Product recognition
Maintain the defining visual characteristics of the Puffy Lux Hybrid throughout the creative process.
SELF-INITIATED APPLICATION PROJECT
AI imagery built
for real-world creative.
A product visualization study created specifically for the Puffy AI Image Specialist role — exploring product fidelity, art direction, responsive adaptation and production-ready commercial design.
Generative AI
Art Direction
Photoshop
Figma
UX/UI
01 / THE CHALLENGE
From product
to possibility.
Create premium, photorealistic lifestyle imagery around an existing physical product using generative AI — while maintaining recognizable product characteristics, creating space for commercial messaging and adapting the creative direction across multiple formats.
Commercial art direction
Create premium environments designed around real copy, hierarchy and layout requirements.
Multi-format production
Adapt one creative direction across desktop, mobile and paid social without losing visual consistency.
02 / PRODUCT FIDELITY
Real product.
Real details.
Using the official product image as a visual reference, I identified the defining characteristics that needed to remain recognizable throughout the AI-assisted process — including proportions, quilting, branding and key side-panel details.
These reference points became the visual checkpoints used to evaluate each generation before moving into final art direction and campaign production.
03 / DESIGNING FOR THE MESSAGE
Art direction
that works.
The first image established the visual direction, but testing it inside a real layout revealed an important issue: the background was too detailed to support clear, readable messaging.
I refined the composition, lighting and negative space so the image could work as a commercial asset — supporting both the product and the interface rather than treating them as separate decisions.
04 / ONE DIRECTION, MULTIPLE FORMATS
One direction.
Every screen.
Rather than simply cropping one master image, I adapted the composition for each aspect ratio while maintaining the same product identity, lighting and overall visual language.
The result is a consistent image system designed to work across responsive web, mobile and social placements.
05 / COMMERCIAL APPLICATION
Final campaign
creatives.
The AI-generated imagery was translated into finished campaign assets in Figma — combining photography, typography, hierarchy and calls to action for different marketing contexts.
Rather than repeating the same layout at different sizes, each format was treated according to its purpose: brand storytelling on desktop, responsive hierarchy on mobile and more focused messaging for social.
06 / WORKFLOW
From reference
to final asset.
A structured AI-assisted workflow combining creative direction, evaluation and design execution — from product reference to production-ready campaign assets.
- Reference
Use official product imagery as the visual source.
- Generate
Explore environments, compositions and creative directions.
- Evaluate
Review product recognition, composition, artifacts and usability.
- Refine
Improve lighting, framing, details and negative space.
- Adapt
Recompose the direction for multiple aspect ratios.
- Design
Apply typography, hierarchy, UI elements and messaging in Figma.
- Final
Prepare polished, production-ready campaign assets.
07 / ABOUT
Design, AI and
real-world impact.
I’m Dario Grba, a UX and graphic designer with a developer mindset, working across digital products, visual communication and marketing design.
I use AI as part of a broader design process — combining creative direction, structured iteration and traditional design skills to turn ideas into commercially useful visual experiences.
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