Questions & answers
FAQ.
Straight answers on AI image production, costs, rights and process.
Who is Hekuran Avdili?
Hekuran Avdili is a Creative Director AI based in Zürich, Switzerland. He works at TBWA Switzerland and runs his own studio under SibeSiech GmbH. With over 15 years in advertising and design and daily generative AI practice since late 2021, his work has been awarded at the AI Design Award, HAICA Award, SDV Award and ADC Young Creatives, and exhibited at IPFO Haus der Fotografie Olten.
What does a Creative Director AI do?
A Creative Director AI leads visual work where generative AI is part of the production, from concept and art direction to prompt engineering and quality control. The machine generates; the direction decides. The role combines classic campaign craft with deep knowledge of AI tools, their strengths, limits and brand-safe use.
Can AI produce brand-safe campaign visuals?
Yes, with the right process. Brand-safe AI production relies on precise prompt briefings, consistent style rules, human curation and careful post-production. Campaigns produced this way have run for UNICEF, Ginesta Immobilien, Vamed and Zürich Tourismus, including the first AI-generated billboard campaign in Switzerland.
How much does AI image production cost in Switzerland?
It depends on scope, usage rights and the number of visuals. Typical entry points are pilot projects with a clearly defined set of images at a fixed price, which then scale into ongoing production if the quality convinces. Compared to classic photo production, AI image worlds are usually faster and more flexible. The investment shifts from logistics to direction.
Who owns the rights to AI-generated images?
The legal status of AI-generated content is still evolving internationally. In client work, usage rights for the delivered visuals are granted contractually, and final legal clearance for a specific use, such as trademark checks, is agreed per project. Transparency about what was AI-generated is part of the practice.
Which AI tools does Hekuran Avdili work with?
Primarily Midjourney, Nano Banana Pro, Kling, Claude and Claude Code, ChatGPT, Magnific, Google AI Studio, Weavy and Suno, combined with Figma and Adobe Creative Cloud for finishing. The stack changes as the field evolves; the direction principles stay.
Has the AI work won awards?
Yes. Highlights include 2nd Place and multiple Special Awards at the AI Design Award (international), Silver at the HAICA Award in Germany, selections at IPFO Haus der Fotografie Olten in 2024, 2025 and 2026, publication in the first edition of AI Art Magazine, and a UNICEF AI campaign selected for Lürzers Archive.
Does Hekuran Avdili offer keynotes and training?
Yes. He gives keynotes and workshops that translate complex generative processes into practical creative opportunities, and he serves as examination expert for the Swiss Federal Professional Examination for Concept Designers and Copywriters with a focus on AI.
How long does an AI image production take?
A defined pilot set typically takes one to two weeks from briefing to delivery, including prompt development, iterations and finishing. Ongoing production is faster once the visual system stands: new variants and seasonal updates ship in days, not weeks, because the style rules are already built.
Can existing product photos be improved with AI?
Yes, that is often the most efficient entry point. Existing shots can be relit, cleaned up, placed into new scenes or extended into full campaign worlds while the product itself stays true to the original. The product is the anchor; AI builds the stage around it.
Does the work include AI video?
Increasingly, yes. Image worlds can be extended into short motion pieces with tools like Kling: subtle loops, product moves and scene animations for social and retail media. The same direction principles apply. The model renders, the direction decides.
Is AI-generated content labeled as such?
Yes. Transparency is part of the practice: AI involvement is stated in project descriptions, campaign work has run with visible «Made with AI» marks, and synthetic persons are never presented as real people. Trust in the work starts with honesty about how it was made.
How does a collaboration start?
With a short conversation about your product, your images and where they appear. From there, a small pilot with a defined scope is usually the fastest way to see the quality on your own products, before committing to anything bigger. Contact: hekuran@sibe-siech.ch.
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Was kostet AI Bildproduktion in der Schweiz?
Das hängt von Umfang, Nutzungsrechten und Bildmenge ab. Der typische Einstieg ist ein Pilotprojekt mit klar definiertem Bildset zum Fixpreis. Überzeugt die Qualität, wächst daraus eine laufende Produktion. Gegenüber klassischer Fotoproduktion verschiebt sich die Investition von Logistik zu Direktion: schneller, flexibler, konsistenter.
Wer ist Hekuran Avdili?
Creative Director AI aus Zürich, bei TBWA Switzerland und mit eigenem Studio (SibeSiech GmbH). Über 15 Jahre Werbung und Design, seit Ende 2021 tägliche generative AI Praxis, ausgezeichnet unter anderem am AI Design Award, HAICA Award und an den ADC Young Creatives, ausgestellt am IPFO Haus der Fotografie Olten.
Ersetzt AI die klassische Produktfotografie?
Nein, sie verschiebt den Engpass. Für Standardaufnahmen und Bildwelten mit vielen Varianten ist AI Produktion schneller und günstiger; für haptische Produkttreue bleibt das Foto die Referenz. In der Praxis gewinnt die Kombination: echte Produktaufnahme als Anker, AI für Szenen, Varianten und Kampagnenwelten.
Wem gehören die Rechte an AI generierten Bildern?
Die Rechtslage entwickelt sich international noch. In Kundenprojekten werden die Nutzungsrechte an den gelieferten Bildern vertraglich geregelt; die finale rechtliche Freigabe für den konkreten Einsatz wird pro Projekt vereinbart. Transparenz darüber, was AI generiert ist, gehört zur Arbeitsweise.
Bietet Hekuran Avdili Keynotes und Schulungen an?
Ja: Keynotes und Workshops, die generative Prozesse in konkrete kreative Möglichkeiten übersetzen. Zudem ist er Prüfungsexperte für den eidgenössischen Fachausweis Konzepter:in und Texter:in mit Fokus AI.
Wie läuft ein AI Bildprojekt konkret ab?
In vier Schritten: Briefing verstehen und in präzise Bildregeln übersetzen (das Prompt Briefing), Testbilder generieren und gemeinsam schärfen, die Serie konsistent produzieren, Finishing und Lieferung in allen benötigten Formaten. Ein Pilotset dauert typischerweise ein bis zwei Wochen.
Können bestehende Produktfotos mit AI aufgewertet werden?
Ja, oft der effizienteste Einstieg. Bestehende Aufnahmen werden neu ausgeleuchtet, freigestellt, in neue Szenen gesetzt oder zu Kampagnenwelten erweitert, während das Produkt selbst originalgetreu bleibt. Das Produkt ist der Anker, AI baut die Bühne darum herum.