Fanatics: GenAI Production

Professional Work

Project Type
My Role

Generative AI Design, Image Compositing, Retouching

Location

Logan, UT

Year

2026 – Present

Software and techniques used

  • Software: Weavy, ComfyUI, Flora, OpenArt, Adobe Photoshop

  • Techniques: AI On-Model Generation, Background Generation, Texture Generation, Masking and Retouching

Project Description

Selected launched work from my role as Generative AI Designer at Fanatics. I produce AI imagery for licensed sports merchandise across the NFL, WNBA, NHL, and MLB, keeping every logo, color, and product detail accurate to league standards.

GenAI Design

Lululemon × MLB

Example shown: Milwaukee Brewers, Arizona Diamondbacks, and Detroit Tigers, three of six teams

AI team adaptation

Challenge

The campaign was shot once, but the collection covered multiple MLB teams, each needing campaign imagery with its own logos and details.

Solution

Working from the original campaign images, I used AI to regenerate the team graphics for each club, then retouched the logos, lettering, and colors to match the licensed artwork, keeping the lighting and mood of the original shoot.

Role

AI image editing and retouching for 6 teams: Arizona, Detroit, Kansas City, Miami, Milwaukee, and Seattle

On-Model Jersey Replacement

Example shown: Cleveland Browns, one of six teams

Original shoot (sample jersey)

AI replacement

Challenge

Every player's jersey needs on-model imagery, but shooting each one separately isn't practical.

Solution

Starting from one photoshoot with a sample jersey, I used the hollow-body image of each player's jersey to replace the product with AI, then retouched the numbers, names, and trims to match exactly.

Role

AI product replacement, compositing, and retouching for 6 teams, 36 images in total

WNBA Floating Jerseys

New York Liberty, Rebel Edition

Hollow Body (Front)

Hollow Body (Back)

Floating jersey (front)

Floating jersey (back)

Challenge

Floating jerseys need to look real up close, so every detail has to match the product: the jock tag, the lettering, the pinstripe fabric, and the mesh texture.

Solution

I generated floating jerseys from the hollow-body product images, then created close-ups of key details and retouched the jock tag, numbers, and fabric texture to match the original exactly.

Role

AI floating product imagery, detail close-ups, and retouching, front and back

NHL Draft Headwear

Example shown: Florida Panthers, New York Islanders, and Carolina Hurricanes, three of 15 teams

Base images

AI detail shots

Challenge

Each hat's selling points are in the details: embroidered logos, tonal debossing, rope trim, and the back arch. Shooting detailed close-ups for 15 teams would take too long.

Solution

Starting from the base images provided by the team, I generated close-up detail shots with dramatic lighting, then retouched the logos, lettering, and colors so that every team's embroidery and trim stayed accurate.

Role

AI detail imagery and retouching for 15 teams

LoveShackFancy

Game-day backgrounds for Tennessee and Texas campaign images

Original / AI background

Challenge

The campaign photos needed backgrounds with more game-day energy: a celebratory crowd and scenes that reflect each school's team colors and spirit, without reshooting on location.

Solution

I used AI to generate and extend the backgrounds, filling the stands with cheering fans in team colors and matching the original lighting, while keeping the models and product untouched.

Role

AI background generation, extension, and compositing for 53 images

On-Model Product Video

Men's and women's apparel, with a focus on fit and shoulder detail

AI-generated videos

Challenge

On-model video must move naturally while keeping every product detail accurate. As the model turns and moves, logos, seams, and fabric can easily warp or drift from frame to frame.

Solution

I used multi-angle and detailed reference images to keep the product accurate in motion. After testing several video models, I matched each shot to the one that handled it best, saving the strongest models for harder movements like turns and arm raises.

Role

AI video generation, model testing, motion direction, and quality review