AI Art Direction Case Study : Exploring the Unreal

Artificial Intelligence (AI) is rapidly changing the way we approach design, particularly in the fashion and product design industries. By analyzing vast amounts of data and generating new concepts and designs, AI is helping designers to push the boundaries of what's possible and create more innovative, sustainable, and ethical products

What was my role? Art & Concept Director

How does Artificial Intelligence influence new ideas? AI image making is having a significant impact on design within the realms of product and fashion. By analyzing large amounts of data and generating new images and designs, AI is providing designers with new inspiration and insights that can inform and enhance their creative processes. For example, AI-generated images can provide new ideas for color palettes, textures, and patterns, as well as suggest new shapes and forms that might not have been considered before. Additionally, AI can help designers optimize their designs for performance, comfort, and sustainability by analyzing factors such as material properties and environmental impact.

What are the goals & outcomes of creating these images using AI? AI image making is also helping to democratize the design process, making it more accessible to a wider range of designers and creatives. By automating some of the more tedious and time-consuming aspects of the design process, such as creating repetitive patterns or generating product variations, AI is enabling designers to focus on more strategic and creative tasks.

How did I make these images? These images were created using Midjourney, though I have explored using RunwayXML for programming my own datasets and look forward to further developing skills with a variety of tools. 


When I begin to craft a prompt for a design in Midjourney, I use my experience as a trend forecaster to consider the type of design I want to create. For example, they might want to create an image of a new dress design that incorporates floral patterns. The prompt could be something like "Create an image of a dress that features a bold floral pattern, with a color scheme of pink and
green, that is perfect for a spring garden party."



I then use this conceptual prompt within an AI tool, which will use its machine learning algorithms to generate a unique image based on the designer's input. As I review the various versions of the images, I can begin to further refine the design by adjusting parameters such as color, shape, and texture, or by selecting specific elements from the generated image to use in their final design.


AI-generated images can inspire designers to explore new avenues of creativity and lead to unexpected and unexpected results. At the same time, the designer's initial prompt serves as a guide for the AI-generated images, ensuring that the designs stay within the desired concept or theme. This allows the designer to capture the essence of their idea while also discovering new design possibilities through the use of AI. The result is a collaboration between the designer's creative vision and the AI's ability to generate unique and innovative design concepts.