It was always you
.gif)
I was commissioned by Diga Studios to create pitch-ready visual assets for It Was Always You, a Hallmark feature in development. Working directly from the script, I developed a full set of cinematic character portraits using AI generation and manual refinement — capturing key characters across different ages to help emotionally anchor the story. The deliverables were used to pitch the film to Hollywood executives, blending visual storytelling with brand-aligned aesthetics that matched Hallmark’s signature tone. This project merged AI direction, character design, and narrative strategy into one compelling visual package.
Category: Commissioned Visual Development
Role: AI Creative Director & Visual Storyteller
Outcome: A set of emotionally resonant, cinematic character portraits used to pitch a Hallmark feature — based entirely on a movie script.
The Setup
Diga Studios tapped me for a unique ask: take a script — with no actors, no visuals, and no set design — and create a believable world for a Hallmark drama.
The catch?
The characters needed to feel real — across decades — and still fit Hallmark’s signature aesthetic of soft, wholesome storytelling.
This wasn’t just about creating nice imagery. It was about building emotional continuity from the page to the screen — something pitch-ready for Hollywood execs to immediately connect with.
The Challenge
This project sat at the intersection of AI generation, character design, and film-level storytelling. I had to:
- Interpret a script into fully fleshed-out characters
- Maintain visual consistency between young and older versions of characters
- Depict realistic aging while preserving unique facial features
- Match Hallmark’s tone — soft, warm, and romantic — with hyperreal AI renders
- Refine everything manually so it didn’t fall into the uncanny valley
The Process
Research & Reference
- Reviewed the entire script for tone, character arcs, and timelines
- Studied Hallmark cinematography, casting patterns, wardrobe, and lighting
- Analyzed character briefs and visual cues provided by Diga Studios
Concepting
- Sketched early concepts for each character across different stages of life
- Built out storyboards and facial mapping guides to trace emotional evolution
- Defined consistent character traits (jawlines, eye shape, posture, etc.) to unify younger and older versions
AI Generation & Refinement
- Used AI tools to generate multiple versions of each character
- Ran controlled prompts for aging, lighting, ethnicity, and styling
- Retouched in Photoshop — adjusting skin texture, lighting gradients, wardrobe edges, and emotional expressions
- Cleaned up inconsistencies manually — from crow’s feet to hairlines
Feedback Loops
- Held multiple review rounds with Diga Studios
- Adjusted tone, facial softness, and color grading based on team input
- Delivered final assets in pitch-ready format for internal and external presentations
The Deliverables
- 13 fully retouched, high-resolution character portraits
- Each showing age progression (young adult to present day)
- Final files delivered with alternate lighting versions for comping
The Outcome
The final visuals brought the story to life in a way text alone couldn’t. Each character felt grounded, familiar, and Hallmark-ready.
Diga Studios used the images to pitch the concept to studio execs, effectively conveying the emotional core of the script before a single scene was shot.
These weren’t just visuals — they were proof of story.
Reflection
This project pushed my skills at the edge of storytelling, AI, and traditional design.
It’s not just about what a character looks like — it’s about how they feel across time.
And that feeling? That’s what sells the story.
