AI - Enhanced Concept Development for Total Wine & More

The Challenge

As Total Wine & More expanded its digital content strategy, the creative team needed a scalable way to produce high-quality, visually engaging imagery for promotional experiences, product storytelling, and seasonal campaigns. The challenge was to explore how AI-generated visuals could support marketing goals while maintaining brand standards, creative excellence, and production efficiency.

The Approach

Working closely with cross-functional partners across Creative, Digital, Merchandising, and Marketing teams, I helped pioneer the use of AI-generated imagery for customer-facing experiences. Using Midjourney, I developed custom prompts and art direction frameworks to create premium lifestyle visuals for Expert Picks landing pages, Cocktailing Guide content, and other digital marketing initiatives.

The process involved collaborating with stakeholders to align on creative direction, iterating on generated concepts, refining imagery for production use, and integrating final assets into existing campaign workflows. By combining AI tools with traditional design expertise, we were able to create unique visual experiences while maintaining consistency with the Total Wine & More brand.

The Outcome

The initiative demonstrated how AI technology could be successfully integrated into the creative process to enhance content development and accelerate production. The work helped establish new workflows for AI-assisted design, expanded creative possibilities for digital storytelling, and delivered visually compelling experiences that supported customer engagement and product discovery.

The Results

• Produced AI-generated visual assets for multiple customer-facing digital experiences.

• Helped establish creative workflows and best practices for AI-assisted content creation.

• Increased speed and flexibility in developing campaign imagery and editorial content.

• Expanded visual storytelling capabilities for Expert Picks and Cocktailing Guide experiences.

• Delivered work that received positive feedback from leadership, including recognition from stakeholders for exceeding creative expectations.

Collaboration

Creative Team – Developed visual concepts, prompt strategies, image refinement, and final production-ready assets.

Digital Experience Team – Partnered on content requirements, user experience considerations, and implementation across web properties.

Merchandising & Marketing Teams – Collaborated on campaign goals, featured products, seasonal priorities, and storytelling opportunities.

Creative Leadership – Worked closely with design leadership to evaluate AI-generated content, establish quality standards, and identify opportunities for broader adoption across future initiatives.

A director described the final AI imagery work as "exactly what we were looking for," validating both the creative approach and the effectiveness of integrating emerging technology into the design process.