Timex
Role: Senior AI Creative Production Designer
Team: Producer — Raina Kamrat; Associate Technology Director Isabelle Bartter;
Designer — Jenn Byrne; Retouchers — Olga Tsybulina, Abby Sherman, Ariana Hildebrand
Agency: Thesis
Channels: Web, Retail, Social Media, Email Marketing
AI can be a powerful production tool for brands, making it possible to create campaign imagery even before physical products are available. For this project, I developed a virtual photoshoot for Timex, producing hundreds of images across macro, lifestyle, and on-figure categories. Each image was created through an AI-assisted workflow, then carefully refined through a traditional post-production process to ensure the final visuals were not only polished and campaign-ready, but also highly accurate to the physical product in every detail.
I led the project end to end, building a repeatable AI production pipeline that could support high-volume image creation while maintaining a high level of visual craft and product accuracy. I tested and selected the AI tools best suited to the work, developed the visual approach, and created and refined prompt systems to improve consistency and control across generated imagery. I also art directed wardrobe, casting, and environments, generated and selected final outputs, managed a post-production team, and oversaw retouching and quality control to ensure every asset remained faithful to the physical product and aligned with the Timex brand. Through continuous testing and iteration, I learned how to direct AI with greater precision, identify recurring failure points, and build production guardrails that made results more predictable and repeatable rather than simply producing one-off beautiful images.
The final imagery was deployed across a 360° campaign, supporting retail product pages, website banners, organic and paid social across Instagram and TikTok, and email marketing. Creating the campaign through an AI-driven production model gave Timex a flexible library of assets that could adapt across channels, formats, and marketing needs while maintaining a consistent visual language and a high level of product accuracy.
