As part of a strategic shift, the company decided to replace traditional photoshoots with two fully AI-generated personas who would become the new faces of the brand.

I led the creative direction and supervised the process — from defining the visual language to developing each character’s personality, style, and narrative world. We began by creating detailed briefs, supported by moodboards and visual references, which captured the essence of the brand’s identity and the emotional tone we wanted these virtual models to convey.

Working closely with an external AI production studio, I oversaw the design and selection process, ensuring that every creative decision aligned with the brand aesthetics I had established. Once the characters were finalized, we developed complete digital lives for them — giving each a unique personality, story, and social media presence.

Beyond serving as “models,” these AI personas became living brand ambassadors, allowing the company to maintain creative consistency, reduce production costs, and engage audiences in a fresh, future-oriented way.
The project generated significant brand interest, resulting in a 50% increase in daily traffic to our brand page and driving measurable growth in online product sales.

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Role in the project: Head of Design