Work / AI showcase
Case 01 / 10
ai work
AI is a production layer in my process, not a replacement for art direction.
Each piece below started with a real creative problem. Here's which tool got me from idea to rendered visual, and where I stepped in.
Zara Larsson: Girls Trip
Built a system to help produce this at the pace the campaign needed. Used AI for vehicle animations and landmark stickers and maps, then art directed everything until it felt like it lived inside Zara's world specifically, not a generic template.
Lady Gaga: 15 Years of Born This Way
Needed video-game-style characters across Born This Way–era iconography, fast enough to iterate on concept instead of losing time to illustration. I generated the base characters and background in Grok, then art directed palette, pose, and world details until each one read as its specific era.
Ariana Grande: Petal - Claim Your Track
Generated the base flower image, a very specific 12-petal daisy, in Grok + ChatGPT. Considered animating it with AI too, but hand-animated it myself instead because it gave a better result. Background footage was built in Grok, adding a layer of depth the piece needed.
Zara Larsson TikTok:
Concept built to feel like a fan's Snapchat from inside Zara's world, lowfi, dumb humor, very internet-specific. Images were made using a system I built combining Midjourney and ChatGPT. (concept, unproduced)
aespa: Lemonade
Did a deep dive into aespa's album art direction before touching a tool, pulling from the acid-imagery language already established on their site and socials so the piece would live inside their world, not just reference it. Built the individual frames in ChatGPT, then brought them into Grok to animate the transitions between them, turning stills into one continuous video.
Madonna: Club Confessions
Asset I built to promote Confessions II.
Built the club's floor plan and individual elements, seating, bar, DJ booth, in ChatGPT to lock the space before anyone touched final design. Used Grok for the background video, which gave the piece the depth layer it needed.
John Summit: OOO
Base imagery generated with AI, then art directed to match the specific visual language of his videos so the piece felt native to his world rather than dropped into it.
Drake: Views Anniversary
Art directed this piece and worked with another creative on the team to bring it to life. Because I knew Higgsfield's capabilities, I could direct the designer with specific prompting guidance, not just a creative brief, closing the gap between what I wanted and what the tool could actually produce.
