The Start of Something New: Work, Reimagined with AI
Alka-Seltzer Plus Sinus
ASP AI Production OLV
There’s a lot riding in one day, and slowing down isn’t an option—even when severe sinus pressure, congestion, and pain hit. People need relief that works immediately. That’s where a pre-activated solution comes in—liquid gels designed to hit the ground running, starting to work as soon as they’re taken.
Art Direction // Creative Concepting // Generative AI Designing
ASK
With competitors stepping back from the sinus category and increased organic momentum behind our sinus SKUs, the opportunity was clear: create a standout asset that positions Sinus, Congestion & Pain Liquid Gels as the hero. The work needed to flex across Linear, CTV, YouTube, and Social.
CREATIVE APPROACH
I began integrating AI into my workflow at the earliest stages of concept development—using it to visualize ideas, create mockups, and explore copy directions. For this project, we pushed that approach further, leveraging AI to rapidly develop and refine the OLV. This allowed us to explore more ambitious creative territories, accelerate iteration, and bring a more fully realized, high-impact idea to life earlier in the process.
PROJECT OVERVIEW
2.5 Weeks
100+ AI Video Generations
1 Art Director + 1 Motion Designer
Early storyboard developed with client input
To develop the visuals, I broke the story into bite-sized segments for generation in Adobe Firefly—starting with the head graphic, then the falling pill, and finally the explosion. I then mocked up the overall look and feel in Photoshop to establish composition, before moving into prompt development in Firefly.
Inital prompts: A vibrant scene focuses on a large, vivid orange candy at the center, surrounded by dynamic water splashes and droplets. The candy is prominently displayed, its bright hue contrasting sharply with the deep blue background. The camera remains steady, capturing the interaction between the candy and the water, while the lighting highlights the candy's texture and the sparkling water droplets.
A close-up of a person's head, happy with relief expression. smile without teeth. The individual has no eyes or teeth, expression is just through mouth.
PERFORMANCE HIGHLIGHTS