Most AI campaigns go wrong before the first prompt is even written. Not because the AI isn't capable — because the brief was never written. Or it was written in a WhatsApp message. Or both parties had a different understanding of what "editorial" meant.
After generating over seventy campaigns across Pakistan's fashion industry, we've seen every version of this. The brand that provided low-resolution references. The project that went over time because nobody agreed on a generation list. The campaign that came back looking nothing like what the client imagined — because the client's imagination was never explicitly defined.
This checklist exists to prevent that. It's the same one we work through with every client before we generate a single image.
"A brief is not a formality. It's the single most important thing you can do to protect the quality of your campaign."
1. Define the Objective Before Anything Else
Before garments, before models, before location — what are these images for? The answer to that question changes every decision that follows.
- E-commerce product shots (conversion-focused, neutral backgrounds, maximum garment clarity)
- Campaign imagery (brand-building, emotional, narrative-led)
- Lookbook / editorial (seasonal, aspirational, context-rich)
- Social media content (fast-moving, varied, platform-specific)
- Press / PR (high-resolution, feature-quality, brand voice)
These are not the same project. An AI workflow optimised for e-commerce clarity will deliver something completely different from one optimising for campaign storytelling. Be explicit about what you need.
2. Prepare a Full Reference List with Priority
Every item that needs to be generated must be listed, with a clear priority hierarchy. Provide the highest resolution images possible of your physical garments. When configuring the AI, you want us working on your most important pieces first.
- Provide clear flat-lays or mannequin shots of every garment
- Include close-up reference shots of important details (embroidery, buttons, fabric texture)
- Bring alternate colourway references where relevant
- Label or organise reference images logically
- Mark which generations are essential vs. bonus if budget allows
3. Decide on a Visual Reference / Mood Board
Show, don't tell. "Luxurious but approachable" means something different to every person in the room. A curated mood board of 10–15 reference images is unambiguous.
Your references should cover: lighting style (hard, soft, natural, studio), colour temperature (warm, cool, neutral), background treatment (clean, textured, location), model energy and posing direction, and overall tonal mood (graphic, soft, editorial, commercial).
If you're creating references from other brands — be honest about what you're trying to replicate, and what elements are aspirational vs. achievable within your brief and budget.
4. Agree on a Generation List Before We Start
A generation list is not just a list of looks. It's a production plan. For each look, you need:
- Which garments are included
- Number of hero assets required (full-body, three-quarter, close-up)
- Whether the asset is on an AI model or ghost mannequin style
- Any specific composition requirements (for website hero images, aspect ratios matter)
- The demographic and styling profile of the AI model
An AI project without a generation list is a creative exercise. A project with one is a production. You're paying for the latter.
5. AI Model Casting and Styling Direction
If you're using an AI model — what is their persona? AI gives us infinite flexibility, but we need direction. A highly structured prompt manages the model generation. A clear brief manages the styling.
Agree in advance on the target demographic: age, ethnicity, attitude, and the environmental context. Setting these parameters early ensures the AI output aligns perfectly with your brand identity.
6. Post-Production Expectations in Writing
Retouching is where most disputes happen. The gap between "natural retouching" and "heavy retouching" is enormous. Define it precisely:
- Colour grading style (and reference examples)
- Skin retouching level (none / clean / heavy)
- Background treatment (natural / pure white / cleaned)
- Number of final images expected
- File formats and sizes required
- Turnaround timeline for delivery
- Number of revisions included
7. Budget and Usage Rights — Confirmed Before We Start
Who owns the final images? For how long? For which platforms? If you're running paid advertising, you need commercial usage rights — and those should be confirmed in writing before the first image is generated. This is not a conversation to have after delivery.
"The brief is a contract. The better it is, the better the final campaign."
The Short Version
A campaign succeeds or fails in the preparation. The most powerful AI in the world will not compensate for a brief that was never written. Take the time to do this properly — and if you're working with us, we'll walk you through every step of it before we even discuss a timeline.