Glenmede
Creating the photography the campaign couldn’t get from stock
- Role
- Creative direction, art direction, AI image-making and motion
- Mandate
- Create highly specific, photorealistic imagery without an AI-generated look
- Scale
- Print, digital, and 30-second broadcast
- Outcome
- Expanded the campaign from still imagery into broadcast
For Glenmede’s 2026 “Let’s Talk” campaign, I replaced a recurring stock-photography compromise with a custom AI-enabled image-making process. The client needed highly specific people, environments, and interactions, but did not want anything that felt AI-generated. I created three photorealistic campaign worlds—Family, Art, and Office—across print and digital.
The decision point was whether an unfamiliar production method could meet the client’s standards for specificity, credibility, and restraint within the available budget. I treated generation as art direction—iterating casting, composition, tone, and nuance until the work could withstand that scrutiny.
Proof-of-concept storyboards, an animatic, and motion tests shifted the work from a skeptical exploration into an approved broadcast direction. I then carried the same characters and visual language into a 30-second spot, developing the concept, storyboards, and visual execution while collaborating with a writer on the script.
