Expanding Creative Direction Under Constraint
Best Buy Pitch
Role: Art Director
Agency - We Are JOY
As an Art Director, I used AI to expand how visual directions are explored.
Starting from a single internal brief, I built multiple, fully visualized directions.
The goal was to give the team more to see, react to, and take into production.
The Approach
Worked as an Art Director using AI to build background systems and visual worlds. Each direction started from the same brief, then pushed into different expressions of the brand.
explored multiple visual territories in parallel
generated backgrounds and environments quickly
tested range while maintaining brand consistency
The goal was not the final output.
It was to create clear, usable directions that the internal team could take forward into production
The Outcome
More directions explored without adding time or cost. Decisions happened earlier, with better visibility.
Creative moved from assumption to clarity.
AI acted as an amplifier.
Extending what the team could see, test, and build before committing to production.
Direction one
Abstracted holiday forms.
Familiar, not literal.
Clean, scalable, brand-first.
Direction Two
Seasonal expression through recognizable forms.
More literal. More playful.
Built to balance brand clarity with holiday energy.
Direction Three
Driven by human moments and atmosphere.
Less about decoration, more about feeling.
Built to create warmth, depth, and connection.
