Ed McCulloch / Notes on the work
Motion design, AI art direction and retouching. Practical notes for brands and agencies, from Salford, Greater Manchester.
Retouching & food imagery
Plan food retouching around material differences: preserve useful crumbs, control highlights and colour locally, and judge texture at the final delivery size.
Read articleMotion design & product animation
Plan product-animation camera moves around a useful reveal: establish the object, isolate the feature and hold a clear result before adding visual complexity.
Read articleAI fashion & filmmaking
Plan a fashion-film turn around garment evidence: define the movement, cover hidden construction and review seams, silhouette and occlusion in playback.
Read articleRetouching & compositing
A practical approach to compositing hair: preserve the silhouette, separate masking from colour correction and judge fine edges against the final background.
Read articleMotion systems & UI
Show interrupted actions clearly in a SaaS demo: establish the problem, make the next action readable and confirm what changed without inventing product behaviour.
Read articleMotion design & DOOH
Adapt outdoor motion across landscape and portrait screens by preserving the message, rebuilding hierarchy and checking each placement’s specification.
Read articleAI fashion & creative production
Make AI fashion feedback easier to act on: identify the frame, protect approved decisions and distinguish a local correction from a new creative direction.
Read articleRetouching & compositing
A practical approach to placing a car in a new scene: match the viewpoint, establish tyre contact and build shadows that belong to the ground.
Read articleMotion design & sound
Plan sound alongside product animation: choose the important cues, protect the voiceover, leave space and review the film with and without audio.
Read articleAI fashion & art direction
Build stronger AI fashion images by directing a specific action, a distinctive garment silhouette and believable contact before generation.
Read articleRetouching & product imagery
A practical guide to retouching reflective products: separate distractions from useful reflections, preserve material character and check the final crop.
Read articleMotion design & DOOH
A practical approach to outdoor motion design: viewing angle, silent storytelling, readable holds, motion permissions and screen-specific delivery.
Read articleRetouching & image craft
A practical guide to selective skin retouching: preserve identity, separate texture from tone, control local corrections and judge the final delivery crop.
Read articleMotion systems & UI
Make SaaS and app videos clearer with focused product actions, readable UI, purposeful transitions and an editable motion system for revisions.
Read articleAI filmmaking & shot design
Plan an AI fashion film through shot purpose, continuity, editing, sound and compositing, with a practical checklist for building a coherent sequence.
Read articleAI fashion & retouching
A practical guide to garment accuracy in AI fashion imagery, from seams and silhouette to fabric texture, reference checks and final retouching.
Read articleMotion design & production
How to plan landscape, portrait and short motion edits: readable UI, reusable After Effects elements, retouching, review and a clear delivery list.
Read articleAI imagery & compositing
Replacing a hand, changing a pose, relighting and extending a frame: how I use AI as source material for better imagery and video.
Read articleCinematography & AI
Two scenes, four viewpoints. How lighting direction, camera position and lens choices help AI filmmakers create more convincing images and films.
Read articleAI filmmaking
What turns AI-generated footage into a finished film? Explore editing, compositing and colour grading—and what to look for in an AI filmmaker.
Read articleMotion design
A practical brief for app demos, advertising and social motion: objectives, assets, formats and feedback, from Ed McCulloch in Greater Manchester.
Read articleAI art direction
What to include in an AI imagery brief, from art direction and product accuracy to retouching and delivery. A guide for brands and agencies.
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