LYTH | Art Direction and Emotional Narrative
AI tools can swiftly generate imaginative visuals that art directors incorporate into moodboards and concept art. Instead of spending days hunting for the perfect photograph or sketching concepts from scratch, art directors can now prompt an AI to produce a palette of options in minutes. This fundamentally changes early visual research: AI systems act as on-demand “imagination assistants,” outputting rapid iterations that the creative team can then curate and refine. AI accelerates execution of creative ideas and opens up aesthetic possibilities, yet the art direction – the guiding vision, taste and narrative coherence – remains very much a human endeavor.Date
June 2025
1–Overview
Scope: Creative direction, social media strategy, inclusive visual representation
Focus: Gender stereotypes, body inclusivity and diversity in underwear advertising
Deliverables: Social media creative direction, campaign newsletter and digital lookbook for the website