As creative demand increased across campaigns, brands, formats, and markets, the goal was to build a smarter production workflow that improved speed, consistency, and output efficiency without compromising creative quality. As Global Creative Director, I led the development of an AI-enabled creative workflow using multiple tools across ideation, copy, design, video, localisation, and production support. The focus was not to replace creativity, but to remove bottlenecks, streamline execution, and allow the team to spend more time on high-value thinking and craft.
We introduced a connected AI workflow using multiple tools across ideation, copy, design, video, localisation, and production. Each tool had a clear role, helping work move faster while maintaining creative control through human direction and review.
AI was used to accelerate concepts, generate creative routes, support copy variations, create visual references, assist motion workflows, and scale assets across sizes, languages, and channels. This reduced manual workload, improved turnaround times, and maintained brand quality.
The result was a more agile creative function delivering higher volume, faster responses, and smarter iteration across Hantec Markets and Hantec Trader.
• Led the design and rollout of an AI-enabled creative workflow across the team
• Identified opportunities for automation across creative production processes
• Integrated multiple AI tools across ideation, copy, design, and video workflows
• Established quality control standards to protect brand and creative output
• Improved speed of delivery across campaigns, adaptations, and localisation
• Enabled faster testing and iteration of creative concepts
• Trained and guided teams on effective AI usage within creative processes
• Balanced automation with human creative judgement and approvals
Random Stat: Reduced production time from 2 weeks to 2 days through AI-powered workflow automation.
