Creator

A conversation with the creators: PZF & Melissa

Jay Perlman
January 29, 2025
A conversation with the creators: PZF & Melissa

We're back with two new Lummi contributors whose work demanded the spotlight.

Both of these creators make AI visuals that, at first glance, you could swear you might have seen in a past issue of Vogue or Time magazine.

To put it in the most simple, blunt terms, these are two very talented creators. The fact that their work is free for commercial and personal use is a genuine treasure for designers and creatives.

That's why, this month, we are proud to shine the Lummi limelight on the creators known as PZF and Melissa of Refancy Co.

PZF

PZF is a proud photographer. He has decades behind the lens and a lifetime of experience capturing perfect moments. While other creatives might grimace at the idea of changing a camera for AI creative tools, PZF embraced this new creative technology to the fullest.

In a word, his work is alluring. His Lummi collections include a blend of hypnotic portraits, relatable workplace scenery, and majestic lifestyle shots. But one common element to his images is that they feel lifelike; they contain a sense of realness that can almost give a viewer deja vú.

Here's what PZF had to say when we asked him about AI images, Lummi, and creativity going into 2025

Q: You have over 20 years of experience with photography, but now use AI to create your images. What would you say to creatives about embracing AI imagery?

My journey from traditional photography to AI image creation has been a natural evolution rather than a replacement. After two decades behind the lens, I was drawn to AI's creative potential for the same reasons that initially captivated me about photography – the fascinating interplay between technical mastery and artistic vision.

Just as understanding your camera's capabilities frees you to focus on composition and storytelling, I've found that embracing AI's technical aspects unlocks new realms of creative expression. The learning curve reminded me of my early days in photography – that exciting period of discovery where each new technical skill opens up fresh creative possibilities.

Flowing fabric image and a portrait of a woman by PZF.
Flowing fabrics and blue eyes by PZF.

What truly excites me is how AI amplifies rather than diminishes human creativity. It's become an incredible collaborative tool in my creative process, often sparking unexpected journeys that lead beyond visual art into prose and music. Like the way digital photography revolutionized experimentation with instant feedback, AI provides a space for rapid creative iteration and discovery.

To fellow creatives, I'd say to approach AI with curiosity rather than apprehension. It's not about replacing human creativity – it's about expanding our creative toolkit. Some of my most rewarding projects have emerged from treating AI as a creative partner, allowing it to challenge my preconceptions and push my work in new directions. The key is maintaining your unique creative voice while exploring these new possibilities.

Q: What are some visual trends you're anticipating for this year? What should creatives be on the lookout for?

What fascinates me most about the current visual landscape is how it mirrors our collective journey with AI technology. Like many others, when I first began exploring AI image creation, I was captivated by the technical challenge of achieving photorealistic results. But as the technology has matured, I've found myself drawn in a different direction.

There's a parallel with my background in traditional photography here. Just as photographers often move beyond pure documentation to explore artistic techniques like Intentional Camera Movement (ICM) for more ethereal emotional expressions, I'm seeing a similar evolution in AI-generated imagery. As technical barriers fall away, creators are increasingly focusing on the artistic possibilities that transcend realism.

Interior with light and the forest by PZF.

Looking ahead, I believe we're standing at the threshold of something truly extraordinary. We're not just refining existing visual styles – we're witnessing the birth of entirely new genres of artistic expression. It's reminiscent of how the invention of photography didn't just change how we capture reality but gave birth to entirely new art forms.

I anticipate seeing more work that explores our evolving relationship with AI itself. As this technology becomes increasingly woven into the fabric of our creative processes, I expect to see visual narratives that probe deeper questions about human creativity, artistic identity, and the nature of collaboration between humans and machines.

These aren't just trends – they're glimpses into how we're collectively processing and shaping one of the most significant technological shifts in human history through the lens of visual creativity.

Q: What are your favorite Lummi features, and what would you like to see added to the Lummi creative kit in 2025?

What excites me about Lummi is how it empowers creators to transform and reinvent imagery in deeply personal ways. While I appreciate all the platform's capabilities, I've found myself particularly drawn to features that encourage creative dialogue between artists.

The 'Create Similar' feature has become a personal favorite, as it perfectly embodies what I believe creative tools should do – serve as springboards for the imagination. Seeing how others transform my initial concepts into something uniquely their own reinforces my belief that creativity flourishes best in an environment of open experimentation and shared inspiration.

I love seeing how creators use tools like Reframe and Duotone to reimagine my work in ways I might never have envisioned. Every image should be a conversation starter, an invitation to explore and experiment until it resonates perfectly with each creator's unique vision.

Looking ahead to 2025, I'm excited about the possibilities for even more collaborative features that could strengthen these creative connections within our community. What matters most isn't preserving original visions but nurturing an environment where every piece of work can inspire countless new creative journeys.

Q: For creatives who haven't used Lummi yet, what's one piece of advice you'd give them to get the most out of it?

