AI-Enabled Creative Direction

“The Local List”

For Addison Group’s The Local List, I used AI as part of my creative workflow to transform a single approved visual direction into a scalable, localized campaign across 28 markets. I established the concept, brand parameters, typography, composition, and visual language, then directed AI to create market-specific imagery and landmarks while maintaining consistency across the larger system. The result demonstrates how I use AI not as a replacement for design thinking, but as a tool to accelerate production, explore ideas, and scale thoughtful creative efficiently.

28 Salesforce Banners for our local markets

Skills used:

Content Systems Design • Sales Enablement Strategy • Scalable Asset Development • User-Centered Thinking • Cross-Team Adoption

My Role

  • Led creative direction, content structuring, and design execution

  • Reframed the asset from a tactical request into a scalable solution

  • Introduced new distribution methods and tracking capabilities

  • Partnered with field teams to ensure the asset aligned with real-world use cases