Mark Mordecai

Mark Mordecai is Lead Designer at VML London, where he specialises in AI-generated imagery for brands including Coca-Cola, Heineken, and Diageo. Art college trained, he approaches generative tools as a craft problem rather than a technology one. His argument is a simple one: the gap between distinctive and generic AI imagery isn't the prompt, it's the direction behind it. He works to a repeatable four-stage method — Research, Analysis, Structure, Application — that treats AI art direction as an information problem before a visual one, building real understanding of a subject before a single image is generated. At VML he runs the VML London AI Sessions, an internal series approaching its tenth edition, bringing in partners including Adobe to unpack what's shifting in AI and what's coming next. He also writes on the subject, including "Directing, Not Prompting" and "Why Everything Looks the Same." Away from client work he runs @footieclassics, a football nostalgia acc