A four-week intensive for designers, brand builders, and creative professionals who want to produce studio-quality work with AI tools — from the first idea to the final frame.
Enroll NowThere are two kinds of AI users. The first types prompts and hopes. The second arrives with a vision, a brief, and the creative intelligence to execute it with precision.
AI JOE is built for the second kind. This is not a tool tutorial. It is a four-week creative direction intensive that teaches you to think, brief, and produce at a professional level — using the most capable AI tools available today.
By the end, you will have gone from concept to finished brand video. Entirely yours. Entirely intentional.
He started as a fashion designer. GQ named him Best New Menswear Designer. His brands were carried at Dover Street Market and Bergdorf Goodman. Bono wore his COEXIST logo on U2's Vertigo Tour.
Then he evolved. Fashion gave him an obsession with visual language, proportion, and the way objects communicate identity before a single word is spoken. That foundation led him to creative direction, and eventually to building The ii Agency — where he has spent eleven years leading international campaign shoots for Fender Guitars, Gray Whale Gin, Headspace, and Cuyana.
He knows what it means to stand on location with a crew, a brief, and a client's reputation on the line. He knows the decisions that happen in the frame — lighting, angle, timing, tone. And when AI arrived, he did not see a shortcut. He saw a tool that, in the right hands, could produce work at that same level without the crew, the budget, or the six-week production timeline.
The Creative Lab exists because he figured out how to do exactly that. And now he is teaching it.
"The difference between a prompt engineer and a creative director is the what and the why before the how."
AI JOE HQ — Core ProtocolEach module builds on the last. Week four is not a lesson — it is a delivery.
Before you touch a tool, you develop the mindset. This week establishes the philosophy that separates AI creative directors from people who generate images: vision before execution. You will build your visual library, define your aesthetic, and understand how great brand worlds are constructed.
Vision means nothing without the language to execute it. This week introduces the Prompt Brief — a structured four-phase system that transforms vague intentions into precise, repeatable creative briefs. You will produce still imagery that looks like it came from a studio, not a chatbot.
Still images move. This week you transition from photographer to director. You will learn the psychology of camera movement — why a slow push-in creates intimacy, why a low angle creates aspiration, and how to build a visual sequence that makes someone feel something.
This is not a lesson. It is a delivery. Week four brings the full pipeline together — sound design, audio generation, final edit assembly, and the presentation of a finished brand video that began as a single idea in Week One.
This course is structured around a single output: a complete brand video, produced entirely by you across four weeks. Not a series of disconnected exercises. One cohesive piece that demonstrates the full pipeline from concept to delivery.
That is what you bring to clients. That is what you post. That is proof of capability.
These are the people who showed up, did the work, and finished something. In their own words.
The thing you’re protecting — your taste, your voice, your way of seeing — none of that is in danger. What it does is take the stuff that slows you down and quietly drains you and gives you a way through it faster.
Gregory U.
Creative Director, Boutique Agency
I now have a roadmap for turning an idea into a finished image or video. It’s given me the confidence to move quickly — and that’s made a real impact on my professional career.
Jason R.
Art Director
Jump off the fence. I was pretty anti-AI for a while, but once I started treating it as a tool — not a threat — it changed everything. We’re still the ones behind the wheel.
Matt W.
Designer
I made a trailer for a short film. I wouldn’t have done that without this class. This gives you the foundation and the tools you’ll carry into everything you create next.
Jesy M.
Filmmaker
What I loved about this course is that it took me back to square one and helped me build with clear visual intent, rather than prompting without purpose. I now feel like I have a roadmap.
Yosei S.
Creative Director
The class was phenomenal. I feel like I leveled up in a real way. Still learning, but this gave me a foundation I didn’t have before.
Eddie K.
Cohort 01
The second cohort is live. Four weeks, one finished brand video, a creative process you will use for the rest of your career. This is the work.
Enroll NowLimited seats available. Enrollment closes when full.
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