Catiki

It all started with an idea that combined two of my passions: creative experimentation and Tiki art. I’ve always believed that you don’t wait for the right opportunity—you create it. That’s how Catiki Originals was born. I wanted to build a fun, playful creative platform where I could test the latest AI tools and see just how far I could push the boundaries of content creation. And what better theme than the whimsical, escapist vibe of Tiki culture?

The process began with a simple foundation—a website and a handful of T-shirt designs to give the brand some life. At first, I leaned on my own design skills. But as I dug deeper into the growing universe of AI tools, I started experimenting with how these technologies could enhance and sometimes completely reinvent the creative process. The result? Eye-catching patterns and unique designs born from a fusion of my vision and AI’s computational artistry.

There’s no shortage of voices in the creative and marketing space talking about how AI is going to change everything. But what’s often missing from those conversations is the how. Big predictions are easy to make, but showing real-world applications—examples that ground those ideas—is where the real impact happens.

That’s why I’ve been committed to not just discussing the potential of AI, but actively using it, experimenting with it, and sharing the outcomes. I’m not claiming to be the world’s foremost expert, but as a creative director and marketing executive who’s spent years at the intersection of brand strategy and innovation, I feel like I’m in a position to speak to the reality of applied AI in this space. It’s one thing to theorize about possibilities and quite another to roll up your sleeves, test what’s out there, and show what’s working (and sometimes, what’s not).

With Catiki Originals, I’ve created a living example—a project born out of equal parts curiosity, creativity, and technological experimentation. From AI-driven design patterns to fully realized video spots, I’m exploring firsthand how these tools fit into the creative process, and my hope is that sharing those experiences sparks new ideas for others. Because AI isn’t just a distant disruptor—it’s a tool we can use today, and I want to show exactly how it can elevate the craft of creative marketing.

From Designs to Digital Storytelling

Once the Catiki Originals brand was up and running, I thought: Why stop there? Why not bring the brand to life through a creative campaign? That’s where things really got interesting. I decided to make a commercial spot—a full-on narrative piece showcasing Catiki Originals using a suite of emerging video and audio AI tools. And while the concept and storytelling came straight from my brain, the way I built the spot was a testament to how AI is fundamentally reshaping what’s possible for creators.

I used a combination of AI platforms to pull it all together:

• Visuals: Ideogram, Midjourney, and Leonardo helped create dynamic, Tiki-inspired imagery.
• Music: I used Udio to generate a custom soundtrack with tropical vibes.
• Motion: Kling.Ai allowed me to convert still images into video animations—their new version launched the same day I started the project!
• Voice-over: I turned to ElevenLabs to create a tailored voice-over with the right tone and character.
• Editing and Sound Design: Everything came together in Premiere Pro with a touch of sound design, thanks to SFX from Artlist.

The process was seamless yet mind-blowing. What used to take an entire production team and weeks of work came together in just two to three hours—right from my laptop.

Applied AI and the Creative Process

When it comes to applied AI in the creative process, each tool I used played a specific role, with unique strengths and some limitations. Here’s a closer look at how they fit into the workflow, what they excelled at, and where there’s still room for improvement:

Visuals: Ideogram, Midjourney, and Leonardo

These platforms have quickly become some of the most powerful tools for generating stunning visuals.

• Strengths:
  Midjourney and Leonardo excel at creating highly detailed and stylized imagery with a distinct aesthetic, while Ideogram adds a clever twist by integrating text directly into the visuals without the typical distortions. This combination allowed me to capture the vibrant, surreal energy of Tiki culture—from intricate patterns to whimsical characters. I could iterate quickly, refining the look and feel in minutes instead of hours.
• Weaknesses:
  These tools are still limited when it comes to very specific, complex compositions—like scenes involving precise perspective or perfectly posed characters. You often have to “game the system” by tweaking prompts and combining multiple outputs in editing software to achieve exactly what you want. And although these platforms have come a long way in terms of control, they can still feel like a bit of a guessing game when you’re aiming for ultra-specific creative outcomes.

Music: Udio

Creating a custom soundtrack used to require hiring a composer or wading through endless stock tracks. Udio simplifies the process, allowing me to generate music tailored to the exact mood I wanted.

• Strengths:
  Udio shines in its ability to create music that feels bespoke without the need for extensive manual input. I wanted tropical vibes that didn’t sound like generic stock music, and Udio delivered a soundtrack that fit perfectly with the brand’s quirky, upbeat energy. The tool’s ability to generate loops and remixes quickly meant I didn’t have to spend hours matching timing or adjusting beats in post.
• Weaknesses:
  The biggest limitation here is complexity. If you want something really dynamic or experimental—say, shifting from one genre to another mid-track or adding unusual instrumentation—you still need manual intervention or additional software. Udio’s AI is fantastic for ambient scores and straightforward soundscapes but might struggle if you’re aiming for more nuanced musical narratives.

