Independence Pet Group (IPG) approached Superside with the brief to develop illustrated merch for internal swag kits. The catch? They had no existing illustration style, and very few hours to get this done. Luckily, we had the perfect solution - AI.

We had to generate images of cats and dogs, so we began by exploring a wide range of illustration styles. Once we had found references of styles we like, we included these reference images in our Midjourney prompts to help steer Midjourney in the exact directions we wanted. This way, we were able to easily generate multiple styles quickly and see what was working and what wasn’t.

• 3D anthropomorphic character
• Children's book illustration
• 'Secret life of pets' illustration style
• Aardman studio style
• Chibi and kawaii
• Hand drawn illustration

Using this method, were able to generate over 700 images in record time.

After coming up with 10 unique styles, we refined our selection to 2 for the customer's consideration. They liked both! After generating more images in the chosen styles, the next step was post-production. This step was crucial as we needed to clean up any imperfections and align the colors with the brand’s palette.

Creative Lead: Camilo Marin
AI Creative Lead: Bianca Pieterse
Team Lead: Phillip Maggs
Creative Project Management: Laura Otalora
Customer Success Management: Lise-Jo Snyman

Please visit: independencepetgroup.com