Your judgment.
AI in the making.
Learn to decide who a campaign speaks to, what it communicates and how it should look and feel. Then direct AI to create product imagery, motion and marketing layouts that belong together.
Follow practical demonstrations from concept and references to the first generation, critique and revision. Keep one brand through each short project so every new asset builds on the last. Bring your own brand or use a clearly labeled practice brand.
Build a cohesive campaign ↗
Concepts, references, product photography, coordinated layouts and motion.
02 · NovemberRefine the creative ↗
Purposeful variations, evidence-led critique and consistent seasonal production.
03 · DecemberBuild what lasts ↗
Gifting stories, product education and your reusable creative system.
Direct the idea. Build the campaign.
Start with a mini campaign, deepen your visual craft and prepare essential creative for both BFCM and the holidays.
01October 3–9Your first cohesive mini campaign
- Read a finished campaign: identify its audience, message, look and feel, and the decisions that hold it together.
- Build a compact brand reference pack with real product photos, brand cues and examples of what fits or does not fit.
- Turn one customer insight and a feasible offer into a campaign concept. Use BFCM and holiday gifting as connected briefs.
- Explore three visual directions, choose one and explain the choice. Capture audience, message, product truth, visual rules and placements in a usable creative brief.
- Generate your first hero visual with AI. Critique it against the brief, request specific revisions and check product accuracy.
- Extend the approved hero into an email visual layout and a website banner. Check that the message and visual direction stay consistent.
A brand reference pack, a chosen concept and brief, and a first mini campaign: one reviewed hero visual, email layout and website banner.
02October 10–16Product photography with a point of view
- Use real product references to direct shape, scale, materials, color, labels and packaging accurately. Identify gaps before generating.
- Choose lighting, camera angle, scene and props for the campaign idea. Explain what each choice communicates.
- Create a coordinated hero, detail and lifestyle image set; keep the same brand and product through the short build.
- Critique contact sheets for product truth, composition and brand fit. Revise specific weaknesses instead of regenerating blindly.
- Apply the method to both seasonal briefs. Produce early product and gifting imagery, plus usable ad and social adaptations when your launch needs them.
A reviewed product image set, reusable photography direction and first usable imagery for both BFCM and holiday campaigns.
03October 17–23One campaign across every touchpoint
- Give each placement a job while keeping one campaign idea: website banner, email visual layout, paid ad and organic social.
- Use AI to explore layouts, then direct typography, hierarchy, crop, copy space and the call to action. Keep important text editable and accurate.
- Adapt the same approved imagery across formats without simply shrinking the whole design.
- Review mobile readability, product prominence and the journey between creative placements. Keep offers and product details consistent.
- Build the essential coordinated static sets for both BFCM and the holidays. Bring forward any motion asset needed for an earlier launch.
Essential BFCM and holiday creative sets across web, email, ads and social, with a placement-by-placement review checklist.
04October 24–31Motion direction & seasonal creative kits
- Turn an approved campaign concept into a simple storyboard: opening frame, product moment, movement and closing message.
- Direct AI motion through references, shot choices, pacing and transitions. Start with short, usable clips.
- Check product and packaging continuity, text readability and whether the motion supports the idea. Revise the shot that needs work.
- Adapt approved clips into essential ad and organic-social versions for both seasonal campaigns.
- Review the complete BFCM and holiday creative kits, including static assets already made. Organize approved exports, specifications and priority revisions around actual launch dates.
Two usable first seasonal creative kits, including essential static and motion assets, with approved exports and a prioritized revision list.
Vary, critique & produce with consistency
Develop purposeful variations, improve the work with evidence and adapt seasonal creative while keeping the brand intact.
05November 1–7Creative variations with a clear purpose
- Start from one approved campaign and identify a specific question: a different opening, product benefit, composition or message.
- Direct purposeful ad and social variations while preserving the brand’s visual identity.
- Adapt the best-fitting ideas to email visuals and website creative where useful.
- Keep the core asset ready for your actual launch. Record what each variation is intended to teach.
A focused variation set with a clear creative question and decision criteria for each version.
06November 8–14Critique, evidence & better revisions
- Judge an asset against its brief before judging its polish: audience, message, product truth and placement.
- Use available performance data, audience feedback and visual review to identify a problem worth fixing.
- Separate observations from assumptions. A concept demo is not a live campaign result, and a change in performance is not proof of its cause.
- Write precise revision instructions for copy hierarchy, imagery, hooks or motion; compare before and after.
- Choose what to keep, retest or retire and record why.
A before-and-after creative review, improved assets and a decision log grounded in available evidence.
07November 15–21A reliable creative production workflow
- Turn an approved direction into reusable generation instructions, reference sets and layout rules.
- Produce coordinated batches while checking product identity, lighting, typography and campaign consistency.
