Learn to direct AI.
Not just use it.
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.
Watch one brand become a full campaign. Live, in 45 minutes.
I take one brand and build a complete campaign in front of you, the decode, the idea, the hero image, the full set of assets, narrating every decision as I make it. Free. Wednesday July 8, 5:30pm Pacific.
Most people generate.
You will direct.
There 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.
Most people start at the prompt.
You will start above it.
Direction is a stack. The tools sit at the bottom, and everyone has those. What separates the work is everything that happens before you ever type a word.
Joe Sadler.
Designer. Director. Operator.
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.
Brands Joe has directed
The difference between a prompt engineer and a creative director is the what and the why before the how.
AI JOE HQ · Core ProtocolFour weeks.
One complete pipeline.
Each 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.
- AI Art Director vs. Prompt Engineer: the distinction that changes everything
- Building your visual library and defining personal aesthetic
- The Tastemaker's Philosophy: developing taste as a strategic asset
- Introduction to mood boarding for AI creative direction
- Live exercise: Brand world deconstruction
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.
- The Prompt Brief: four phases of precision prompting
- Platform comparison: ChatGPT Image, Midjourney, Nano Banana and image tools
- The Finisher's Workflow: the final 10% that makes it client-ready
- Live exercise: Brand x Location, product in the real world
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.
- Camera movement psychology and emotional science
- Translating still imagery into motion sequences
- AI video tools: Kling, Veo, Seedance
- Live exercise: Animating your Week Two imagery
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.
- Sound and audio generation with ElevenLabs
- Scoring your visual work: music, atmosphere, sound design
- Final assembly and export protocol
- Cohort presentations. Your brand video, live
- What comes next: building a repeatable creative operation
The tools you will direct.
Grouped by function, not by hype. You learn the system, so when a new model lands next month, you already know where it goes and how to brief it.
ChatGPT
Claude
Gemini
Midjourney
Magnific
Topaz
Kling
Veo
Seedance
ElevenLabs
Suno
CapCutThis is for you if
- You work in branding, design, or content and want AI in your production stack
- You have experimented with AI tools but your output still looks generic
- You want to offer AI creative direction as a service to clients
- You are building a brand and want to produce campaign-quality assets yourself
- You are curious, creative, and ready to do actual work, not just watch videos
This is not for you if
- You are looking for a passive course to collect and never finish
- You want a list of prompts to copy and paste without understanding why they work
- You expect AI to replace creative thinking rather than accelerate it
- You are not prepared to complete the weekly exercises
You leave with
a finished piece.
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.
Real work.
Real results.
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 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.
Founder
Plan for 90 minutes live each week plus 2 to 4 hours of independent work between sessions. The Directors who finish strong are the ones who do the work between class.
Every session is recorded and posted in the Skool community within 24 hours. Attend live or async. The community runs throughout the week for peer feedback and questions.
ChatGPT or Claude (paid plan recommended), Midjourney (optional), and access to Kling, Veo, or Seedance. Optional: ElevenLabs for sound. Full setup guide sent on enrollment.
No. The Lab is for anyone who makes things. Designers, photographers, filmmakers, writers, musicians, brand builders. If you have a point of view and something you want to say with it, the tools in this course will give you a way to say it at a level you could not reach before.
Four weeks of live access. Replays. Transcripts. A community. Direct access to someone who will answer your specific questions in real time. For less than the cost of a single day on a production set.
Cohort 04 · Four weeks live · Begins July 23