CASE STUDY

Designing Smarter, Not Harder – with AI

Design projects are often constrained by limited time, budget, or access to resources such as custom photoshoots, animation teams, or dedicated copywriters. In deadline-driven environments, there was a clear need for a solution that could accelerate content production while maintaining a high level of creative quality.

To meet the demands of fast-paced creative production, a suite of AI tools (including Freepik AI, Adobe Firefly, ChatGPT, and Sora) was integrated into the daily design workflow. These tools supported the development of high-quality visuals, animations, and copy, helping to streamline processes, reduce production time, and expand creative possibilities.

1. Visual Prototyping & Concept Development

In early-stage design, speed and flexibility are essential. Freepik AI enables rapid visual exploration by generating custom imagery from simple text prompts. For example, a prompt such as “a moss-covered ruin with a circular stone frame, dappled in jungle sunlight” can be transformed into a production-ready asset within seconds. This allows for greater creative freedom and eliminates reliance on stock libraries or time-intensive illustration.

Beyond image generation, Freepik AI supports efficient asset refinement. It enables background removal, frame extension, and the creation of complementary visuals that align with existing compositions making it especially valuable in high-speed design workflows.

Real-world Application - Casa di Campara Campaign

To create campaign-ready visuals without the time and cost of traditional photoshoots, AI tools were used to generate lifestyle imagery and fashion assets for Casa di Campara. Product visuals - such as body creams and butters - were placed into curated, AI-generated environments like sunlit Mediterranean terraces and minimalist interiors, aligning with the brand’s tone and aesthetic.

For the fashion line, real dress photography was combined with AI-generated models and scenes. The original fabric and color were preserved, while the dress appeared on a fictional model in locations like a sunset beach or the streets of Porto. This approach enabled consistent, on-brand campaign visuals with faster turnaround and greater creative flexibility.

2. Creative Copywriting

ChatGPT was integrated into the strategy and content development phases to support campaign ideation and execution. The tool was used to develop naming concepts, slogans, campaign narratives, and to refine tone of voice based on target audience segments. It also assisted in producing clear, engaging social media captions, writing proposals, and structuring campaign briefs with improved clarity and speed.

Real-world Application - Casa di Campara Campaign

In the Casa di Campara campaign, ChatGPT played a key role in shaping the storytelling around visual content. After generating campaign-ready visuals using Sora, the tool was used to write image descriptions and social media captions that reflected the brand’s tone and emotional appeal. These captions were designed to enhance platform engagement and align with the brand’s Mediterranean, refined aesthetic.

By generating voice-consistent copy, ChatGPT supported deployment across Instagram, Pinterest, and web mockups, allowing for cohesive multi-channel presentation. The AI-assisted workflow accelerated production while ensuring the messaging matched the visual tone and brand identity.

3. Speeding Up Production with Adobe AI

AI-powered features within Adobe tools are regularly used to streamline production workflows and reduce time spent on technical tasks. Functions such as background removal, object generation, and vector creation enable rapid asset development while maintaining full creative control. These tools enhance efficiency across the design-to-delivery pipeline, allowing more focus on creative direction and refinement.