Motion: Kling.Ai

Kling.Ai was key to transforming static imagery into living, breathing animations, and the timing couldn’t have been better—they released a new version the very day I started this project.

• Strengths:
  This tool was incredible for breathing life into stills. It allowed me to take Tiki-inspired scenes and create subtle animations—like shifting waves, glowing lights, or even character movement. Kling.Ai bridges the gap between traditional motion graphics and full video production, offering fluid results with minimal setup.
• Weaknesses:
  While Kling.Ai handles ambient and simple animations beautifully, it’s not yet built for complex motion sequences or highly choreographed scenes. Anything requiring precise character animations, 3D modeling, or cinematic camera moves still needs dedicated animation software like After Effects or Blender. But for adding a sense of movement to static visuals, it’s a game-changer.

Voice-over: ElevenLabs

The voice-over can make or break a piece of creative work, especially when you’re aiming for a specific tone. ElevenLabs gave me the flexibility to craft a custom voice that matched the brand’s vibe perfectly. Below is a little audio that expands upon my experience with ElevenLabs.

 

• Strengths:
  ElevenLabs is exceptional when it comes to voice realism and tone control. I was able to fine-tune the pitch, speed, and emotional delivery to create a voice-over that felt human—not robotic. This tool excels at making nuanced adjustments, so whether you need a warm narrator or an energetic hype voice, you can dial in exactly what you need.
• Weaknesses:
  Despite the impressive realism, ElevenLabs still has some limitations when handling longer or complex scripts. There can be subtle but noticeable breaks in cadence or mispronunciations that require manual tweaking. Additionally, when aiming for highly distinct character voices—like exaggerated or heavily stylized tones—it can take multiple passes or post-production effects to get things just right.

Editing and Sound Design: Premiere Pro + Artlist

Once all the pieces came together, Premiere Pro served as the final canvas for bringing the project to life, with sound effects and audio layers from Artlist adding the finishing polish.

• Strengths:
  Premiere Pro remains an industry-standard for a reason—it’s robust, flexible, and handles complex multi-layered projects with ease. I was able to seamlessly assemble video layers, apply effects, and fine-tune transitions. Artlist’s extensive SFX library filled in the gaps, from subtle ambient noises to playful sound cues that enhanced the Tiki-inspired vibe.
• Weaknesses:
  AI hasn’t quite reinvented the post-production editing process yet. While Premiere has added some AI-assisted features, much of the editing still relies on manual input. Stitching everything together, adding sound design, and timing everything perfectly took time and attention to detail. However, as AI tools become more integrated into platforms like Premiere, we’ll likely see things like auto-synchronized sound design or predictive editing workflows become more common.

The Big Picture

Each of these tools brought something different to the table, and together, they allowed me to create something that would have required a full production team just a few years ago. They’re not perfect—and there are still places where human creativity and manual touch remain essential—but their strengths far outweigh their limitations when used thoughtfully. This is what makes applied AI in creative work so exciting: it’s not about replacing artistry, but about expanding what’s possible and accelerating the process in ways that allow ideas to come to life faster and more dynamically than ever before.

For any creative or marketer looking to tell better stories, these tools represent a massive opportunity to not just imagine the future—but to build it.

The Speed of Innovation

The pace at which these tools are evolving is staggering. What’s available today feels like science fiction compared to even a few years ago. And while none of these tools replace human creativity, they amplify it in ways we couldn’t have imagined before. With the right combination of platforms, you can create polished, professional-grade content faster than ever.

This is the future of creative work—not a replacement for analog artistry, but a powerful set of tools that democratize creativity. For small brands, independent creators, and marketers like me who love to build worlds around ideas, the possibilities are endless.

The Human Element

No matter how advanced the tools become, the core of any great piece of creative work is still human. The tools didn’t write my script. They didn’t come up with the brand concept or map out the narrative beats of the commercial. That was all me. But these platforms allowed me to take those ideas and elevate them, experimenting and iterating at a speed that would have been unthinkable a decade ago.

The Opportunity Ahead

This is just the beginning. As these AI tools mature, the opportunities to build immersive brands, tell bigger stories, and bring innovative ideas to life will only grow. Whether you’re building your first brand or your fifth, the ability to create virtually anything with a laptop and a few hours is no longer a pipe dream—it’s reality.

Catiki Originals started as a playground for creative experimentation, but it’s evolved into something more—a case study in what happens when you pair vision with next-generation tools. And I have no plans to slow down. The future of creativity is here, and it’s equal parts thrilling and limitless.

What’s the next story you’ll create?