Art direction
Julie Rask
Julie works with mood, movement and storytelling. AI gives her a new language to shape images and turn fragments into one coherent expression.
What sparked your first exploration of AI in 2023, and what attracted you to its creative potential?
I was curious about what happens when you collaborate with a technology you do not fully understand yet. I felt limited by my technical skills even though I had many visual ideas.
AI opened a world of possibilities. The creative potential attracted me because it felt like a new language for shaping images.
Can you describe your collaboration with poet Elio Escoffery?
I reached out to Elio because I was fascinated by his poetry. He sent me a poem, and I created a visual universe based on my emotional reading of it.
I built layers of visual assets, textures and motion until everything came together as one narrative.
How do you experience the difference between thinking an image and shaping it through AI?
When I think of an image it is often a mood or a color. AI forces me to be precise in language so the idea can become visual.
At the same time, AI can surprise me and show versions of ideas I did not know I had.
How do you develop a visual universe when you start from a loose idea and move toward a finished concept?
I start with a feeling, a vibe or a palette and quickly test many directions in AI.
When I find a core, I build the universe through iterations. AI acts as sketchbook, moodboard and prototype at once.
What does AI give you in your creative space, and how does it change your sense of what is possible?
AI gives me freedom in tempo and form. I am no longer limited by my technical skills.
It makes the process more playful and opens up ideas I would not have dared to realize before.
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