CASE STUDY · AI-ASSISTED SITE LAUNCH
Launching Belle Health without a camera
A full e-commerce and campaign launch — homepage, landing page, and a promotional film — designed and produced in a single quarter using AI, with no traditional photo or video shoot.
ROLE
Visual Designer & AI Producer
TOOLS
Figma, Photoshop, Midjourney, After Effects
SCOPE
Web and Ad Campaign
TIMELINE
One quarter, 2025
THE BRIEF
A clinical product that needed to feel human
Belle Health was launching NAD+, a longevity and energy supplement, alongside its existing GLP-1 weight-loss lineup. The product needed to feel aspirational and trustworthy to a wellness audience — but the timeline and budget left no room for a traditional photo or video production.
The ask was direct: deliver a complete launch suite — e-commerce homepage, campaign landing page, and a short promotional film — and produce the imagery and motion with AI tooling, fast, without sacrificing the brand's premium feel.
THE CHALLENGE
Premium feel, zero shoot, one quarter
Supplements are a crowded, skeptical category. The visual language had to signal clinical credibility and aspirational vitality at once — the kind of imagery that normally requires a lifestyle photo shoot, a studio, and a video crew.
None of that was available. The real design problem wasn't "make it pretty" — it was building a repeatable AI production process that could generate on-brand, premium imagery and motion at the speed and consistency a launch demands.
“The constraint became the strategy: design the system, then let AI produce inside it.”
THE PROCESS
An AI production pipeline, art-directed end to end
Rather than treating AI as a novelty, I treated it as a production studio I had to art-direct. The craft moved upstream — into prompting, selection, color, and composition — instead of onto a set.
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Before generating a single image, I locked the brand's design language in Figma — type, the signature yellow accent, grid, and the tone of "clinical but warm." Every AI output had a target to hit.
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I developed prompt recipes and reference framing to produce lifestyle and product imagery that matched the system — controlling scene, talent framing, light, and color grade as if directing a shoot, then curating ruthlessly.
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For the NAD+ launch spot, I directed AI-generated footage around a single idea — freedom and vitality — handling scene direction, framing, and grade without a camera or crew.
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Generated assets were composed into responsive homepage and landing-page layouts — desktop and mobile — with consistent card architecture, pricing, and CTAs ready for multi-market rollout.
THE FILM
Directed, not filmed
THE BUILD
One system, every surface
THE COMPONENT SYSTEM
One card, every product
The product grid is built on a single reusable card component. Every product — GLP-1, NAD+, compounded semaglutide — inherits the same architecture, so the catalog stays consistent as it grows and AI-generated imagery drops into a predictable frame.
(annotations to place alongside the card visual)
Consistent anatomy — Every card follows the same structure: image area, color-swatch row, product name, short description, price, and CTA. Nothing moves position from one card to the next.
Variants, not redesigns — The same component flexes across product types and the yellow accent CTA card. New products are a new instance, not a new layout.
Built for AI fill — Because the frame is fixed, AI-generated product and lifestyle imagery had a precise target to hit. The system is what let generated assets stay on-brand at speed.
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This is the through-line of the whole project: a system rigorous enough that AI could produce inside it without drifting off-brand.
THE OUTCOME
A full launch suite, delivered in a quarter
1 qtr
Brief to delivery — homepage, landing page, and film, no traditional shoot
3
Surfaces shipped from one visual system: homepage, campaign page, promotional film
∞
A repeatable AI production process the team can reuse for future launches