Art direction
Claibe
Sally Trier
Sally Trier is an art director and AI artist. She began her career at &Co., where she helped create one of Denmark's first AI campaigns, and today works independently and as part of Runway's international talent network. AI helps her test ideas early, refine language and create shared understanding with clients.
How do you start a project and find the right creative direction?
I spend time understanding the task, the context and the brand's existing expression. The early work shapes the rest of the process.
From there I develop three overarching directions that the client can choose from before we expand the final idea.
How does generative AI fit into your process?
Sometimes I use AI as a creative space to explore styles and moods. Other times I use it for prototypes and quick sketches.
I also use it to show moods to clients so the conversation becomes concrete. It helps sell the idea and creates a shared reference.
AI also works as a lookup and language tool when I need nuance or precise wording.
Why do language, aesthetics and "cores" matter so much in your work?
The more precisely I can express myself, the more control I have over the visual outcome. It makes a real difference.
A core is an aesthetic anchor of mood, light and feeling. It keeps the project coherent and makes decisions easier.
What makes Claibe strong for you compared to other tools?
Precision is the big difference. I can change small details without the rest of the image falling apart.
It makes the process more fluid, and the tool is intuitive so I can focus on the creative work.
What projects do you dream of making with AI?
I love working with things that normally would not be possible, when scale and materials move beyond the realistic.
I want to mix real footage with AI so the two worlds blend together.
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