AI project 01

Lloyds Horses

The black horse is Lloyds' most famous asset. I gave it a new lease of life, using various generative AI tools and directing a team of designers and retouchers to nail the visuals before they played out on some of the world's most iconic OOH sites.

AI conceptsAI art directionArt direction

Creative 01

Initial AI concept: a black horse galloping through long grass under towering clouds
01 — Initial Midjourney concept
Final AI image: the black horse galloping across a sunlit meadow
02 — Final image, art directed on client-approved models
03 — Animation, art directed on client-approved models

Creative 02

Initial AI concept: a black knight chess piece in close-up on a chessboard
01 — Initial Midjourney concept
Final AI image: the black knight standing among chess pieces on a wooden board
02 — Final image, art directed on client-approved models
03 — Animation, art directed on client-approved models

Creative 03

Initial AI concept: a rearing black horse painted as a mural on a weathered street wall
01 — Initial Midjourney concept
Final AI image: the rearing black horse mural on a white wall beneath trailing ivy
02 — Final image, art directed on client-approved models
03 — Animation, art directed on client-approved models