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ShowroomAI process

Key visuals for culture, training and change programs inside large companies. Each one reads left to right: what I started with, what the AI gave back, what I fixed by hand and what shipped.

Pieces
11 campaigns, 10 brands
Role
Visual concept, art direction, AI imagery
Agency
HD* Human Design Doing
Tools
Firefly, Midjourney, Stable Diffusion, Photoshop
ReferenceAIHand finishFinal
01
Philip Morris International

Find your Copilot

Scale
1,070 employees
Tools
Firefly, Midjourney, Photoshop

BriefPeople resisted using AI at work. The program took the whole company, 1,070 employees, through three stages: Starters, Experts and Ambassadors.

IdeaPartners, not replacements: a human fist meets a fist made of light.

  1. 01AIFirst result
    First AI result with a robot arm

    Firefly’s first take used a robot arm.

  2. 02ReferencePainted reference
    Painted reference

    A flat shape painted in Photoshop to replace the arm.

  3. 03AIFirefly iterations
    Firefly iterationsFirefly iterationsFirefly iterations

    Rounds of variations from the new reference.

  4. 04FinalKey visual
    Key visual

    Type and layout finished by hand.

  1. 01ApplicationsOne look, three stages
    One look, three stagesOne look, three stagesOne look, three stages

    Starters, Experts and Ambassadors, generated in Midjourney to match the key visual.

  2. 02AIThe prompts
    The promptsThe promptsThe prompts
02
Mars Wrigley

Snackable · Together Festival

Scale
700+ associates
Tools
Firefly, Photoshop

BriefA 12-month integration in Mexico needed local events and communication, starting with “Day Zero”, the official celebration for more than 700 associates.

IdeaSnackable: hands coming in from every side to share the brands.

  1. 01ReferenceVisual reference
    Visual reference

    The composition to match.

  2. 02ReferencePainted masks
    Painted masksPainted masks

    Flat shapes to place each hand and product.

  3. 03AIFirefly iterations
    Firefly iterationsFirefly iterations
  4. 04FinalKey visual
    Key visual
ApplicationsSame method for the event pieces · drag to compare
Sketch
AI render
SketchAI render
Sketch
AI render
SketchAI render
Applied piece with the logo
03
DiDi Food

Fuerza DiDi

Scale
Annual concept
Tools
Firefly, Photoshop

BriefDiDi Food wanted one annual concept to connect its business developers in every region with the company’s mission.

IdeaOne raised hand, holding what each team works with.

ReferencePainted referenceAIFirefly resultFinalFinal
Fuerza DiDi
Fuerza DiDi
Fuerza DiDi
Fuerza DiDi
Delivery
Delivery
Delivery
Delivery
Sales
Sales
Sales
Sales
04
Megagas · Shell retail partner

Amo aquí

Scale
Service culture
Tools
Firefly, Photoshop

BriefThe service stations needed a stronger service culture and the launch of a corporate university, for teams with high turnover.

IdeaAmo aquí (“I love it here”): the fuel hose bends into a heart.

  1. 01ReferenceSketches
    SketchesSketchesSketches

    The hose, the drop and the heart, drawn flat first.

  2. 02AIFirefly results
    Firefly resultsFirefly resultsFirefly resultsFirefly resultsFirefly results
  3. 03FinalFinals
    FinalsFinals
05
Sephora

Sephora Day

Scale
180+ collaborators
Tools
Midjourney, Photoshop

BriefWith new regional leadership, Sephora Day brought offices, stores and interns together around one idea: the same magic, wherever you shop.

IdeaFestival makeup, up close: the glitter is the shared magic.

  1. 01AIMidjourney
    MidjourneyMidjourney

    Two prompts, two faces.

  2. 02FinalFinals
    FinalsFinals

    Type, layout and color finished in Photoshop.

06
Coppel

Match Perfecto

Scale
Company-wide
Tools
Firefly, Midjourney, Photoshop

BriefCoppel needed every level of the company, operations included, to adopt its new culture and competency model.

IdeaMatch Perfecto: the competencies as a perfect match, told with hearts, hands and a plug.

  1. 01AIStyle references
    Style referencesStyle references

    The 3D style, explored in Midjourney.

  2. 02ReferenceVector → Firefly · drag to compare
    Vector
    Firefly
    VectorFirefly
    Vector
    Firefly
    VectorFirefly
    Vector
    Firefly
    VectorFirefly
  3. 03FinalKey visual and pieces
    Key visual and piecesKey visual and piecesKey visual and piecesKey visual and piecesKey visual and pieces
07
Ultrajewels

Desata tu brillo

Scale
Leadership program
Tools
Midjourney, Photoshop

BriefUltrajewels wanted inspiring leadership aligned with its cultural DNA: a playbook and workshops for its directors.

IdeaDesata tu brillo (“Unleash your shine”): light breaking into color on a face.

  1. 01AIFirst prompt
    First prompt
  2. 02AIRefined prompt
    Refined prompt
  3. 03FinalKey visual
    Key visual
2:21 pm · First prompt

A woman in profile with her head tilted up, reaching out to touch the light beam that is being projected from above on a dark background, with rainbow colors. Photograph in the style of Tim Walker. --ar 16:9

2:34 pm · Refined prompt

[image reference] A woman in profile with her head tilted up, reaching out to touch the light beam that is being projected from above on a dark background, with rainbow colors. Photograph in the style of Tim Walker. --stylize 800 --v 6.1 --ar 16:9

What changed: an image reference went in and stylization went up to 800. 13 minutes between the two prompts.

08
Cinépolis

Partners in Life

Scale
Culture program
Tools
Firefly, Midjourney, Photoshop

BriefThe Cinépolis Experience culture program was a scatter of posts with no shared look. It needed one identity and a brand book.

IdeaPartners in Life: we all had partners who got us where we are.

  1. 01ReferenceReference
    Reference

    The C, flat.

  2. 02AIFirefly
    Firefly
  3. 03Hand finishPhotoshop edit
    Photoshop edit

    Cleaned and relit by hand.

  4. 04AIMidjourney characters
    Midjourney charactersMidjourney charactersMidjourney charactersMidjourney charactersMidjourney characters

    Each partner pair, built prompt by prompt.

  1. 01FinalFinals
    FinalsFinalsFinals
09
Cinépolis

Employer branding

Scale
Three proposals
Tools
Midjourney, Photoshop

BriefCinépolis wanted to win back the trust of employees and outside talent, with one big idea and a playbook for every message.

IdeaThree routes, all starring the real crew: the people behind the screen.

AIMidjourney promptFinalProposal
Route 01
Route 01
Route 01
Route 02
Route 02
Route 02
Route 03
Route 03
Route 03
10
ArcelorMittal México

Eslabones de vida

Scale
Safety & EVP
Tools
Firefly, Photoshop

BriefA steel plant needed a stronger employer brand and a real safety culture.

IdeaEslabones de vida (“Links of life”): every link in the chain matters.

  1. 01ReferenceSketch → Firefly · drag to compare
    Sketch
    Firefly
    SketchFirefly
  2. 02FinalKey visual
    Key visual
11
HD* Human Design Doing

Astronauts

Scale
Series for LinkedIn
Tools
Stable Diffusion

BriefA self-initiated test: can AI keep one look across a whole series for professional channels?

IdeaLock the prompt and the noise seed in ComfyUI, then change only the style.

Astronaut portrait, style 1Style 01 / 18
Same prompt · same noise seed · only the style changes
  1. 01AIComfyUI workflow
    ComfyUI workflowComfyUI workflowComfyUI workflow

    The full graph, the locked prompt and noise number, and the style node.