Art direction
generative asset productions
Graphic production with AI tools

GenAI-assisted art direction

Creative direction & visual production across multiple fashion & footwear brands

As a creative, I directed the visual identity and campaign execution for multiple fashion and lifestyle brands using generative AI as a strategic tool. This involved crafting custom visual narratives for brands including Alma en Pena, Merrell, Sam Edelman, CAT Footwear, Nine West, and Westies — ensuring each brand maintained a distinct visual voice while benefiting from scalable production workflows.

Through this work, I demonstrated the ability to merge brand strategy, creative direction, and generative tools into cohesive visual outputs that support campaign goals, elevate brand presence, and streamline asset generation.

Industry

Lifestyle & fashion Footwear

My role

GenAi-assisted art director

The Challenge

Brands often need a consistent and distinctive visual voice, but producing custom visuals at the pace required for digital campaigns across platforms, formats, and seasons can be intensive and expensive.

 

Traditional production pipelines can slow marketing teams down, especially when working with multiple brands simultaneously.

 

The challenge was to develop a creative direction process powered by generative AI that allowed for rapid iteration and high-quality visual production, while preserving brand integrity and capturing each brand’s unique personality.

My role & approach

Strategic Brief Interpretation

Rather than executing instructions literally, I analyzed each brief to understand the underlying communication goal, identifying gaps and assumptions when information was missing.

 

Simplifying Complex References When references (especially for motion or video) were overly complex or unrealistic, I translated them into clear, executable visual solutions aligned with brand guidelines.

 

Multi-format System Thinking

Each campaign was designed as a system, ensuring visual consistency across:

  • Digital formats
  • Paid media
  • Web assets
  • Physical and printed materials

Design process

Brand discovery & visual DNA

Identified each brand’s core identity, its audience, tone, visual references, and emotional cues.

This informed the visual moodboards and guided AI asset generation.

Creative prompt strategy & iteration

Rather than simply entering prompts, I developed creative prompt frameworks tailored to each brand’s visual language, refining them through iterative feedback to produce usable outputs for printing and digital media.

 

Curation & refinement

Generated visuals were curated, edited, and refined to align with professional standards.

This included color correction, compositing, and integration with design system components when needed. 

Every product must have all the details that our physical product has.

Integration into campaign contexts

Visuals were adapted for:

  • Social media campaigns

  • Digital ads

  • Web banners

  • Print layouts

  • Mockups & lifestyle imagery

Each adaptation preserved the core brand identity while fitting the specific usage context.

Key decisions

Decentralized execution:

Establish a core visual framework for each brand to maintain control while enabling efficient asset generation.

Brand specific visual frameworks:

Visual languages were tailored per brand to avoid homogenization, even while using the same generative tools.

Outcome-driven asset application:

Visuals were never shown standalone; they were always contextualized within how they would function in real campaigns.

Results & impact

This work enabled:

  • Consistent visual presence across multiple brands without overloading production resources

  • Faster visual asset production cycles, supporting real-time campaign needs

  • Distinct visual identities tailored per brand’s business goals

  • Streamlined collaboration between creative and marketing teams

Visual outputs were deployed across campaign launches, elevating brand visibility and supporting broader marketing initiatives.

Highlighted Project:
100th Anniversary Campaign

Brand Spectrum Overview

One creative approach, multiple brand identities.

Fashion & lifestyle direction

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Editorial and lifestyle visuals crafted to reflect each brand’s tone, audience, and positioning.

Outdoor & functional direction

Performance-driven visual narratives focused on durability, environment, and function.

Art direction details

Assets focused on details, lighting and fidelity to the product.

Assets in campaign context

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AI-assisted visuals integrated into real campaign contexts.

All logos, images, trademarks, and campaigns displayed in this portfolio are the property of their respective owners. Their inclusion here is solely for the purpose of showcasing professional work and does not imply endorsement, sponsorship, or affiliation.

Gabriela Acosta

  • Work