Oct. 1, 2024
Dover, PA United States
Big Al Gruswitz:
Featured Artist
A Legacy of Art Meets the AI Frontier
In the ever-evolving world of art and technology, few artists embody the spirit of innovation and resilience quite like Big Al Gruswitz. With an illustrious career spanning six decades in advertising and illustration, Gruswitz has seamlessly transitioned into the realm of AI-generated art, embracing tools like Midjourney to push the boundaries of his creative expression. Recognized by prestigious platforms such as Lürzer’s Archive and celebrated as one of the top digital artists in the United States, Big Al's unique blend of traditional expertise and cutting-edge experimentation highlights the fascinating journey of an artist who continues to redefine the possibilities of digital creativity.
“When Midjourney came out in July 2022, I eagerly started working with it.”
How did you first discover Midjourney, and what drew you to AI-generated art?
I’ve been in advertising for 60 years and am still working as an illustrator. I’ve always been excited about this industry and tools like Adobe products and 3D programs so it was natural that when Midjourney came out in July 2022, I eagerly started working with it. I now work in many different prompt-to-image, prompt-to-music, and prompt-to-video programs.
How has your artistic journey evolved since incorporating Midjourney into your practice?
In addition to doing client projects using AI, I’ve coauthored two books on prompting, and I’ve taught 4 different ad agencies’ creative departments how to use Midjourney and Firefly capabilities in Photoshop beta, as well as other companies.
My work has been selected by Lürzer’s Archive four times for their “200 Best Digital Artists Worldwide” Annual (first two times for 3D work and the last two times for AI images). This July, Lürzer's ACE Report (Annual of Creative Excellence) ranked me #2 in the top 10 Digital Artists in the United States.
“I push the program and myself to see how far the program is capable of going.”
Can you walk us through your typical workflow when creating a piece with Midjourney?
First comes the idea (or the client assignment) and then I use proper prompting order to describe what I want including appropriate parameters. I always run the prompt twice to see the results and then I modify the prompt as needed. Frequently I use the "Vary (region)" tool to change areas or get rid of unwanted elements. Then I upsize the file. I frequently use both character and style reference images.
How do you approach prompt crafting? Do you have any specific techniques or strategies?
I push the program and myself to see how far the program is capable of going. my mantra is always “Experiment, experiment, experiment!”
What’s the most challenging aspect of working with Midjourney, and how do you overcome it?
Having worked with Midjourney 2 through 6.1 and created thousands of images, I pretty much know how to get what I want with my prompting. But there are still things that the program doesn’t do well. Anatomy for one thing! You can get a fairly accurate skeleton and somewhat correct muscular structure, but it still doesn’t know realistic internal organs. For anatomy illustrations, I use a combination of 3D model renderings combined with tools like Adobe Photoshop and Illustrator. There are 6 galleries of my 3D illustrations and one 2D gallery on my site. There is also a Retouching gallery.
“I pretty much know how to get what I want with my prompting.”
Do you use any style reference codes? If So, which are your favorites?
I have tried many different style reference codes starting with “1.” I tried to see how high the style codes go and I determined that it is a little over 400,900,000,000! Yes, over 400 billion!!! When I see someone use a style code on LinkedIn, I copy that code and immediately run a prompt with that code so I have a record of the results in Midjourney.
Favorite Style Reference Codes:
sref 6, 7, 36, 42, 50, 150, 200, 293, 350, 1026, 2222, 1225126854, 2993749049, 3000000000, 4000500000, to name a few!
How would you describe your unique artistic style when using Midjourney?
Having worked as an art director and associate creative director for 30 years, I don’t feel I have a style. If you look at my 7 AI galleries on my site, you'll see the wide variety of what I've produced. If I had to put a word on it, it would be “experimental.”
What themes or concepts do you find yourself exploring most often in your AI-generated art?
Anything and everything!
How do you balance your artistic vision with the unpredictability of AI-generated results?
I use my art director skills to look at the various results and then select the one image or images that I feel are the best for my purposes. And I frequently modify the images in Photoshop until it is where I want it.
What are your favorite Midjourney features or commands, and why?
Vary (region), Vary (subtle), and Vary (creative), --cref and --sref. They provide more flexibility and control.
Additional Favorites:
Consistent Character works well with 2 characters in the same reference image. I’ve pushed it as far as 4 characters in the same reference image. 5 didn't work well.
Can you share any tips or tricks you've discovered for achieving specific effects or styles?
Frequently use Firefly capabilities in Photoshop Beta to modify images. If I need a large file for print use, I use On1 Photo Raw because it uses both fractals and AI for enlarging and gives far better results than enlarging in Photoshop.
How has working with Midjourney impacted your overall artistic practice or career?
Just one more thing in my toolbox! I tend to be doing more in AI than in 3D programs, now. I don’t consider it faster or cheaper to work in AI because sometimes you may get what you want right away, but frequently you still spend hours to get the desired results.
What excites you most about the future of AI-generated art?
Prompt-to-video and continued improved capabilities that come from more competition.
Do you have any upcoming projects or exhibitions featuring your Midjourney work?
I am working on one presently and another training session for in-house creatives at a major pharmaceutical company.
How do you view the role of the artist in the age of AI-generated art?
Without prompts the programs do nothing! The artist, if they want to continue working needs to learn excellent prompting.
What do you say to critics who argue that AI-generated art isn't “real” art?
A photographer clicks a camera and gets a picture. Is that art? Was it the camera that created the photo or the trained eye and technical expertise of the photographer that made it art? Same thing with an artist using AI!
How do you ensure your Midjourney creations maintain a personal touch or signature style?
I don't have a style. My personal style is exceptional quality in everything I produce in AI or any other type of program.
How do you engage with the Midjourney community, and what value do you find in it?
I’m involved with a global supportive community on LinkedIn. I try to educate people on prompting and on the kind of subject matter that can be produce with Midjourney and other AI programs.
What advice would you give to artists just starting out with Midjourney?
Get a good overall manual like Margarida Barreto’s “The Midjourney Expedition” on Amazon. Also much is available from Brian Sykes. And experiment, experiment, experiment!