As a designer for brands and immersive spaces, creative director and digital artist Will MacNeil is churning out concept art on a daily basis. His workflow, based around Houdini's SOPs and COPs, now incorporates generative art tools like ComfyUI, ControlNet, trained LoRA adapters and custom tools coded with language models. In this talk, Will walks through his process and explains how he maintains artistic control over his image making while exploiting the power of generative AI.