WTF

If you're a creative professional and have stumbled upon this little curated archive, your first thoughts are likely either:

• “WTF, this is an abomination and I will never use AI!”
• “WTF, this could be helpful to my creative workflow!”

As a Creative Director who’s been cautiously optimistic about AI from the get-go, I can honestly say that my reactions to the recent (2-year-old?) crop of Gen-AI tools have oscillated between both. In my explorations of these tools, however, I’ve discovered the potential for superpowers, and I remain (mostly!) optimistic still, with a healthy dose of caution thrown in. Yes, these tools will get better very quickly, and yes, there are aspects of our job that might become obsolete because these machines will do it better (or at least as well). But for now, I believe we’re safe, and these tools could make our jobs a lot easier.

The first time I opened Midjourney, I felt a familiar knot in my stomach—the same one I’d felt at every major technological shift in our industry over the past decade. I’m a 42-year-old creative professional who has built a career on human connection and craftsmanship. But I’ve found myself grappling with questions that likely resonate through your mind too: How do we preserve the soul of our craft in this rapidly evolving landscape? What happens to the countless hours we’ve poured into mastering our skills or understanding clients or executing our ideas?

Like many in our creative community, I approached these AI tools with a mix of curiosity and careful scepticism. After all, our work thrives on human connection, intuition, and years of hard-won expertise. But after years of exploring the most cutting-edge tools and platforms available (and quite a few spectacular failures), I’ve discovered something fascinating: These tools aren’t here to replace our creative spark—they’re here to help it burn brighter.

This gallery emerged from those late-night explorations. It’s not just another collection of AI-generated images or a cold repository of style codes. Think of it as our shared experimental space, where rapid ideation becomes possible in ways we couldn’t have imagined before. It’s like having an infinitely patient creative companion, ready to chase down every wild concept that crosses our minds.

The real delight, I’ve found, lies in how these tools accelerate our creative journey—letting us fail faster, learn quicker, and explore more boldly. Imagine exploring ten different creative directions in a fraction of the time it usually takes to develop one. That’s not replacing creativity; that’s giving it wings.

“Imagine exploring ten different creative directions in a fraction of the time it usually takes to develop one.”

In their current form and level of intelligence (as of December 2024), I view these tools as sophisticated sketches: brilliant for ideation and perfect for exploration, but never the final artwork. For that, we still need the irreplaceable magic of human creativity. If you find inspiration here (and I truly hope you do), consider it the beginning of your journey, not its destination. When it comes to commissioned work or client projects, there’s simply no substitute for human collaboration. Talented designers, illustrators, and photographers bring something machines can’t: the ability to authentically understand and translate your unique vision.

What excites me most about this curated gallery is its potential to spark genuine dialogue within our creative community. These images and style codes aren’t meant to be blueprints but conversation starters—stepping stones towards your unique creative expression.

We’re standing at a fascinating intersection where technology can amplify our creative capabilities without diminishing the fundamental human elements that make our work meaningful.

Let’s explore this evolving landscape together, finding ways to embrace these new tools while holding fast to the human ingenuity, emotion, and craftsmanship that have always been at the heart of great creative work. After all, the most exciting breakthroughs often happen when tradition and innovation dance together, each making the other stronger.

So, if you fall into the “WTF is this abomination!” camp, please put down your pitchforks and give these tools a real chance — you might be surprised with just how empowering they can be, and I swear you don’t have to sacrifice your human creativity in the process.

Finally, it should go without saying but I’ll say it anyway — ALWAYS HIRE HUMAN CREATIVES!