TL;DR
In this episode of Spark Sessions, Jules Love, co-founder of Spark AI, is joined by Dr Matthew Maxwell, lead coach on Spark’s creative stream. Starting with one source image, Matthew maps the full creative process in Figma Weave and takes it through to a multi-market video campaign. Along the way, they explore how AI can contribute creatively while human judgement guides the work.
SPARK SESSIONS EPISODE 5
Build a creative workflow with Dr Matthew Maxwell
This is the fifth episode of Spark Sessions and the first in a short series opening up what we teach clients inside Spark Accelerator, our 10-week AI transformation programme for agencies. Each session features one of our coaches giving a practical demonstration from the programme.
In this session, Jules Love is joined by Dr Matthew Maxwell, lead coach on Spark’s creative stream. Matthew starts with a single client image and uses Figma Weave to build out the campaign around it. You’ll see the process move through casting, art direction and storyboarding before reaching the finished video.
Throughout the session, Matthew and Jules discuss where AI can contribute to the creative process and where human judgement needs to lead.
Duration:
45 Minutes
Who its for:
Creative directors, designers, filmmakers, and agency creative teams
What is it about:
Figma Weave, creative AI workflows, image generation and AI video
Format:
On-Demand Video
From one image to a full campaign workflow
Dr Matthew Maxwell begins with a single image and uses it as the fixed point for an imagined campaign. In Figma Weave, he maps the creative process on one canvas, developing the character and setting before moving into shot planning, storyboards and video.
The canvas shows each decision and how it changes the work. Once the structure works for one scene, the team can reuse it across the campaign and adapt it for another execution or market.
With AI, a thousand words paint the picture
The familiar saying works in reverse. Your prompt becomes the production brief, translating the picture in your head into instructions the model can follow.
AI can help put that brief into words, but the creative still decides what belongs in it. Anything left open becomes a decision the model makes for you.
Work with AI as a collaborator
AI can make suggestions that were never part of the original brief. In Matthew’s workflow, it proposes camera angles, builds the shot sequence and even names the film.
Some of those choices can improve the idea. Others need to be changed or rejected. The creative decides how much control to keep and when to give AI room to contribute. Think – AI – Think keeps human judgement at both ends of the process.
About the speakers
Jules Love hosts the session. He is co-founder of Spark AI and author of Shift: AI for Agencies, which has sold over 5,000 copies. He teaches on the leadership programme at Saïd Business School, Oxford, and has worked with more than 80 agencies in the UK and internationally on building AI into the way they operate.
Dr Matthew Maxwell leads the Creative Stream for the Spark AI Accelerator programme. He has spent 25 years working across film, interactive design, advertising and experience design. After becoming absorbed by creative AI in 2023, he returned to university to complete a PhD in the subject. He now helps agency teams combine new technology with the principles that have always shaped good creative work.
FAQs
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Figma Weave is a node-based platform for creative AI workflows. It brings source material, prompts and generated outputs onto one visual canvas, making the process easier to follow and reuse.
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Start by deciding what you want the work to achieve and what good should look like. Give AI clear direction, then review what comes back with the same judgement you would apply to work from any creative collaborator. This is the Think – AI – Think approach.
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Each session is free to attend. We announce upcoming episodes on our LinkedIn, through the Spark Intelligence newsletter, and our Events page. Recordings are available on demand via the Spark AI website after each session. If you want to make sure you don't miss one, the best way is to subscribe to the newsletter.
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AI for Creatives is Spark AI’s role-specific programme for agency and in-house creative teams. Your team works on real briefs, builds reusable AI workflows and develops a shared creative process. They leave with practical skills they can apply to future projects, with human creativity and judgement kept firmly at the centre.
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