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AI Art Direction lives in the friction between human intuition and machine intelligence. I help you move beyond the generic ‘AI look’ through intentional, experimental workflows that prioritize vision over automation. In an era of noise, craft matters.



The world is saturated with mediocre prompt-engineering and shallow content. But for those at the top of the creative industry, the goal isn't to generate more—it’s to direct better.

True mastery in the age of Gen AI isn't found in a cheat sheet; it’s found in the discipline of AI Art Direction. It’s about applying the rigors of visual culture, design history, and aesthetic sensibility to a new, wild medium.

I teach the principles that remain constant, regardless of the tool:
-> Craft: Precision and intent in every output.
-> Play: Using the machine as a collaborative partner and embracing serendipity.
-> Experimentation: Breaking the algorithms to find a unique visual signature.
-> Exploration: Mapping the new creative possibilities and workflows



What?


-> AI Art Direction
-> Image, video & text generation workflows
-> Design-centered exercises & experiments
-> Creative exploration as practise

How?


-> Hands On. No fluff. No noise.  
-> Half-day modules designed for professionals 
-> English or Deutsch

For?


-> designers
-> creative professionals
-> photographers
-> illustrators

I work best with people who bring their own curiosity. Real learning requires real intent.

Investment?


-> The Boutique Intensive
Ideal for small creative units and lead teams.
Up to 5 participants. Fixed Fee: CHF 3’500.– Focusing on high-impact experimentation and core AI Art Direction principles.

-> The Agency Scale 
Designed for departments and mid-sized creative teams.
Up to 12 participants. Fixed Fee: CHF 6’500.–
Aligning your team’s visual language and establishing professional, tool-agnostic workflows.

-> Enterprise & Custom
For large organizations, multi-day workshops, or bespoke strategic consulting.
Price upon request.
Tailored integration of Gen AI into your specific production pipeline and brand ecosystem.

Conditions: All prices exclude VAT and travel expenses. Sessions are usually half-day high-intensity modules.

Reduced fees available upon request for educational institutions and organizations.

Why Grit?


-> Leading Creative Gen AI Educator in Switzerland  
-> Creative Professional & AI Professional 
-> Real AI work on a daily basis
-> Teaching AI Art Direction since 2022 (universities, creative agencies, design studios, conferences, private trainings)  
-> AI Scout of the Digital Counsil, Zurich University of the Arts (ZHdK)
-> MA Design, Trends & Identity, Zurich University of the Arts (ZHdK), 2021/22
    Thesis “Augmented Creativity – AI in the Creative Economies”
-> Member of the Art Directors Club Switzerland & the ADC Europe
-> Art Director & Designer 2002-present
-> Diploma, Communication Design & Art Direction, 2002

References


-> In the last 3 years I trained people from A to Z …


ADC AdSchool, ammarkt St. Gallen, andfrank Frauenfeld

Bayer Schweiz, Beyer Chronometrie, BOLD Bern, Brave Agency Zürich, Bykarb Zurich/München

Canon (Schweiz) AG, Chocolats Camille Bloch SA, CKW Centralschweizerische Kraftwerke, Coop, CSS, 

Doetsch Grether, Dr. Bähler Dropa, DHBW Duale Hochschule Baden-Würtemberg, Ravensburg

Eidgenössischen Finanzdepartement (Mediamatiker), Emil Frey, Energie 360° AG, erdmannpeisker Biel

F+F Schule für Gestaltung, Fachhochschule Ostschweiz, Foundry Berlin/Zurich

GBSSG Schule für Gestaltung St. Gallen, Goba Appenzell

Hilding Anders Switzerland AG, Heyday Bern, HKB Hochschule der Künste Bern, HSLU Hochschule Luzern, Hug, HWZ Hochschule für Wirtschaft Zürich

Isler Tomasi Zürich 

Kantonsschule Wetzikon, Klüber Lubrication, Kreis Vier Kommunikation

Leap of Faith

maestrani Schweizer Schokoladen AG, Mazda (Suisse), Melitta, Migros Fachmarkt, Motorex, Mövenpick Holding AG, MRP Zürich, Museum für Gestaltung Zürich

Peter Schmidt Group, Pfeffermint, Publicare

Riposa

Sanitas Troesch AG, Salz& Water Zurich, SAWI Academy for Marketing and Communication AG, Schweizer Milchproduzenten SMP Genossenschaft, SBB, Securitas, Senler Media, Stadt Zürich, Studio Thom Pfister, Suva, SWA Verband Schweizer Werbeauftraggeber, Swisscom

TBWA Zurich, TWINT

Unicef Schweiz & Liechtenstein, Universität Basel, Universität Zürich, University of Music and Performing Arts Munich (HMTM) & Hochschule München University of Applied Sciences (HM) 

Verband der Schweizerischen Gasindustrie, Victorinox, VZ VermögensZentrum, 

ZHdK Zürcher Hochschule der Künste, Zürcher Kantonalbank, Züricher PR Verband, Zürich Versicherungs-Gesellschaft



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