AI

The elephant in the room

Artificial intelligence is disrupting how people create in the 21st century.

In recent years, computer scientists have developed AI models that have made the wide-scale use of generative AI possible. Trained on millions of data points, these models learn how to generate images and copy based on simple text prompts.

The Bad

When AI tools are used as a crutch, a lazy solution. Trash in trash out.

The Good

When AI tools are used while having experience and knowledge.

At Dieselbrook we use AI tools to empower.

It’s a transformative force that demands careful understanding and thoughtful engagement. In the hands of an amateur, generative AI can be derivative, lacking depth and originality. We guide AI, instead of using it as a crutch, fully injecting our personal touch, choices, and vision into our work.

The benefits of working with AI tools while having experience and knowledge.

When AI tools are used while having experience and knowledge.

01

AUTOMATION OF REPETITIVE TASKS

02

FASTER DESIGN PROCESS

03

ENHANCED INNOVATION AND CREATIVITY

04

GREATER CREATIVE EXPRESSION

Through trial and error we’ve developed the technical skills and understanding needed to make the most of AI tools.

How AI was used:

AI helped to create highly directed images with consistent characters. We developed personas that would usually be used for the casting of actors, but with AI we can generate these personas in any scene and situation that the campaign requires. It’s highly iterative and efficient.

How AI was used:

We used AI in this project to make up the gap of photography available. We don’t want to replace photography, but we strive to get as close as possible with AI so that our images are indistinguishable from the photography.

How AI was used:

AI animation, when used correctly, has become so sophisticated that we are able to quickly generate videos that we develop into final ads. We use an industry standard method for video projects, from script writing to storyboarding, but instead of filming we generate it instead.

How AI was used:

AI helped us to re-imagine the core visual elements (Hands, tools and the infinity symbol). We used traditional design methods to create base imagery and then used AI tools to re-imagine those elements that would otherwise require sophisticated 3D tools or professional photography.

How AI was used:

AI helped us to quickly iterate on visual concepts. The efficiency of this process allowed us iterate on highly refined visual concepts. We used a variety of AI tools to create highly realistic and refined key campaign visuals and generate video for a fully AI generated video advert.

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Balance is key.

Artificial intelligience is most powerful when it’s guided by human insight. At Dieselbrook, we believe the real value of AI lies not in replacing creativity, but in amplifying it. By balancing cutting-edge technology with experience, taste, and critical thinking, we ensure every idea remains intentional, original, and deeply human.

We use AI to streamline the process, not to shortcut it. Every output is shaped by creative direction, refined through judgement, and grounded in strategy. The result is work that moves faster, explores further, and still carries meaning.