Working with Generative Tools
Designing a Full Campaign with AI Without Losing Your Own Creative Intelligence
Generative AI has created a strange paradox in the creative industries. Designers suddenly have access to an almost infinite production machine. Images, layouts, motion tests and entire visual worlds can appear within seconds. Yet precisely in this moment of abundance, something essential becomes more valuable than ever: human creative intelligence.
AI is extraordinary at generating possibilities. It is much less capable of generating meaning. The difference between the two defines the role of the designer today. A successful campaign is a coherent system of ideas that moves across media, formats and contexts while maintaining a clear conceptual core.
Exploring the balance between strategic thinking and generative design in the age of Midjourney and ChatGPT: Consistent visuals, fast turnaround, and near-zero production costs- using Midjourney and ChatGPT for a strong based concept campaign. In a world where marketing campaigns often demand big budgets and long production timelines, I wanted to explore: Can you build an entire campaign with a strong visual identity and a clear concept — without the overhead?
Visuals form the Board of Governors Tel-Aviv University, 2025
Newspaper Add, Board of Governors Campaign, Tel-Aviv University, 2025
For the Tel Aviv University Board of Governors campaign, I combined a strategic creative concept with AI-generated visuals using Midjourney, while refining tone, mood, and consistency via ChatGPT. Working with generative tools didn’t replace the deep design thinking process — it amplified it. It allowed us to iterate fast, visualize alternatives, and align all assets to the core message. Fast. Accurate. Budget-friendly. And no, we didn’t skip the essentials. We thoroughly tested visual directions, maintained full alignment with the university’s brand book, and conducted constant back-and-forth with the client to perfect every visual and every word.
Building a full campaign with AI still demands a clear and precise creative brief just like any traditional campaign. After defining the core objectives, values, and specific needs of the campaign, the next step is to use ChatGPT as a tool for inspiration, helping explore references and ideas that might not surface intuitively. However, to keep the creative thinking expansive and not constrained, I always recommend independently searching for at least 2–3 additional sources of inspiration relevant to the field you’re designing for. After gathering a broad range of material, the process moves to building rich and thoughtful mood boards, not relying solely on AI outputs but combining insights from multiple directions, including real-world photography or on-site documentation if needed. Once the concept solidifies, the visual creation phase begins, using Midjourney with carefully crafted prompts developed through ChatGPT. My advice: take it step-by-step and don’t expect the first prompt to deliver the final result. True creative development requires iterations. Once a strong visual language emerges, further refinement with traditional design tools: Photoshop, InDesign, Illustrator, Lightroom, and more- ensures that the campaign reaches a holistic, polished, and professional finish.
Website Page,Board of Governors Campaign Tel-Aviv University, 2025
Visuals form the Board of Governors Tel-Aviv University, 2025
For the Tel Aviv University Board of Governors campaign, I combined a strategic creative concept with AI-generated visuals using Midjourney, while refining tone, mood, and consistency via ChatGPT. Working with generative tools didn’t replace the deep design thinking process — it amplified it. It allowed us to iterate fast, visualize alternatives, and align all assets to the core message. Fast. Accurate. Budget-friendly. And no, we didn’t skip the essentials. We thoroughly tested visual directions, maintained full alignment with the university’s brand book, and conducted constant back-and-forth with the client to perfect every visual and every word.
Honorary Degrees stage, Board of Governors Tel-Aviv University, 2025. Photo: Chen Galili
Curious to know how your business can also enjoy a Campaign strategy and Design with AI — Without Losing Your Mind?
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Visuals form the Board of Governors Tel-Aviv University, 2025