Creative AI Workflow

Objective

As creative demand increased across campaigns, brands, formats and markets, the goal was to build a production workflow that improved speed, consistency and output without compromising creative quality. As Global Creative Director I led the design of an AI-enabled workflow across ideation, copy, design, video, localisation and production. The aim was never to replace creativity. It was to remove the bottlenecks so the team could spend more time on thinking and craft.

Solution

We built a connected workflow where each tool had a defined role and every output passed through human review before it moved forward.

Freepik Spaces sat at the centre of it as the node-based canvas, chaining generation, editing and upscaling into repeatable workflows rather than starting from a blank prompt each time. Claude handled ideation, creative routes and copy variation. Higgsfield and Creatify covered video and motion. Photoshop and Illustrator finished the work where it needed to sit in a layered, editable file.

The most important part was not the tools. It was the review gates. Generative output is usually 80% right, and the failure mode is that nobody can articulate why the last 20% matters, so the work either ships slightly wrong or gets rebuilt by hand and the efficiency disappears. We solved that by moving effort upstream into briefing and prompt structure and downstream into review criteria that were written down rather than felt.

The result is a more agile creative function delivering higher volume, faster turnaround and smarter iteration across Hantec Markets and Hantec Trader.

AI and tools

Freepik Spaces for node-based generation workflows. Claude for ideation, briefs and copy. Higgsfield and Creatify for video. Photoshop and Illustrator for production finishing. I designed the workflow, built the prompt systems and templates, wrote the quality standards governing when AI-assisted output is publishable under the brand, and trained the team to use it.

My responsibilities

• Led the design and rollout of the AI-enabled creative workflow across the team
• Identified where automation would genuinely remove bottlenecks rather than just add speed
• Integrated multiple AI tools across ideation, copy, design and video with a defined role for each
• Established the quality control standards and review gates protecting brand and creative output
• Built the reusable prompt systems and templates the team works from
• Improved delivery speed across campaigns, adaptations and localisation
• Enabled faster testing and iteration of creative concepts
• Trained and guided the team on effective AI use within creative processes
• Balanced automation against human creative judgement and approval