Rocket Fuel
2024
Client
Rocket FuelÂ
What I Did
Design, Copywriting, Video Editing
I wanted to understand what AI could actually do in a creative workflow, so I gave myself a constraint: build an entire brand from scratch using only AI tools. Completed as part of the Curious Refuge AI Advertising course, Rocket Fuel is a fictional space-themed coffee brand built from concept to commercial entirely through generative AI.
ART DIRECTION
BRAND IDENTITY
GENERATIVE AI
CAMPAIGN STRATEGY
COPYWRITING
VIDEO EDITING
PACKAGING DESIGN
Tools and Workflow
I used ChatGPT to build out the brand positioning and brief, then Midjourney for logo, packaging, and campaign imagery. Runway handled image-to-video for the commercial, and ElevenLabs did the voiceover.
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The hardest part wasn't generating the assets, it was knowing which ones were worth keeping. That edit is still very much a human job.
