SELF-INITIATED CAMPAIGNS · AI-ASSISTED PRODUCTION

AI Creative Direction

These are self-initiated campaigns where I use AI as a production tool. The concept, art direction and edit are mine, the same as on any shoot.

The tools are new. The judgment isn’t.

CAMPAIGN CASE STUDIES

Violette_FR Bisou Balm lipstick on a silver tray of broken chocolate

01

BEAUTY · CAMPAIGN + FILM

Violette_FR

A lipstick campaign built around chocolate.

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LOEWE Tomato Leaves candle on a vintage kitchen scale

02

HOME FRAGRANCE · STILL-LIFE CAMPAIGN

LOEWE Tomato Leaves

A still-life campaign for the Tomato Leaves candle, shot with tomatoes, vines and produce.

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Model eating noodles from a Nine Lives satin bag on the subway

03

BRAND IDENTITY · FASHION · FILM

Nine Lives

A noodle brand with a grumpy cat for a mascot, from takeout box to fashion bag to film.

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Concept Studies

Smaller projects, each built around one idea.

Hand holding the Vela bottle through sheer brown fabric

FRAGRANCE

Vela Nº 03

A fragrance concept built around light: amber glass, low sun and strong shadows.

Vela Nº 03 bottle in raking sunlight
Silhouette of a hand holding the bottle, cast on stone

FASHION

Miu Miu Club

Tennis whites, clay-pink courts and a members’ club built around the logo.

Overhead view of a pink tennis court framed like a bag
Model leaning on an oversized Miu Miu tennis ball
Miu Miu tennis bag courtside

FOOTWEAR

Western

Olive suede, sheer tulle and a horse in motion. A softer take on the western boot.

Model seated between olive velvet drapes, a horse passing behind
Olive suede western boot on a travertine plinth
Close view of an olive suede boot against a horse

Maison Sable · 0:05

FILM

Short Films

Two short films, each built around a single moment.

Jacquemus · 0:12

How I work

Brief first.

Audience, product and the one thing it needs to say, before any images.

Decisions up front.

Palette, casting, light and props are set before I generate anything.

A hard edit.

Most of what I make gets cut.

Speculative, self-initiated work. Not commissioned by or affiliated with the brands shown. Nine Lives, Vela and Maison Sable are invented brands. Images and films produced with generative AI tools under my creative direction: Higgsfield, Midjourney, Nano Banana, GPT Image and Seedance.