Some will look for it. The tell in most AI imagery isn't the technology, it's that nobody directed it. Ours starts with a creative direction pass, uses your real product as the fixed point, and gets retouched by hand before it goes anywhere near your channels. Where an image doesn't hold up under scrutiny, we don't ship it and we tell you why.

Both, and that balance is where the magic happens. We work to roughly a 60/40 split: 60 per cent directed, 40 per cent left to emerge. Everything that carries the brand is locked down, real product photography, identity, wardrobe colour, and lighting all held firm. The other 40 we let breathe. When a frame lands, we leave it. We won't nudge a stray lock of hair or reposition a hand, because those small unplanned moments are exactly what make the images feel alive. Directing the craft and trusting the surprise is what gives the work its spark.

We lock the real product and build the world around it. Cut, fabric, colour and detail come from your assets, and we generate the environment, light and character around them. Technical details like button placement, pocket position, hardware and complex headwear get corrected by hand in Photoshop. We'll be straight with you about the limits: heavily textured fabrics, unusual weaves and anything carrying legible text or exact label detail are the hardest things to hold true, and if your product is a difficult candidate we'll say so at scoping rather than after the invoice.

Product imagery, ideally high resolution flatlays or on-body shots. Brand guidelines or a previous shoot to match, if you have them. We can work from product page images, but low resolution source material limits how much of the real garment we can keep, and that shows in the output.

No. Every model is generated to your brief, built to your casting requirements, and deliberately not based on a real identifiable person. That means no talent releases, no usage windows, and no re-licensing when a campaign runs longer than planned. If you want a recurring brand face across campaigns, we can build one and keep it consistent.

A sample on one product takes a few days. A full campaign with creative direction, production, two review rounds and format variants runs around three weeks. If you have a hard launch date, tell us at the brief and we'll tell you honestly whether it's achievable.

Two rounds are included as standard. Additional rounds are quoted, though in practice most of the work happens in direction before generation, which is where changes are cheapest.

We present enough options each round for you to choose the direction that fits. From there, things like colour grade or location can shift. One thing worth understanding: a change means a new image is generated, so small adjustments elsewhere in the frame can come with it. It's not like retouching a fixed photo, each pass is a fresh render.

Bigger shifts like a new outfit or repositioning the subject are foundational changes, so we scope those separately rather than treat them as tweaks. We'll always tell you which bucket a request falls into before we start.

Usually not, and we'd tell you if it did. We come from production, so we look at it two ways. If your imagery is thin or inconsistent, AI can carry the campaign. If you already have an established look and a regular shoot cycle, AI is the thing that fills the gap between shoots, extends a campaign into new markets and formats, and stops you booking a second shoot day for four extra frames.

Short clips, yes. A full fifteen to thirty second piece that holds up end to end, not reliably, and we'd rather say that than sell it. Where video matters we usually extend existing footage and blend generated scenes into a larger creative piece.

Final hero images in the formats each placement needs: 16:9 for site headers and presentations, 1:1 for feed, 9:16 for stories and mobile. Ecommerce ready exports where relevant. Layered or editable files on request.