Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
Conquest Werbeagentur GmbH
Kürnbergblick 3
4060 Leonding
MARIA NUNEZ
We’ve all been there: you have an image in your head, but no time, no budget or simply no talent to visualize it. The creative spark is there, but there are often a few hurdles between imagination and visualization.
Luckily, this is precisely where new possibilities are opening up: tools that turn words into images – quickly, intuitively and surprisingly precisely. Text-to-image technology has long since arrived in the creative cosmos and is developing rapidly. Particularly exciting: integration directly in the dialog with ChatGPT. A new form of collaboration between man, machine – and of course: agency.
There are many tools on the market – Midjourney, Firefly, Stable Diffusion – all have their justification and certain strengths. But anyone who has ever tried to implement a specific idea with Midjourney knows that you quickly feel like a prompt poet or code tamer.
The image generator in ChatGPT is different. Here, image generation works like a conversation. No magical incantations or cryptic abbreviations. Bang – the tool understands you. It remembers what you built together. And it continues. No “restart”, no “reload upload”, no “change tool”. Just a natural dialog in which the idea becomes more and more concrete – just like you would brainstorm with a colleague from the creative team.
This fluent exchange is a real game changer. Because it makes it possible not only to “generate” images, but also to develop them together with the AI. And without having to attend prompt workshops or trawl through Reddit threads. Simply write what you think. And the tool responds – visually.
Sure, the theory sounds nice But we wanted to know: What can the new Image Generator really do? So we tested it – curiously, critically, with the typical agency perspective. Where does it save time? Where does it generate new ideas? And where does it (still) reach its limits? Here are a few examples – from impressive to “well, kinda”.
How versatile is a logo really? And how well does an AI understand our brand aesthetics? To find out, we had our agency logo translated into very different materials and textures – by text, of course. From shiny chrome and shaggy fur to water, grass or even pink chewing gum: the Image Generator delivered – and with an amazing sense of form, materiality and light. The outline of the logo remains clearly recognizable, but the look changes completely. An exciting use case for mood boards, style studies or quick visuals in the conception phase. Not a substitute for a well thought-out design system – but definitely a tool with creative added value.
What happens if you take an existing ad as a template – and have a new ad made from it? We tried it out: Uploaded the image, added the logo, added a few keywords about the look and feel. And lo and behold: the style of the original ad was adopted with astonishing precision. Color scheme, perspective, imagery – everything was consistent.
The integration of our logo worked surprisingly well. In contrast, the result for the supplementary texts was still mixed – here you can see that typographic sensitivity is not (yet) one of the AI’s greatest strengths. However, as a quick style test or visual concept board, the approach works surprisingly well.
Now we wanted to find out: Can AI not only deliver individual images – but create the basis for an entire campaign? Our test object: a fictitious deodorant with the charming name Achselkönig (Armpit King). And the result? Surprisingly strong. The AI generated various visual approaches within a very short space of time. What was particularly exciting was that the motifs were not only beautiful, but also had real consistency, both as product staging or mood motif. It was also easy to generate a simple web presentation – not as a finished UI design, but as a visual direction that you can continue to work with. One thing is clear: AI is no substitute for holistic campaign development. But it provides an impressive starting point that makes ideas tangible – fast, versatile and with a surprising sense of style.
Finally, we set the AI a typographical challenge: Can it derive a kind of complete font from a single word – i.e. a font snippet? Our instruction: design all the letters so that they stylistically match the source word. The result? Not a complete font family, of course. But: a visual approximation that surprises. The AI has generated letters that have taken on the look and feel of the original surprisingly well – in terms of structure, design language and character. Some variants were closer, others more inspired than precise. But as a style or basis for a font concept? Absolutely usable.
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