Creative AI Workflow for Marketing — CLARK cover slide with glass 3D crystal objects on dark marble
CLARK · 2024–Present

Creative AI Workflow
for Marketing

Company
CLARK
Industry
Insurtech
Role
Global Head of Brand & Design
Impact
2–3× faster iteration
Context
Creative was a bottleneck. Photoshoots took months and cost tens of thousands. We repositioned AI not as a shortcut — but as a fundamentally new design paradigm that unlocks scalable, brand-consistent output at a fraction of the time and cost.
Impact
300%
More efficient than a traditional branded photoshoot workflow
2–3×
Faster iteration cycle — from brief to final image
Scalable
Unlimited brand-specific, purpose-built imagery — from one internal subscription
Creative Mindset Shift

A New Way to Design

Ideas, not production
AI shifts design from linear production to iterative exploration. Generating ideas becomes faster and cheaper, so creative direction — not execution — is where the value lives.
Direction over execution
Creative quality now comes from storytelling and brand direction, not manual retouching. Designers spend time on what matters: narrative, consistency, and creative strategy.
Iteration as growth
Rapid iteration becomes standard practice — improving quality and performance insight. Testing and learning loops that used to take weeks now happen in days.
Workflow Overview

Our AI
Visual Workflow

Every image starts with creative direction and ends with a finished asset ready for layout. The four-step workflow integrates AI tools at the right moment — accelerating generation without sacrificing brand control.

Using a brand-trained model, the team defines scene, lighting and camera specs exactly as you would in a physical shoot brief. The result: images that are brand-specific, fit for purpose, and produced at a fraction of the cost.

Step 01
Brainstorm & Inspiration
30 Minutes
We create a moodboard to set the visual direction before generating a single image. Pinterest references, art direction notes, and colour palette decisions are all established here.
Pinterest Figma
Step 02
Branded AI Generation
5–10 Minutes
Using a brand-trained AI, we define the scene and camera specifications just like a physical photoshoot — model description, lighting direction, background, mood, and lens choice.
Gemini Nano Banana Pro
Step 03
Iterations & Enhancing
1 Hour
We create multiple iterations, upscale for realism, refine hair and skin, and fix any unrealistic details. Enhancement tools push the output to a level indistinguishable from professional photography.
Krea.ai ~1.5× Faster
Step 04
Final Layout
30 Minutes
Once finalised, we place the image into the layout with additional design elements — typography, brand assets, UI components — to produce the finished marketing asset.
Photoshop Figma
Presentation

From Deck to Deployment

Creative AI Workflow for Marketing — title slide
Slide 01
Creative AI Workflow for Marketing — internal presentation for CLARK
A New Way to Design — mindset shift slide
Slide 02
A New Way to Design — the creative mindset shift and business case
Brand imagery moodboard — CLARK blue palette
Slide 03
Moodboard — brand-consistent imagery across the CLARK visual identity
Tech Stack

AI Tools
in the Stack

Each tool plays a defined role at a specific stage of the workflow — nothing is used arbitrarily. The stack is lean, integrated, and built around brand control.

Gemini Primary image generation. Brand-trained model used to generate the initial scene based on a detailed photoshoot-style brief. Outputs brand-specific imagery with full scene control.
Nano Banana Pro Prompt engineering. Proprietary prompt framework trained on CLARK's brand guidelines. Ensures consistent tone, style, and brand fidelity across every generated image.
Krea.ai Upscaling & enhancement. Used in the refinement stage to upscale images, improve skin and hair realism, and fix generative artefacts — taking outputs to a production-ready finish.
Midjourney Conceptual exploration. Used in the brainstorming phase for rapid visual ideation — exploring compositions, moods, and aesthetic directions before committing to a generation brief.
ChatGPT Prompt drafting & ideation. Used to develop detailed, structured prompts that translate creative briefs into precise AI generation instructions.
Claude Brief development & copy. Supports early-stage brief writing, creative rationale, and copy iteration — integrated into an AI agent workflow for brand team use.
Weavy Workflow integration. Connects the AI generation pipeline with the design team's existing tools, enabling seamless handoff between generation, enhancement, and layout stages.
Image Production Methods

Why Generative AI Wins

Branded Photoshoot Stock Images Generative AI
Cost €15,000 – €65,000 ~€130 / month ~€50 – €80 / image
Time 1–2 months 6–8 hours 2–3 hours
Brand Control Some control (external) No control Total control (internal)
Scalability Scalable, limited Not scalable Scalable, unlimited
Brand Fit Brand-specific, created for purpose Generic, not fit for purpose Brand-specific, fit for purpose
Subscription Multiple vendors Multiple subscriptions One subscription
What This Enables

Creative
Impact

Higher creative cadence — more frequent campaign launches, faster refresh cycles, and reduced creative bottlenecks across teams
Brand storytelling over production — designers shift focus to narrative, consistency, and creative direction rather than manual execution
Iteration as a growth lever — rapid A/B testing and creative variation supports performance marketing optimisation without additional budget
Three use cases unlocked — branded people imagery, product shots, and 3D renders all produced through the same workflow
AI agent integration — the workflow feeds into an AI agent framework, enabling autonomous creative support across marketing and product teams
By the Numbers
300%
More efficient versus a traditional branded photoshoot from brief to delivery
2–3hrs
End-to-end production time for a finished, brand-consistent marketing image
~€65
Average cost per image versus €15k–€65k for a branded photoshoot
3
Markets served by one global creative team using one unified AI workflow
Next project
TOM Life Insurance Rebrand
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