The brief for Persil Ultimate Non Bio had a clear creative direction, imagery that felt genuinely authentic to family life, the mess, the play, the outdoors.

Fully AI-generated imagery wasn't an option, so I developed a hybrid approach. The product was always grounded in real photography, while AI enriched the world around it.

I explored two levels of AI integration. Some images used fully generated backgrounds with only the product as real photography, these were pushed aside in favour of a more grounded approach. The images that went live were those where AI was used to subtly enhance the natural surroundings of real photography, adding detail and texture to scenes that already existed rather than building them from scratch.

It opened up a new way of thinking about AI, not replacing photography, but completing the story it starts.