Where the Mood Starts

As AI tools make their way into creative spaces, they’ve become a fast, fascinating way to prototype ideas and shape early visual direction. In my process, AI acts less like a shortcut and more like a sketchbook - a tool for building out campaign atmospheres, playing with narrative concepts, and visualising brand moods before production begins.

That said, there’s a line. As much as AI can simulate, it can’t substitute the nuance of real people speaking to real people. Thoughtful brands know the difference. Human connection is still the most powerful strategy - and no prompt can replicate that.

Below is a collection of AI-generated mood settings - experiments in light, expression, texture and tone - used to support campaign direction and spark art direction thinking.