CREATIVE DIRECTOR AND ARTIST. I CONCEPTED IT, MADE EVERY IMAGE, AND DIRECTED THE SHOOT IN FRONT OF IT.
Under Armour's first AI-integrated production for the global catalog, built to feel human instead of looking like AI. I created every environment, layering generation with Photoshop compositing, transparency scans, and custom texture until the synthetic sheen was gone. Then we put the art on an LED wall and shot live models in front of it. I directed on set to match movement, styling, and attitude to the background, so talent and environment read as one frame.
Shipped: two seasons of global catalog and ecommerce imagery, FW24 and SS25, plus a style guide for brand partners.
Four plates from the set, in sequence. Every environment started here.
