AI
AI is part of the process when it improves thinking, iteration, or execution.
Approach
AI is treated as a material and a method, not an aesthetic. Wherever it appears, it supports craft: iteration, structure, and better decisions.
We use it when it helps clarify direction, test options, or accelerate parts of the process without flattening the result.
The goal is not automation for its own sake. The goal is sharper concepts, stronger images, and more control over how the work is made.
Principles
- Human direction first
- Used with clear intent
- In service of the final work
- Never spectacle for its own sake