Your quick tweak has developed a central nervous system.
It has opinions. It has dependents. It would like to circle back on the original scope.
Revision hellThe instant expertise issueGreat taste.
Sold
separately.200 options. One missing point of view.
Sold
separately.200 options. One missing point of view.
Your AI tool is not an art director. Neither is the prompt.
The machine made 200 options. Congratulations. You now have 200 decisions.
You generated 200 images. The room is impressed. Nobody knows which one belongs to the brand, but the volume is certainly happening.
Generating options and choosing a direction are different jobs. One can happen quickly. The other needs a point of view.
Write the criteria before the prompt.
What should the audience understand? Which visual decisions belong to this brand? Where will the image appear? What would make an output wrong, even if it looks impressive?
Use those answers to reject images. An attractive picture that communicates the wrong idea is still the wrong picture, now with excellent lighting.
A practical translation
1 of 3
01 / The brief
What should the audience understand?
Notes from the creative department02 / The edit
What can we afford to leave out?
Notes from the creative department03 / The decision
What makes this one work?
Notes from the creative departmentSomebody still has to choose.
Review composition, consistency, factual details, production requirements, and rights for the intended use. Check the image at its actual display size.
The useful skill is knowing why one option works and the others do not. That responsibility has not been automated just because the machine has become very enthusiastic about chrome.
Things to quietly lose your mind over
See all dispatchesDepartment of ambiguous feedbackMake
it pop.How much?No further context provided.
it pop.How much?No further context provided.
“Make it pop” is not a creative direction. It’s a cry for help.
Translating the world’s least useful sentence into something you can actually design.
Revision hellInvoice no. 000666Exposure.
Payment declinedThank you for the opportunity.
Rent $1,800
Coffee $12
Exposure $0
Payment declinedThank you for the opportunity.
I tried paying my landlord in exposure.
He loved the concept. Unfortunately, he’s going in a different direction.
Confessions