- Create backup creative for a changed product or offer, using confirmed information supplied by the business.
- Keep versions, aspect ratios and exports organized so the right approved asset reaches the right placement.
- Prepare adaptable BFCM and holiday handoff sets without rebuilding the campaign from scratch.
A repeatable production workflow, organized delivery files and adaptable backup creative.
08November 22–30BFCM creative & the holiday handoff
- Adapt approved campaign assets for launch, reminders and closing messages as your real schedule requires.
- Carry confirmed offer or availability changes consistently through the creative. Avoid invented urgency.
- Use customer questions and available feedback to clarify assets without losing the campaign’s direction.
- Transition into the holiday campaign prepared in October, choosing what to retain and what needs a seasonal change.
- Capture examples and revision decisions as you work; label practice-brand demonstrations clearly.
A coordinated BFCM creative sequence and refreshed holiday assets, supported by a creative decision record.
Tell better stories. Keep the system.
Refine gifting and customer-education creative, respond to seasonal changes and build a process you can reuse.
09December 1–7Holiday storytelling & gifting creative
- Review useful creative lessons from BFCM, distinguishing live evidence from practice-brand observations.
- Develop gifting stories around real customer needs and available products using the holiday direction already prepared.
- Refine gift-guide visuals, product pairings, email layouts and website banners.
- Use AI to explore the story, then choose and revise the executions that best express it.
A refined holiday gifting story and a coordinated set of supporting creative assets.
10December 8–14Product demonstrations that explain
- Choose a customer question that benefits from being shown: scale, detail, use, styling or a product pairing.
- Plan a clear image sequence or short video with the right framing and visual hierarchy.
- Use AI where it can preserve product truth; ground demonstrations in real references and avoid invented functionality.
- Adapt the explanation for social, email visuals and website creative. Use only confirmed delivery information if it appears.
A useful product-education sequence and creative adaptations for relevant channels.
11December 15–21Adapt creative as the season changes
- Update approved assets when the business confirms changed stock, offers or delivery windows.
- Remove unsupported arrival promises and misleading product imagery across the creative set.
- Reframe the message and visual emphasis for the current customer need. Show pickup or digital gifts only if the business supports them.
- Build modular layouts and accurate update templates that are easy to revise without losing the brand.
A flexible seasonal creative set and reusable templates for clear, consistent updates.
12December 22–28Creative for the customer after purchase
- Extend the brand world into useful care, styling, gifting and product-use content.
- Direct imagery and short motion that explain clearly while preserving real product behavior.
- Create an email visual layout and supporting social or website assets for a relevant next interaction.
- Review clarity, tone and helpfulness. Build a reason to stay connected beyond another discount.
A coordinated post-purchase creative set and a simple content plan for continued customer education.
13December 29–31Your creative system & next campaign
- Curate your strongest campaign work and show the brief, direction and revisions behind it.
- Organize reference packs, creative briefs, generation instructions, layout templates and approved assets.
- Document the repeatable loop: brief, concept, references, direction, generate, critique, revise and adapt.
- Identify worthwhile production shortcuts while keeping human review in the process.
- Write a focused January creative brief using what you learned.
A curated creative portfolio, a reusable AI creative-direction workflow and your next campaign brief.
October establishes the creative foundation and both seasonal kits. November and December are proposed and may be refined around audience needs. Follow your actual campaign deadlines when deciding what to produce first.
A portfolio of work.
A process to keep.
- Confident direction of AI from a clear creative brief
- Stronger creative judgment, with visible reasons for your revisions
- A cohesive portfolio of product images, motion, ads, social, email layouts and web banners
- Reusable references, generation instructions, layouts and approved assets
- A repeatable process for creating, reviewing and adapting campaign assets
Bring your brand.
Start where you are.
Gather real product photos, accurate product details, brand fonts and colors, visual references and useful customer insights. Bring a campaign goal and a feasible offer. Confirm the business constraints that affect what your creative can honestly show or promise.
Working with a practice brand? Label it as a concept demo. Keep assumptions visible and never present imagined campaign results as real performance.
Watch. Practice. Revise.
Follow the daily practical lessons on Instagram. Start with a manageable mini campaign: a reference pack, a concept, a brief, a hero visual, an email layout and a website banner. Use the modules as your map, then return to the techniques your brand needs.
Save this resource and revisit it as your creative develops. The educational series is free; some demonstrated tools require paid plans. Email and website work focuses on visual layouts and creative assets.
Follow Anne on Instagram ↗
Anne Reyes
I bring 17 years of branding and marketing experience, built my first agency to seven figures in two years, and have worked with Amazon and US e-commerce brands. This challenge brings that experience into creative direction: choosing a strong concept, directing AI, and showing the revisions that make the campaign feel like one brand.