Project 10 / 23 · Concept Art

Virgin Voyages

Pitch Concept Art — Traditional & AI Tools

2024

Project overview

This project presents a small section of the 1000s of concept art images that are both AI-generated and edited with a variety of tools like Midjourney, Photoshop and the good old pen and sketchbook. The artwork contributed to an exciting pitch for Virgin Voyages, equipping VFX studio, The Mill, with many approaches and style options to choose from and develop further. Whilst AI tools provide interesting avenues and possibilities for visual development, they also bring a whole new set of challenges. Making strong visual work is still a high demand skill, and to me, more tools means more possibilities.

There are strong arguments both for and against using AI in art. On one hand, AI offers unprecedented possibilities, speeding up production, enhancing creativity, and unlocking styles and ideas previously unimaginable. On the other, critics argue AI dilutes artistic authenticity, threatening originality and undervaluing traditional artistic skills.

In my opinion, beyond taste or personal preferences, the strength of an idea and the clarity of vision required to see it through matter most. Great visual work demands strong creative direction, regardless of the tools employed. AI is just another medium. What truly defines the art is the artist's ability to harness their vision effectively.

If you're wishing to use AI as a tool to make art, it's my strong opinion that you need to develop traditional skills in order to fully appreciate its potential and limitations. Understanding foundational artistic principles such as composition, color theory, perspective, and storytelling allows you to better evaluate and enhance AI-generated content. Traditional skills also provide the critical eye needed to refine and direct AI outputs, ultimately elevating your work to a higher level of creative expression and originality.