The point wasn't to cut corners. It was to put every penny of the budget on screen, not on a production crew.
I started with the typeface. Nocturne Serif was a deliberately anti-category choice. Most sports nutrition brands shout in sans serif; I wanted something considered, not aggressive. The colour followed: black and white only, no gradient heroics. Serious training doesn't need decoration. You either lifted it or you didn't. The photography held the same line: raw powerlifting, no vanity staging, no flattering light.
The whole production ran through an AI workflow. In Figma Weave, a node-based platform, I used Nano Banana Pro and ChatGPT Image 2 to build a character reference sheet for each athlete, plus one for the environment. Every image for the banner and email was generated from those sheets, so the art direction held across every asset. Final images were refined in Photoshop and dropped into the Figma designs.
The motion ad got its own story. Same art direction, different athlete and location, because this one was about Clear Whey specifically. I built a five-frame storyboard in Figma Weave, then animated each frame in Seedance, Kling 3 or Grok Imagine Video, picking whichever gave the movement real weight. After Effects handled sound design, transitions and the end card for Stories and Reels.
The point wasn't to cut corners. It was to put every penny of the budget on screen, not on a production crew.
