How we use AI as a tool to accelerate our workflow at HSS?

For our latest branding project, we worked hand in hand with AI. Instead of using it to just generate random images, we integrated it right into the core of our creative pipeline.

Here is a very concrete example of how we built this visual:

Step 1: AI Prototyping We start by quickly generating a series of mockups. This allows us to validate the bottle silhouette, proportions, and industrial design direction before diving into technical production.

Step 2: Modeling and Lookdev We switch to Blender to bring back true geometric rigor. 1:1 scale modeling, PBR shader setup, and studio lighting. We output a physically accurate base render, which is essential to establish the premium positioning of the product.

Step 3: Img2Img and Organic Integration We take this raw 3D render and feed it back into the AI alongside a highly targeted moodboard (gel texture references, overall aesthetic). The AI then organically drapes our model. We get a rich visual while maintaining strict control over brand consistency.

Step 4: Compositing and Typography Since AI is never pixel-perfect, we take back the control. We clean up the artifacts by compositing our 3D passes, and then we completely rebuild the visual hierarchy and label typography. Finally, rigorous color grading ties everything together.

The full case study for the project is available here: https://www.hsstudio.fr/noma