Astro 4th Anniversary: Th4nk You

I was trusted to lead the entire visual direction for this campaign, covering everything from the initial brainstorming and logo creation to social media, motion assets, and digital ads. The real challenge was our decision to go full AI for the key visuals at a time when public skepticism was at its peak.

A lot of people think AI is a shortcut where you just type a prompt and you're done. In reality, the raw outputs were full of glitches like six-fingered hands and distorted faces. To fix this, I used heavy digital imaging, blending real photography with the AI generations to manually clean up every error so it could meet our corporate standards.

The process behind the scenes was a grind. It started with raw sketches, which I pitched to my Creative Lead and Group Head, before presenting the final visuals directly to the CMO for approval. It was far from easy, but it proved that technology is just a tool, it still takes a human eye and solid design skills to deliver a premium campaign.