Key Takeaway
Using AI effectively for commercial production is less about generating an impressive image and more about building a reliable, coordinated workflow.
### 1. Context
TOHVA is a premium natural stone jewellery sub-brand of Planet Jewel. The imagery needed to communicate the product clearly while maintaining a consistent visual identity across the collection.
While the existence of the brand and its catalogue are publicly visible, my involvement was strictly behind the scenes, working to coordinate how that visual content was produced.
### 2. The Challenge
The project required creating polished, platform-ready product visuals within the practical production constraints of the project.
For me, the challenge wasn't just generating an image. It was figuring out how to make the process reliable and consistent across the required assets.
### 3. My Role
I joined the project as a Project Coordinator.
My role was not to operate as the sole creative or the brand owner. Instead, my responsibility was to connect the different parts of the production process and keep the final output aligned with the project's requirements. This involved managing the AI-powered product photography process, providing creative direction, and coordinating with designers and copywriters to finalize the assets.
### 4. The AI-Assisted Creative Approach
One of the central components of the project was using AI to assist in creating the product photography.
The objective was to produce visuals that presented the jewellery in a polished, commercially usable way. To do this, we used an AI image-generation tool to generate base visuals that could then be refined.
This gave me practical experience using AI as a strict production tool with commercial parameters, rather than treating it simply as a creative toy or novelty.
### 5. Production Workflow
Moving AI from an experiment into a practical commercial workflow required structure. The process we used followed a specific sequence:
Experiment → Evaluate → Refine → Standardize → Deliver
The way I came to think about the process for generating the actual visual assets was:
Product Reference → AI Generation → Creative Review → Refinement → Final Visual
This structure gave us a way to review the generated visuals against the project's requirements before final delivery.
### 6. Coordination
AI-generated product imagery can easily become inconsistent across a collection. Because of this, a significant part of the project involved coordination.
I had to ensure alignment across multiple contributors: Designers → Copywriters → Creative Production → Client Requirements
My focus was on communicating requirements, coordinating timelines, and ensuring the visual direction remained consistent. We had to constantly check the outputs against specific parameters: product appearance, composition, presentation, and platform suitability.
### 7. Deliverables
The work resulted in: - AI-assisted product visuals for natural stone jewellery. - Product imagery prepared specifically for digital and e-commerce platform use. - A consistent visual approach across the required product assets.
### 8. Outcome
**What was delivered:** Polished, platform-ready visual and content assets for TOHVA's digital and e-commerce presence.
**Qualitative project outcome:** The workflow resulted in the required assets being prepared for digital and e-commerce use.
### 9. What I Learned
TOHVA helped me understand the difference between using AI and building an AI-assisted workflow.
Generating one good image is relatively easy. Creating a consistent collection requires a strict operational chain: Requirements → Process → Direction → Generation → Review → Refinement → Delivery.
The project strengthened my understanding of AI as a practical business and production tool. It also showed me how critical coordination becomes when creative work involves multiple people, strict brand requirements, and commercial deliverables.
### 10. Bigger Picture
TOHVA represents an important step in the evolution of my work.
At Planet Jewel, I had worked extensively with traditional content production (Photography → Video → Editing → Campaigns). TOHVA introduced another layer: AI → Creative Production → Coordination → Commercial Output.
This project reinforced my interest in how AI can change the way businesses produce content and operate their creative workflows, and it reinforced my interest in understanding the systems behind business and creative work.