ROYAL AIR FORCE

Royal Air Force’s Mission Sport campaign, I helped bring together two important parts of RAF life, the roles people serve in and the strong culture of sport across the organisation. Using imagery from a previous photoshoot, and with the full permission of those featured, I used generative AI to accurately place real RAF personnel into new scenarios. Each image showed them both in their day to day RAF role and as part of the RAF football team, creating a powerful connection between service, teamwork and sporting ambition. Generative AI allowed us to produce a high quality campaign quickly, without the need for an additional shoot, which was not possible within the timeframe. Alongside developing the creative, I guided the client through the ethical and responsible use of AI, ensuring the individuals were represented accurately, respectfully and transparently.