Instinct
Sector
AI Creative
Type
Concept
Role
Creative Director
Skills
Concept Development AI Video & Audio Editing
Objective
The aim was to test how rapidly and convincingly a complete brand world could be created using a multi platform AI workflow. The project set out to prove that a full concept, identity, product expression and hero asset could be built at pace while still feeling intentional, coherent and creatively robust.
Instinct was conceived as a playful personal experiment imagining an endurance sportswear brand designed for the undead. It combined sports performance cues with supernatural storytelling to test the creative flexibility and production speed enabled by generative AI.
Instinct was conceived as a playful personal experiment imagining an endurance sportswear brand designed for the undead. It combined sports performance cues with supernatural storytelling to test the creative flexibility and production speed enabled by generative AI.
Creative foundations.
The project began with defining a narrative and tonal direction that merged sports culture with supernatural mythology. I explored how performance language mirrors the way undead characters are described in pop culture and used this as the strategic anchor for the brand concept. This gave the prototype a coherent internal logic and provided a creative framework for design decisions across imagery, copy and motion.
Using this narrative foundation, I generated initial visual identities, logo explorations and aesthetic references through Freepik’s AI suite. I refined the best routes through iterative prompting, ensuring style consistency across icons, type treatments, product representations and broader brand expression. This early work established a recognisable visual system that could scale across multiple asset types.
Creative foundations.
The project began with defining a narrative and tonal direction that merged sports culture with supernatural mythology. I explored how performance language mirrors the way undead characters are described in pop culture and used this as the strategic anchor for the brand concept. This gave the prototype a coherent internal logic and provided a creative framework for design decisions across imagery, copy and motion.
Using this narrative foundation, I generated initial visual identities, logo explorations and aesthetic references through Freepik’s AI suite. I refined the best routes through iterative prompting, ensuring style consistency across icons, type treatments, product representations and broader brand expression. This early work established a recognisable visual system that could scale across multiple asset types.
Integrated production.
With the identity direction set, I developed product mockups, campaign visuals and environmental scenes using Freepik AI, Midjourney and Kling AI to push detail and realism. Stock imagery and audio were reimagined through AI enhancement tools to create a unified look and feel, while Freepik’s upscalers helped achieve crisp, production ready outputs. This multi tool workflow enabled fast iteration without compromising fidelity.
For the final spec ad, I created motion sequences, transitions and narrative structure in Filmora and DaVinci Resolve, combining AI generated clips, refined stills and custom motion graphics. I designed the audio mix using AI generated sound layers and effects to reinforce the tone and pace of the brand world. The result was a polished, high energy hero video that showcased the full Instinct concept in a cohesive, campaign ready format.
Integrated production.
With the identity direction set, I developed product mockups, campaign visuals and environmental scenes using Freepik AI, Midjourney and Kling AI to push detail and realism. Stock imagery and audio were reimagined through AI enhancement tools to create a unified look and feel, while Freepik’s upscalers helped achieve crisp, production ready outputs. This multi tool workflow enabled fast iteration without compromising fidelity.
For the final spec ad, I created motion sequences, transitions and narrative structure in Filmora and DaVinci Resolve, combining AI generated clips, refined stills and custom motion graphics. I designed the audio mix using AI generated sound layers and effects to reinforce the tone and pace of the brand world. The result was a polished, high energy hero video that showcased the full Instinct concept in a cohesive, campaign ready format.
