MIKAMUTZKI

Case Study · CUPRA · 2024

Curated Generative AI Imagery

A curated AI image concept exploring CUPRA's visual language.

CUPRA case study hero — moody automotive scene with neon accents
Role
Design & AI image curation
Context
Brand exploration — curated imagery, not a live in-app generator.
Scope
Visual direction · Prompt design · Curation
Year
2024

A focused exploration of how generative AI imagery can extend a performance brand's visual world while staying recognisably on-brand.

Challenge

Translate CUPRA's emotional, high-contrast visual language into AI-generated imagery that feels considered rather than novelty-driven.

Approach

  1. 01Defined a tight visual brief grounded in CUPRA's existing brand cues.
  2. 02Built a prompt vocabulary around lighting, surface and atmosphere.
  3. 03Iterated in curated rounds, treating the AI as a collaborator under art direction.

Outcomes

  • — A coherent set of curated images expressing the brand's tone.
  • — A reusable working method for AI-assisted brand imagery.

Selected frames

CUPRA hero composition
Hero composition
CUPRA secondary frame
Secondary frame

Reflections

The value of generative tools lies in the editing eye. The model proposes; direction decides.

Work with Mika