create rough motion or visual concepts

    • test how ideas translate across formats (social, OOH, digital)

    • build early-stage mockups that bring the idea to life

    This allows stakeholders to respond to something visual, rather than abstract, improving feedback quality and speeding up alignment.

    Outcome:
    Faster validation of ideas and more efficient creative decision-making.

  • Blending AI with design craft

    AI outputs are integrated into traditional design workflows rather than used as final outputs.

    Using the Creative Suite, I refine and elevate AI-generated content by:

    • Applying typography, layout and hierarchy

    • Ensuring brand consistency

    • Enhancing overall quality and polish

    This is a key focus area for the team, ensuring AI enhances the work, while maintaining a strong foundation in design craft.

    Outcome:
    High-quality, brand-aligned creative that balances speed with craftsmanship.

  • Building capability and evolving creative thinking

    Beyond tools, my focus is on evolving how the team thinks and works.

    I’m actively:

    • Encouraging experimentation and curiosity

    • Sharing tools, techniques and learnings

    • Exploring where AI adds value across different creative outputs

    Given the pace of change, I approach this as an ongoing process, adapting tools and workflows as they evolve, rather than applying a fixed method.

    Outcome:
    A more confident, adaptable and future-ready creative team.

Perspective

Creativity has always been about exploration, AI just expands the edges of what we can explore.

The real value comes from knowing how to shape that into something meaningful, intentional, and human.