From AI experiment to campaign imagery.

Creating a good AI image is one thing. Developing a coherent series that can respond to specific feedback and work in animation is another. For us, that is where the interesting work begins.

De Kwekerij approached Ben Urbain with a concrete production question: how do you translate a papercraft concept into an AI-assisted approach? SUBITO needed distinctive miniature worlds, with a strong sense of material, consistent colour palettes and photographic characters. Not isolated style experiments, but images that belong to one campaign.

Consultancy at the worktable.

Our contribution was to help explore, set up and test the approach. Which visual references are useful? How do you direct camera angle, scale and material? What belongs in the prompt, and what is better shown in an image? And how do you stop a correction to one element from changing the rest of the scene?

We worked on the initial prompts and workflows, tested alongside the team on site and remained a technical sounding board remotely. De Kwekerij brought its art direction and production experience, developed the approach further and produced the images and animations with the team.

Not more instructions. Clearer guidance.

The workflow was not fixed from day one. We explored detailed, structured prompts and technical floor plans to guide the compositions. These helped make decisions explicit, but were not the simplest route for every scene.

Gradually, a more compact approach became the preferred option: a clear sketch, a strong visual reference and a focused prompt. The sketch guided the composition; the reference established the papercraft look. Creative judgement stayed with the makers.

Motion also combined generative and established production techniques. A cropped image containing the characters was animated, then composited back into the full scene in After Effects. This avoided having to regenerate the entire setting in motion.

The value also lies in what the team takes away.

The project produced five visual worlds: restaurant, sofa, train, gaming and cinema, adapted to different image formats. But for us, the value of consultancy is not only in those files. It is also in the experience a team gains: briefing more precisely, assessing results, adjusting an approach that has stalled and creating new variations independently.

That is how we see AI consultancy at Glossy. Not as a list of tools to learn, but as guidance on a real assignment. Exploring what works together, making it practical and sharing the knowledge with the people who will take it forward.

A concrete challenge quickly shows where AI helps — and where art direction, technical knowledge and human judgement continue to make the difference.