Objective

James Donald approached W'A.I with a request from his client in the autonomous vehicles sector. They wanted to capitalise on the holiday season with a graphic depicting Santa using one of their vehicles.

The brief was narrow and specific. The client's actual vehicle, not a generic stand-in, had to be integrated into a festive, engaging scene that captured both the magic of Christmas and the vehicle's innovative use. That meant a blend of creativity and technical skill: the final image had to read as appealing and on-brand, with the product recognisable rather than dissolved into the illustration.

The window was a weekend in December 2023. Seasonal work does not wait for a longer schedule.

Creative response

Sole creative and production. W'A.I took the brief from concept through to a finished, platform-ready asset: no separate illustration, retouching or studio stage.

The method was a deliberate split between generation and control. Generative tools carried the parts of the image that could be invented, the world around the vehicle. Everything that had to stay faithful to the client's actual product was handled manually, so the machine never got a vote on how the vehicle looked.

• ChatGPT. Initial creative concepts and scene descriptions, the prompt and staging work before any pixel was generated.
• Dall-E and Firefly. Generation of scene elements such as elves and a festive background, matched to the vehicle's dimensions and style so the composite would sit correctly.
• Photoshop. Integration of the real vehicle into the AI-generated scene, adjustment of Santa's scale, and correction of visual coherence across the composite.

A single custom social graphic: a vibrant image of Santa loading a sleek, modern autonomous vehicle with gifts, tailored for use across social platforms.

Results

DEC 2023, brief received and asset delivered inside the same month

ONE WEEKEND, total duration from concept to finished graphic

The published case study reports that the client was “overjoyed” with the portrayal, highlighting the vehicle's utility and futuristic appeal, and that the graphic “generated considerable attention on social media, enhancing brand visibility and engagement during the crucial holiday season.”

Both of those are quoted here as the claims W'A.I published at the time. They are not presented as measured results.

“Considerable attention” is the published wording and carries no baseline, no platform breakdown and no date range behind it. None of that should be claimed without a fresh source.

The work