How to brief an AI image project. What clients need to know.
AI-generated visuals can be fast, flexible and stunningly realistic. But like any creative process, the quality of the output depends entirely on the quality of the brief.
If you're a brand manager or agency lead thinking of using AI imagery, here's exactly what you need to include in your brief to get the results you want.
1. Start with the purpose
What is the image for?
A product launch campaign?
A hero image for your website?
A paid ad?
Social or editorial?
Clarifying the context helps define the tone, format and level of realism required. A press ad needs a different approach to an Instagram carousel.
2. Define the subject and focal point
Be clear about what the image should focus on.
A product? (Include dimensions, angles, materials, finishes)
A person or model? (Describe demographics, expression, clothing style)
A scene or environment? (Interior, exterior, studio, landscape)
If it’s a composite, say what is real photography and what is AI-generated.
3. Set the tone and style
This is where AI shines, but it needs direction.
Should the style feel cinematic, documentary, editorial or minimalist?
Is it moody and dramatic, or light and aspirational?
Are you referencing any brand campaigns or photographers?
Visual references (moodboards or links) are gold here. Even one great reference can steer the AI engine.
If you already have your own art direction, we can work to it precisely. But if you don’t, we’re happy to take care of it. With over 25 years of experience art directing big commercial campaigns, we know how to set the visual tone that aligns with your brand and audience.
4. Aspect ratio and format
Always specify where the image will be used:
Portrait (for Stories or Reels)
Square (for Instagram feed)
Landscape (for web banners or presentations)
Resolution matters too. Most AI platforms can generate hi-res assets, but it needs to be defined upfront if print-ready output is required.
5. Include brand assets and constraints
If the image needs to follow brand guidelines:
Share colour palettes
Define type of lighting that matches your brand feel
Specify any do-not-use elements (e.g. avoid palm trees, no overt luxury cues, etc.)
6. Define realism level
AI images can range from stylised to photorealistic. What is your expectation?
Do you want it to pass as a real photograph?
Should it feel surreal but clean?
Is some abstraction acceptable?
Be honest about what you need it to feel like as well as what you want it to show.
7. Timing and delivery
Give a sense of how many image variations you need and when. If you want to run a test round first, say so.
Also, clarify if the outputs are:
For review only
Final assets ready to publish
Or meant to be part of a layered workflow with post-production or design
Our Process at Springwerks
We guide every client through this briefing process. If something’s missing, we ask. If your brand’s never used AI imagery before, we’ll walk you through it.
And because we combine real photography with AI scene-building, we know when to dial up the realism and when to push the creativity.
We can work to your supplied art direction and brand moodboards, or handle that stage ourselves. With over 25 years of experience directing large-scale campaigns, we know how to balance creative ambition with commercial clarity.
Every image we create is led by someone who’s worked in photography and brand campaigns for decades. We don’t just generate content. We deliver visuals with intent.
Final Thought
A strong brief doesn’t need to be long. It just needs to be clear. The more you define the outcome, the better the creative process will be.
And the best part? Once we know what you're aiming for, we can generate, revise and deliver faster than any traditional production cycle.