AI prompts rarely work perfectly on the first attempt, especially with little context provided. However, after a few tries, AI tools often get on the right track, even if they almost never achieve perfect results. In this article, I’ll show you how to use ChatGPT and Midjourney effectively with good prompting for your campaign.
Many tools have developed options that allow you to edit specific parts of the result. Think of ChatGPT. This tool gives you the ability to modify specific pieces of the delivered text by describing the exact sentences or paragraphs you want to tackle. Another example is visual AI tools like Adobe Firefly, Photoshop, or Midjourney. With these, you can select and modify only certain parts of the image, giving users more options to choose a base image and develop elements or objects as desired.
Texts generated by ChatGPT are usually easy to recognize unless they are edited by a human afterward. Visual AI tools also struggle with processing text, specific elements like logos, and real celebrities. Therefore, an AI-generated image is almost never ready for direct use. Often, certain parts need to be adjusted, or additional elements added in Photoshop.
Using ChatGPT for Visual AI Tool Prompts
To demonstrate the possibilities of different AI tools for creating effective campaigns, I used ChatGPT to generate the campaign slogan and prompts for the visual AI tools. ChatGPT can create coherent and persuasive texts, ideal for crafting campaign messages. It can adapt to different styles and tones, whether formal, informal, witty, or authoritative, allowing you to tailor your campaign effectively to diverse audiences and platforms. Additionally, you can generate various versions and quickly refine the campaign content. ChatGPT can also help brainstorm creative ideas and slogans by offering suggestions that stimulate innovative thinking and create engaging concepts.
I used Midjourney to create the main visual for the campaign. This AI tool stands out from others due to its high-quality, realistic images and creative flexibility. Although Midjourney’s interface is less user-friendly than other AI tools like Adobe Firefly or Stable Diffusion, the effort is worthwhile when creating prompts. In terms of quality, Midjourney delivers highly detailed and photorealistic images that are hardly comparable to other currently available tools.
Besides the Vary (Region) option of Midjourney, I used Photoshop’s Generative Fill to refine images and generate specific parts of the visual. While Vary (Region) often delivers more realistic results, it sometimes struggles to clearly understand the assignment and offers less diversity in the final results. Here, Generative Fill proved useful, providing results that better matched the desired outcome.
ChatGPT: Creating the Slogan and Content
First, I asked ChatGPT to generate a campaign slogan. For example, we used the scenario of the Netherlands participating in the European Championship (EC) football. The initial prompt was: “Create a catchy slogan for the Netherlands’ campaign in the EC.”
The first output was the slogan “Orange Fury: Conquer the Cup!” This delivered a strong, memorable tagline that summarized the spirit and ambition of the Dutch team.
Midjourney: Developing the Key Visual
Next, we used Midjourney to develop a visual main image for the campaign. The prompt was: “Create a key visual where the Dutch football team is celebrating in a vibrant and energetic style, with the colors of the Dutch flag.”
Midjourney produced a vibrant, stylized image of the celebrating team with swirling colors and abstract elements. Although visually striking, it initially lacked clarity in depicting specific players and elements needed for the campaign. However, it served as a strong base image.
We then refined the briefing by adding more “orange swirling energy” to the prompt and importing a photo of the Dutch team as a reference. Again, it created a visually striking image, but it still lacked clarity in depicting specific players and elements needed for the campaign.
Humanizing the AI Outputs
To refine these outputs and enhance their impact, human touches were crucial. Here’s how we improved each component:
Initially, we asked ChatGPT for alternatives to the slogan ‘Orange Fury: Conquer the Cup!’. It quickly generated several slogans in a similar style:
“Orange Glory: Unite and Conquer!”
“Dutch Pride, European Power!”
“Roar of Orange: Victory Awaits Us!”
“From Orange Fields to European Dreams!”
…and so on…
However, we found these options lacked diversity and depth in the message. Therefore, we experimented with different prompts to achieve a more satisfying result. While ChatGPT provided fine results, the final slogan, “Orange is the New Champion!” came from our joint brainstorming and not directly from the AI’s suggestion.
The visual generated by Midjourney initially seemed too close-up for use in various formats. To fix this, we used the Zoom Out tool to create more space around the object. Additionally, we added Dutch flags using the Vary (Region) option. Despite these adjustments, it remained a challenge for Midjourney to accurately depict the faces of real players and the logo of the Dutch team on their shirts.
Using Photoshop, we further refined the main images from Midjourney. We used the Generative Fill tool to clean up the players’ busy shirts and adjusted some background players. Additionally, we manually added the official Dutch team logo to the shirts, as the AI tools alone could not accurately depict these specific elements.
Combining AI Output with Human Input
The final step was integrating the refined textual and visual elements into a cohesive campaign. Although Midjourney is getting better at implementing text into its visuals, the result is still not 100% correct, and fonts usually do not look professional and consistent. By combining the AI-generated and human components, we created a versatile campaign that was both creative and polished.
Getting Started with This Plan Yourself
Want to create a successful campaign using AI tools yourself?
- Ensure you have a clear briefing for the campaign you’re starting with.
- Input the briefing into ChatGPT and make sure to include important keywords in the prompt (knowledge that is background information for you is usually entirely new for ChatGPT. Think of tone of voice, brand identity, target audience, channels).
- Carefully review the result given by ChatGPT. Be critical and ask for alternatives for parts that do not seem right.
- Modify the text yourself if necessary to achieve the best possible result and text.
- Ask ChatGPT to come up with a prompt for a key visual. Again, be critical and adjust the prompt where needed.
- Input the prompt for a key visual into Midjourney. Ensure you use prompts for a specific ratio or style if needed.
- Repeat the process and adjust the prompts to your liking. Use options like Vary or Vary (Region) to steer the tool in the right direction. Use characters or style references if necessary.
- When satisfied with the final result, download the image and place it in Photoshop (the online version of Adobe Generative Fill also works).
- Adjust small details by making a selection and writing a prompt for the desired change. Repeat this with all details that need to be adjusted.
- Review everything and make sure to apply your professional skills to make the campaign successful.
AI Tools as a Great Starting Point
Using AI tools in creating a campaign for the Netherlands’ participation in the European Championship football shows how important it is to use AI as a tool rather than fully relying on AI to finalize end products. While AI tools offer a great starting point and can significantly streamline the creative process, human refinement is needed to achieve the perfect result.
The synergy between artificial intelligence and human creativity makes it possible to develop impactful and dynamic campaigns that resonate with the audience and enhance the excitement of events like the European Championship.
I encourage you to explore these AI tools and experiment with them yourself. They might also be useful in your creative projects.
