2023 - 2026
Selected Projects
Over the past three years, generative AI has become a key part of my practice. I’ve been actively testing tools, adapting workflows, and learning alongside a technology that evolves at an extremely fast pace.
My focus is on combining real-world production needs with experimentation and learning, using exploration to develop methods that can be applied in professional creative pipelines.
In some cases, AI is a central pillar of the project. More often, it functions as an additional tool within a classical design workflow, supporting ideation, world-building, image development, or production efficiency, alongside traditional design, compositing, and art direction skills.
This section presents a curated selection of projects and moments where AI has been applied in real contexts.
ArtDept.Ai / PatternBreak / 2024 - 2025
For five months, I worked with ArtDept .ai as a freelance AI and Photoshop artist, creating high-quality visuals for branding, e-commerce, and marketing. My work combined generative AI tools with advanced Photoshop retouching and compositing to deliver polished, production-ready imagery.
We used Pattern Break’s proprietary AI model to generate synthetic fashion models, replacing real models by swapping faces or creating entirely new figures. I helped develop and refine this workflow from prompt engineering to final polish, ensuring the visuals were realistic, consistent, scalable, and fully aligned with the brand’s needs.
Hassan II / WePlay / 2025
For the Hasan II Golf Tournament campaign, we worked within an intense two-day sprint to define a clear visual direction during a tight booking window. I led the visual direction and created several concept proposals for a campaign scheduled to roll out later, using AI as a fast and flexible tool to explore ideas and generate strong visual foundations.
The project developed into three creative directions that reinterpreted the tournament’s identity through distinct visual lenses. AI enabled the creation of high-quality assets, the expansion of key visual elements, and the integration of culturally inspired imagery, resulting in cohesive, striking visuals that supported the campaign’s narrative while meeting demanding time and production constraints.
Q-Park Case Study / Uberall / 2025
I collaborated with Uberall to develop a new visual direction for their Instagram content, creating a series of carousels and posts that felt contemporary and on-brand. The focus was on building a clean, digital-first look that stayed professional and engaging, with visuals developed and refined in Photoshop as part of a streamlined production process.
Alongside the social content, I created a short animated video for a product launch campaign.
I handled the full process, from shaping the story and designing the visuals to animating the piece and producing the voice-over, resulting in a cohesive campaign that brought together storytelling, motion, and design in a clear, accessible way.
Audiobook Covers / Pocket FM / 2025
I worked with PocketFM developing multiple covers for their audiobooks, using generative AI to create the initial imagery. The project was a chance to explore how AI-generated visuals could serve as a strong foundation for polished, production-ready designs rather than final outputs.
Starting from these generated images, I focused on refining and enhancing each cover by improving resolution, adding details, and adjusting the overall finish. The goal was to ensure every design felt believable, professional, and clearly aligned with the tone and genre of each audiobook.
Nightmilk / 2024
Nightmilk is a self-initiated fictional film concept created to explore how AI tools and visual design can support early-stage storytelling. The project takes the form of a pitch deck, combining narrative, mood, and cinematic world-building to define the tone and universe of the story.
After establishing the concept, I designed scenes and characters using AI as a base, then refined each image through manual editing, retouching, and compositing to ensure visual consistency. The project also includes deck layout design, animation tests, and ongoing work on a teaser trailer, using visuals to bring the concept to life before it exists on screen.
Personal Exploration
Beyond commissioned work, I continue to explore AI on a personal level, constantly testing, experimenting, and keeping up with a technology that evolves almost daily.
Play and exploration are an essential part of my process, helping me learn, refine workflows, and discover new creative possibilities. This selection is intended as a small recap rather than a complete overview, and reflects an ongoing process.