My single most important piece of advice for anyone starting their Lummi journey is beautifully simple: let go and explore. When we approach new creative tools, it's tempting to stay within familiar boundaries and to seek the 'right way' of doing things. But the most profound discoveries often emerge when we push past those self-imposed limits.

Working with Lummi has been a transformative experience for me, quite literally expanding how my mind approaches creativity. It's like discovering a new language – at first, you might feel hesitant, but as you experiment freely, you begin to think and create in ways you never imagined possible.

A dramatic portrait, a serene coast, and an elegant woman in red by PZF.

The beauty of this platform lies in its ability to surprise you. Every experimental step, every creative boundary pushed, opens up new pathways of artistic expression. I've found that my most rewarding projects emerged not from careful planning but from moments of uninhibited exploration where I simply allowed myself to play with the tools and see where they led me.

So, dive in, push buttons, and try combinations that might seem unusual at first. There's no 'wrong' way to create – there's only your unique journey of discovery. The platform's tools are incredibly robust, but their true power emerges when you approach them with a spirit of curiosity and adventure.

Q: Do you have any future Lummi projects you're working on that can give us a preview?

My creative journey with Lummi continues to unfold along two deeply rewarding paths, each feeding into and enriching the other. Drawing from my years of experience in corporate creative environments, I'm passionate about reimagining professional imagery that resonates with today's dynamic workplace culture. Seeing how organizations embrace these more nuanced, authentic representations of corporate life – and knowing my work helps other creatives meet these evolving needs – has been incredibly fulfilling.

But alongside this, I'm embarking on a more experimental journey that speaks to the deeper currents of human experience. As someone who has always been drawn to portrait photography, I'm exploring new ways to capture the complexity of human emotion and connection in our rapidly changing world. I'm particularly excited about upcoming projects that delve into themes of psychological landscapes – examining how we navigate solitude, connection, and well-being through bold visual narratives.

Looking ahead, I'm drawn to push the boundaries of color and emotion in portraiture, creating work that bridges the gap between traditional photographic principles and the expansive possibilities of AI-assisted creation. It's a space where technical expertise meets emotional resonance, and I'm eager to share these explorations with the Lummi community.

These parallel paths – one grounded in practical application, the other in artistic exploration – continue to inform and enhance each other in unexpected ways. I'm excited to see how this dialogue between commercial pragmatism and creative experimentation evolves and how it might inspire others in their own creative journeys.

Melissa

"Sophisticated and fun lifestyle images made with AI." That's what Melissa's bio says on Lummi. Are her images sophisticated and fun? Absolutely. But they are also so much more than that.

Her visuals are sharp, fierce, effortlessly cool, and always a la mode. Melissa is a verified professional at making images perfect for brands that need that slick visual touch that sticks with people long after the initial view.

She's one of a kind and another contributor we are deeply grateful to have at Lummi. Here's what she had to say.

Q: Beyond being a talented artist, you know just how powerful AI stock images and illustrations can be for brands, businesses, and creatives. Can you explain a little why all creatives should consider using AI images?

Skincare and a serene coast by Melissa.

When I first heard of generative AI, the thing that sprung to my mind was: This will revolutionize how people create and use stock photos! In my opinion, AI images are not just easier to create (without the overhead). Still, there are TRILLIONS of new ways we can use them to explore how we interpret brands and businesses visually. So many things that we could only imagine previously are now possible with a few clicks. AI stock images can bring a new perspective to content, brand design, websites, or other creative projects. That's what I love about it.

Q: What's one feature you think all creatives should know about when it comes to creating with Lummi?

Just yesterday, I discovered you can remove the background directly in Lummi. That's such a game-changer!

Q: You specialize in creating glamorous lifestyle imagery. What makes the perfect image for a brand trying to set its tone?

I'd say that the perfect image doesn't exist. But with AI technology, we can explore and come closer to what the brand vision is visually speaking. We can explore so many different possibilities, and that's what I also try to do with my images. Give people some new angles for their brands and new ideas to try.

Balloons and glamour by Melissa

Q: What lifestyle trends should creatives be on the lookout for in 2025?

I love the fact that we're going back again into more maximalist territory. Colors, photography, art, everything feels a bit more exaggerated. I don't know if it's the times we live in that people are looking for escapes from their daily lives, but I celebrate it wholeheartedly! Minimalism is also nice, but I think we've had enough of beige and neutral only.

Q: Lastly, what kind of images and collections can we expect to see from you this year? Any hints at projects you're working on?

Illustrations by Melissa.

Honestly, it'll be a surprise for me as well! I just finished a Valentine' s-themed collection (I love everything red currently), but apart from that, I'll just see what inspires me, hang out a lot on Pinterest, and see where it goes. But I'd love to explore some more artistic visions this year!

Designing what's to come

Every creation made with Lummi is like a glimmer of what's to come—a future where design is brighter, bolder, and more imaginative than ever. But even the best tools need visionaries like you to take them to the next level. So, keep creating, keep exploring, and keep turning "what if" into "look at this!"

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