HERA SERUM AI STORY
Assuming the role of designing Hera’s new serum, we aimed to create product designs and mood videos using AI, ultimately producing digital content inspired by the product development story.
By leveraging generative AI tools, we sought to discover creative and unexpected design assets, while developing mood videos that visually reinforce the design narrative and convey a cohesive design history.
This project was chosen as an opportunity to explore the wide-ranging potential of AI in the creative design process.
Can AI Really Design Products?
AI-designed shoes and magazine covers have begun to emerge, making it seem as though AI could soon take the place of human designers.
The AI-generated images, created through extensive data learning, carried strong concepts — abstract yet refreshingly new — producing in seconds what a designer might spend hours or even days to complete.
In product design, it’s essential to evolve while preserving the brand’s unique design assets. We began this project with the question:
Can AI truly understand these assets through prompts and contribute genuine creativity? We were curious to see how AI would interpret and express this challenge.
However, describing design purely through words was no easy task.
The more descriptive the prompts became, the more visually ornate the results were — yet paradoxically, the less practical and referential the design elements appeared.
Recognizing this, we shifted our approach: instead of expecting AI to invent entirely new forms, we used it to quickly and intuitively visualize the ideas we had already conceived.
Deriving new designs through AI’s unexpected outcomes proved challenging, so I shifted focus toward realizing the design I had envisioned.
I imagined a simple black rectangular container accented with gold details and a transparent body that highlights the gold bead formulation, and generated the design using AI.
Then, using Photoshop’s Generative Fill feature, I iteratively refined and transformed the generated images into the desired design.
Compared to creating product designs with 3D material rendering, this process allowed me to produce designs more easily and explore a wider range of creative possibilities.
Since a single image generated by Midjourney did not achieve the intended design, I further developed the concept by enhancing and partially adjusting the image through Photoshop’s AI capabilities, ultimately completing a conceptual product visualization.
Let’s Create What AI Does Best: Images and Videos
Observing AI’s strengths, it became clear that it excels at creating compelling images and videos.
With AI, I was able to effortlessly generate a wide range of visuals, effectively conveying design stories that are difficult to express through product design alone, while also enhancing the overall appeal of the product itself.
In particular, Runway, a program that brings concepts to life through motion, helped amplify the storytelling by adding dynamic movement.
Using Runway, I generated short videos through text prompts and added subtle motion to static images, then compiled these into a cohesive mood film.
By slightly refining the prompts each time, I was able to create new variations and progressively align the visuals with the intended direction.
To capture Hera’s contemporary, modern, and luxurious mood, the final mood video visualizes gold bead-shaped serum particles gathering and condensing—naturally flowing into a sleek black container to complete the narrative.
- Amorepacific Creatives
- Visual Directing
- 유인정
