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I'm Mindy Saepung, a graphic designer specializing in social and digital brand storytelling. I’ve worked with brands like Paramount+ and Hulu, creating bold, adaptable designs that connect with audiences across platforms.

AI Integration

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If you could reimagine your childhood imaginary friend, what would they look like? Bring Your IF to Life was a social activation that invited fans to connect with our beloved main character, Bea, the leading artist, with some help from a team of designers... and AI. Within just two hours of posting the initial call-to-action thread on X, the Paramount+ team sparked a wave of magical IF creations.

Inspiration
During the brainstorming phase, I drew inspiration from an Ikea drawing competition I had heard about during my college years, where children submitted doodles and the selected winners saw their artwork transformed into limited-edition plush toys sold in stores. Another influence came from teamLab's digital art exhibition in Singapore, which I personally experienced. Visitors colored illustrations on paper templates, scanned their drawings, and watched them come alive on a massive digital projection. Together, these two inspirations sparked the concept for this personalized IF social activation.
Behind the Scene
How can we mass-produce customized hand-drawn doodles efficiently without relying on freelancers or asking in-house designers to work with markers and papers? This is where AI stepped in. With Adobe Firefly, we were able to generate 70 custom images within the given two hours timeframe.

Here's how it worked: After hours of research and testing for the perfect combination of style reference and prompts that would return a visual result that would match Bea's sketch from the film, I landed on a command that would give us consistent results every single time. The process was simple — my pink sketch was used as the base style reference and the phrase "; simple crayon drawing, rough sketch outline" was added to each fan's IF description. And just like that, their imaginary friends came to life.
Legacy
A special shoutout to my manager at Paramount+, Kelsey De Weerd, for her incredible support throughout the IF campaign — from inviting me to attend the screener for early ideation, to giving me an unexpected shoutout during her talk at the 2024 Clio Entertainment Cocktails & Conversations event. Those moments were personal milestones for me.
 
This project was also showcased beyond Paramount+, presented at Adobe Max in the session New Creative Flows: The GenAI Jump-Start, and featured on the Adobe Blog article Behind the scenes — How Paramount+ used Adobe Firefly generative AI in a social media campaign for the movie IF.

Below is another example of how I integrated AI into my design workflow. Chad Powers Fooji Giveaway was a social post promoting a free giveaway, featuring the actual prizes that fans could win. I was provided with static item assets to design the layout—but midway through, the request evolved into something more dynamic. The project became a collaboration with motion designer David Huynh, where I provided the static assets for him to animate, creating a more engaging final composition.

Final version with motion graphics by David Huynh.

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Static layout explorations.

The Challenge
When the static post transitioned into an animation request, the goal was to make the giveaway items land into place in a lively, visually appealing way. The concept was to have all the items pop out of an ice chest—but there was a catch.
(1) One provided ice chest image had an open lid, but it included alcohol, which couldn’t be featured.
(2) The other ice chest image had a closed lid. To resolve this, I turned to ChatGPT for image generation support.
With AI’s help, I was able to create a realistic version of the ice chest lid that I later refined and integrated in Photoshop.
The Combination
While ChatGPT produced a strong starting point, the generated image required detailed adjustments to stay true to the original brand assets. Using Photoshop, I carefully overlap and mask out the original assets with the AI generated piece, ensuring the correct proportion and brand consistency. I then used and generative fill to replace the cans with ice cubes and color-matched the lid to the container. The result was a seamless, authentic-looking ice chest that worked perfectly within the motion composition. Below are the provided assets and the final result after AI-assisted and manual Photoshop edits.

Retouch & Color Treatment

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For this season, we sourced existing stills for the character cards and enhanced them with a cohesive treatment to create a premium look that aligned with the Key Art. Here are some examples from Mayor of Kingstown Season 3 – Character Cards, showing the before and after retouching and color editing.

Social Gamification

One of the most iconic aspects of Bob Marley's artistry is his music. Bob Marley: One Love – Song Shuffling Cards was inspired by the original tracklists featured in the film. Fans could tap and hold, or screenshot to discover which song would become their go-to track.

The idea for Frasier Season 2 – Catch the Bottle came while browsing through the Season 2 image gallery. I noticed several shots of Frasier with his left arm extended at just the right angle, almost as if he was holding something. That sparked the thought: why not put his beloved wine bottle in his hand? Fans could tap and hold, or screenshot at just the right moment, to perfectly place the bottle in Frasier's grasp.

A storytelling simulation that let fans step into the shoes of fashion icon Kim Kardashian. The Kardashians – Kim's Kloset Fashion Game combined nostalgic dress-up gameplay with choose-your-own-ending mechanics. Fans made style choices along the way and discovered their final look at the end of the quiz.