Questions & glossary
You do not need to know the technology to order. Here are the terms, the process and what you actually buy.
What is a LoRA? #
A trained adaptation of an existing AI model for a particular subject or visual style.
LoRA stands for Low-Rank Adaptation. We train a smaller addition to an existing model rather than a new foundation model. In image production, it can help us return to a subject or style. It does not replace art direction, selection or retouch and does not guarantee identical product details. Source material, goals, model files and usage rights are specified in the quote.
Technical background: Hugging FaceWhat are pipelines and node graphs? #
A connected workflow for creating, processing and checking images.
A pipeline is the chain of tools and tasks from source material to delivery. A node graph describes how parts of that chain connect. Our own pipelines help us control the process and reuse working settings; every delivery still needs selection and quality control.
What are a look and art direction? #
The shared visual language: lighting, colour, materials and composition.
Art direction is the creative decision-making behind that language. A look brings it together into a direction across several images. A new scene or product may need additional work even within the same look. Multiple formats of one image are not multiple concepts.
What is retouch? #
Editing an existing image, such as its colour, surfaces or details.
Retouch can correct details, adjust light and colour or combine image elements. Advanced product retouch is not automatically included in a basic image package. We agree what should change and what should stay before work starts.
What is a vector file? #
An image made of shapes and curves that can scale without pixelated edges.
Vector works well for marks and symbols. Saving a photograph as SVG does not turn it into vector artwork. We agree which formats and source files your intended use requires.
What do licence and usage rights mean? #
The agreement on who can use the material, where and for how long.
We specify usage rights in writing: end client, use, channels, territory and duration. The evaluation licence for test packages covers internal evaluation and presentation to the agency’s client. External use requires a publication licence. Exclusivity and delivery of model or working files apply only when explicitly agreed.
What does OOH mean? #
Out-of-home advertising, such as posters and outdoor screens.
Tell us where the image will appear. Its format, resolution and licence need to suit the placement. Digital outdoor advertising is not automatically the digital channel included in Express.
What is a retainer? #
An ongoing collaboration with agreed monthly capacity and scope.
We agree image volume, concurrent jobs, revisions, turnaround and licence. A retainer does not mean unlimited production. New campaign worlds and model training are not automatically included. Any carry-over of unused capacity is specified in the quote.
What counts as a revision round? #
One consolidated round of feedback on the same subject and agreed direction.
Collect feedback from all decision-makers before sending it. A new product, scene or look changes the brief and is not automatically a revision. Additional work is priced and approved before we do it.
Can we use test images in a campaign? #
Test packages are for evaluation. Publication is purchased separately.
Test still and Test shot may be used internally and in presentations to the agency’s client, but cannot be published or used in advertising. We can quote a publication licence separately. One introductory engagement applies per end client/brand, including agency orders. A Test still upgraded to Test shot is one engagement; repeated introductory packages for the same end client/brand are not offered.
Do we need a finished brief? #
A brief describes what you need. A short description is enough to start a conversation.
Tell us what you want to create, for which brand and where the images will be used. References and desired timing help. Empty fields are fine. We confirm scope, licence and price before production starts. Express requires an approved direction and complete source material.
How do we know what is AI and what we receive? #
The AI declaration describes how the image was made. Metadata is information carried by the file.
We document generated, photographed and edited elements and the relevant pipeline at delivery. Formats, layered files and rights are specified in the job. Metadata can be removed when platforms process images, so written delivery information matters too. No slop is our quality standard: images must be reviewed, not just generated.