Camera, AI or both.
AI AND HYBRID PRODUCTION FOR ADVERTISING · HAMBURG
I have been working with AI for more than four years – and with the camera for more than twenty. So my first question is never “Which tool?” but “What does the image need?”
WHAT MAKES SENSE
First the briefing, then the tool
Every project starts with the briefing, not with the technology. Some images need real light, real food, real people. Others can be done faster, cheaper or only at all with AI. Most sit somewhere in between. Because I do both, I can tell you honestly what is worth it – and what isn’t. That is exactly what clients value: an assessment of the whole project before the first euro is spent. My toolkit: camera and light, plus Midjourney for looks and layouts, Magnific for upscaling to print resolution and Photoshop with generative AI for compositing.
THREE WAYS
Photography, hybrid or fully AI
PHOTOGRAPHY
When authenticity counts: food you want to smell, people you believe, products that have to look the way they do on the shelf.
HYBRID
When both are right: a photographed scene with AI-built products, variants or backgrounds – seamlessly integrated, one light, one look. Or the other way round: AI world, real product.
FULLY AI
When the briefing calls for it: images that could not be photographed, large series, fast adaptations for many channels. We decide together which way is right. And when a project grows, I bring in partners I have worked with for years.
WHY A PHOTOGRAPHER
I can see when an image lies
AI can generate almost anything today. What it cannot do: judge whether the light is right, whether the perspective suits the product, whether a surface looks real or just smooth. That is twenty years of photography – and exactly the difference from a prompt. I bring everything an image needs: light, perspective, product knowledge, standards. AI adds a tool, not a different profession.
AND BEYOND
As co-founder of the HAICA – Hamburg AI Creators Award I stay close to what is happening in the scene. In 2026 the award enters its second round.
FAQ
Frequently asked questions
An image made of photography and AI – for example a photographed scene into which the product is built with AI. The goal: you cannot see the difference.
That depends on the subject, the usage and the budget. I look at the briefing and tell you what makes sense – even if the answer is “photograph it”.
The projects are confidential. In a conversation I am happy to show what is possible.
Usage and rights are agreed up front, just like for any shoot. Where labelling is required, I advise on it.
Concept, photography and AI production come from me. For large series or motion I bring in partners.
INQUIRY
Tell me what you have in mind.
Then I will tell you: camera, AI or both.
Quote within 24 hours.
