I CHALLENGED MYSELF TO CREATE AN A.I. SPEC CAMPAIGN FOR FILSON, AN AMERICAN OUTERWEAR BRAND, WITHOUT SHOOTING A SINGLE FRAME, SIMPLY TO SEE WHAT I COULD COME UP WITHIN A COUPLE HOURS.

I GENERATED THE BASE IMAGES WITH MIDJOURNEY USING COMMON TEXT-PROMPTS AND SOME MAGIC-PROMPT-SAUCE THAT I FIGURED OUT AFTER LOTS OF TESTING, WHICH TOOK THE RESULTS TO A LEVEL THAT I HONESTLY WASN'T EXPECTING. I GENERATED AND EDITED THIS SET IN ABOUT 3 HOURS.

I EDITED THE IMAGES IN A WAY THAT FORMS A VISUAL LANGUAGE THROUGHOUT THE SET TO SELL THE EFFECT EVEN BETTER AND ADDITIONALLY USED SOME VISUAL OVERLAYS TO CONNECT THEM FURTHER.

AS A PHOTOGRAPHER AND FILMMAKER I AM NOT SURE HOW TO FEEL ABOUT THE RAPID SHIFT IN A.I. TECHNOLOGY, THE POSSIBILITIES AND WHAT THEY MIGHT MEAN FOR THE FUTURE OF THE FIELD THAT I WORKED IN PROFESSIONALLY FOR OVER 10 YEARS.

IT'S CONFUSING, SCARY AND WEIRDLY EXCITING.