Concepting &
Art Direction
Our task was to create a concept for Fortum’s Recycling and Waste Division for their toxic waste disposal campaign. We developed a concept that visually communicates the core of their business — the safe disposal of toxic waste to prevent it from reaching nature and human habitats. After all, not everything is meant to circulate.
AI Tools: Midjourney —v 5 and Photoshop AI
Art Direction &
Concepting
AI is a powerful tool, but like any tool, it has its place and purpose. It’s not an idea or a concept, nor does it replace insight or creativity. I use AI extensively throughout my ideation and creation process to refine, enhance, and scale ideas and executions. I’ve also explored its practical use in client projects, and the following images and videos showcase some of those experiments in action. This particular project was created for a client to test whether AI could replace a traditional photoshoot and to evaluate how much control we have over the entire production process.
