By Thivyan Kowridas, Senior Executive at KiteStudio™
At Kite Studio, part of The Kite Factory, speed and creativity aren’t opposing forces, they’re a daily balancing act. With tight budgets and tighter timelines, we’ve always prided ourselves on producing social assets that punch well above their weight. But the creative process has historically had one major bottleneck: time.
We’re an idea-rich team. But turning those ideas into polished, on-brand assets used to be limited by production hours. That’s changed. The integration of AI into our workflow – tools like ChatGPT and Photoshop’s generative fill – has unlocked a new kind of creative agility.
Take Oxfam’s recent “Stay in the Fight” legacy campaign. After reviewing the brief, we immediately thought of the iconic WWII “We Can Do It” posters, a symbol of resilience and action that perfectly mirrored the campaign’s tone. Previously, recreating that visual with a custom look and feel would’ve taken hours of design work. This time, it took three prompts in ChatGPT.
We generated a striking poster-style visual that respected the original while aligning with Oxfam’s branding and tone. From there, Photoshop’s generative fill helped expand and refine the image to spec. A few manual tweaks, copy insertion, colour grading, and brand-specific adjustments, and the ad was ready to go. Start to finish? Under an hour.
But this isn’t just about moving faster. It’s about moving smarter. AI doesn’t replace creative thinking, it amplifies it. By removing the friction in production, it gives us more time to focus on the big stuff: storytelling, strategic intent, and impact.
This approach also allows us to be far more responsive. When creative teams can iterate, test, and launch quickly, campaigns become more reactive and cost-effective. We can optimise in real time. We can pivot based on performance. And we can ensure our clients get not only beautiful assets, but results.
AI is already a daily part of our toolkit at Kite Studio. And the Oxfam campaign is a perfect case study in what this shift enables: ambitious ideas executed at speed, without compromise.
The future of creativity isn’t about man vs. Machine it’s about man plus machine. Used well, AI doesn’t water down creativity. It clears the path for it.
And that’s where we’re going next.