HOORAY HOUSE

In my recent freelance work for Hooray House, I used generative AI to create art-directed product imagery and test short-form motion concepts. The challenge was preserving the exact product while generating new environments, characters, and movement around it. I established the visual direction, built detailed prompts and references, evaluated accuracy and brand fit, and refined the outputs. I see AI as raw creative material; the concept, judgment, and final craft still come from the designer.