Working in retail advertising since 2000, from boutique agencies in London and Sydney to Group Creative Director at BMF, leading the ALDI retail creative team. Nine years of independent practice across retail, travel, government and property — concept, art direction, photography and finished art, from a guideline page to a six-metre shopfront.
At BMF, Pauline helped integrate AI tools into the weekly ALDI catalogue — supporting retouching, image creation and copywriting, and using AI to conceptualise photography shoots before production. Work that once took days could be explored far earlier.
Embedded AI tools into the live catalogue workflow rather than treating them as a separate experiment.
Used AI to support retouching and create imagery within the demands of weekly retail production.
Developed and visualised photography concepts before the shoot — reducing exploration that previously took days.
Applied AI to product and campaign copy while retaining human review, brand judgement and retail clarity.
Hands-on capability across generative image, creative development, copy and workflow design, supported by Claude Design.
