Midjourney
What it does well
- High visual quality and style consistency
- Fast variant production
- Style transfer from a reference image
How I use it
- 10+ visual variant prototypes for weekly creative testing
- Season campaign concept visuals
- Product scene/background trials (studio shots for the final visual)
An honest read
Limits
It can't write clean text inside an image; the campaign headline always gets added afterwards in a design tool. It won't stay faithful to a brand guide — run the same prompt twice and you can get two different brand feelings. Client work also carries copyright and recognisable-likeness risk; I screen for that before any generated image goes into an ad.
When I switch to another tool
When brand colours and typography have to stay fixed, Canva Magic Studio. For client work where commercial licensing has to be unambiguous, Adobe Firefly. If it needs to move, Runway.