GenAI Campaign 01

QINGXIANG

A Memory Carried on Air

GenAI Art Direction for a Fictional Luxury Fragrance Campaign

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Visual Narrative

Project overview

Excerpt from Prompt:

85 mm product photography, warm sunrise backlight, controlled glass edges, realistic caustics, architectural background dissolved into soft bokeh, and clean negative space for copy.

Behind the Scenes:

I structured the prompt as a photographic brief, defining the product invariants, camera behavior, lighting source, composition, materials, and common generation failures.

Project Type: Self-Initiated Portfolio Concept
Role: GenAI Art Direction, Campaign Concept, Photographic Direction
Focus: Product imagery, lifestyle photography, prompt development, production planning

Introductory copy:

I developed Qingxiang as a fictional luxury fragrance campaign to explore how generative AI can support a commercial image-production workflow. I translated the campaign concept into a consistent photographic system, directed the product and lifestyle imagery, and identified which elements would require traditional retouching, compositing, or CG before final release.

Campaign concept

The creative brief

A Memory Carried on Air

Qingxiang treats fragrance as a moment of recognition: morning light, a familiar flower, and a feeling that arrives before language.

The challenge was to communicate botanical freshness and cultural specificity without relying on nostalgic or overly ornamental imagery. The campaign needed to feel contemporary, intimate, and credible across brand, social, and retail formats.

Production judgment:

GenAI: concept exploration, talent, environment, lighting, format variations
CG/Compositing: exact bottle geometry, packaging master, reflections and caustics
Retouching/Design: hands and skin, typography, legal copy, color finishing

Final disclaimer:

Qingxiang is a fictional, self-initiated portfolio project. The campaign imagery was created through an AI-assisted visual-development workflow and does not represent commissioned client work.

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Director

Explore Isaak's impressive art director and art portfolio pieces.

About me

Contact

isaaklien@gmail.com

626.592.0697