I believe the future of art direction lies in human-plus-AI collaboration, where the machine proposes bold, unpredictable ideas and the human guides them into purposeful, culturally resonant narratives. My goal is to continue developing this synergy, using AI as a creative partner to generate breakthrough imagery and inspire unexpected design solutions.
Conquer New Heights – The North Face (Spec)
A speculative campaign for The North Face, reimagined through AI-generated visuals. This project uses machine-assisted art direction to explore themes of elevation, exploration, and resilience, pairing surreal alpine landscapes with stylized, futuristic outdoor gear. The goal is to push the boundaries of adventure storytelling beyond realism and into visual poetry.
224.ai imagines a world where AI doesn’t just power results—it designs the entire experience. The project explores how AI tools can be branded in a way that feels aspirational, creative, and trustworthy.
Visual Language:
Leveraged glassy, iridescent 3D icons (lightning bolts, clocks, dollar signs) to symbolize speed, insight, and efficiency—rendered in a futuristic, hyper-premium style.
Leveraged glassy, iridescent 3D icons (lightning bolts, clocks, dollar signs) to symbolize speed, insight, and efficiency—rendered in a futuristic, hyper-premium style.
Messaging Framework:
Headlines like "Grow faster. Achieve more. Stay ahead." and "Ready to revolutionise your lead generation?" were crafted to feel like a blend of tech promise and wellness affirmation, positioning AI as both a business tool and a strategic partner.
Headlines like "Grow faster. Achieve more. Stay ahead." and "Ready to revolutionise your lead generation?" were crafted to feel like a blend of tech promise and wellness affirmation, positioning AI as both a business tool and a strategic partner.
Modular Layouts:
Built a full set of UI-ready panels and marketing tiles suitable for landing pages, paid ads, or app onboarding flows. This included benefit cards (e.g., “Save Time & Resources”), emotional triggers, and branded CTA zones.
Built a full set of UI-ready panels and marketing tiles suitable for landing pages, paid ads, or app onboarding flows. This included benefit cards (e.g., “Save Time & Resources”), emotional triggers, and branded CTA zones.
