Welcome to the dark side of advertising.
Relax. No souls were sold. Just some timelines shortened.
I’ve been experimenting with AI since its earliest useful days, finding ways to fold it into real creative workflows: concepting, visual development, campaign world-building, motion, and production-style execution. The projects here use AI to move faster, build richer visual worlds, and make “what if?” feel a lot closer to “holy shit, that works.”
With AI, I’ve pretty much learned how to create…
AI is incredible for speed and efficiency. But efficiency doesn’t create connection — storytelling does. The best use of AI in advertising isn’t obvious. It’s invisible. And when the story is strong enough, nobody cares what tools you used to make it.
Guinness — 2026 Winter Olympics
For the 2026 Winter Olympics, I crafted the visual identity for a Guinness series celebrating athletes Made of More. Heroic photography meets custom type across athlete portraits and product, forged by the elements that define their sport.
Nike By You — Just do you
“Just Do You” is a campaign concept for Nike By You—built around AI-directed art direction and custom typography. I used AI to generate Nike-inspired sneakers, materials, colorways, soles, laces, mesh, leather, and product textures, then shaped those elements into dimensional letterforms that spell the campaign name. The result is a look and feel that turns customization into the visual language itself: bold, tactile, expressive, and unmistakably personal.
Pfizer — Covid Holiday Classics
What do holiday movies and COVID-19 have in common? They both tend to show up around the same time every year. Because like it or not, COVID is still around—ready to throw a wrench in the traditions we look forward to all year.
So instead of ignoring it, we leaned into it. We reimagined iconic holiday movie posters through the lens of the pandemic, turning familiar classics into playful reminders that COVID hasn’t completely disappeared. Each poster points to Pfizer resources on staying up to date on vaccines—an easy step that can help keep the holidays on track.
Each poster featured a custom movie title, designed specifically for that film.
We even customized the Pfizer logo for each film
And some movies were animated for digital pleasure.
Kenvue—OTC Pain reliever
For Kenvue, we reframed OTC pain management around a promise doctors could believe in: opioid-level relief, without opioid-level consequences. The work introduced a new standard in relief—real efficacy without the risk of addiction or dependence.
In the week leading up to the pitch, we created Pain Invaders and invited the client team to play. The custom retro arcade game showed how their brand takes down all types of pain, using generated 8-bit elements assembled into a fully playable experience.
Alcon—Systane Pro Eye Drops
For this Alcon pitch, we explored bold concepts built around one powerful promise: an eye drop that tackles every dry eye symptom. The work brought fresh, playful energy to the category, and we used early-stage AI tools to generate the visual elements and rapidly explore these pitch-winning creative concepts.
For one concept, we used AI to generate a cast of playful characters that symbolized all the things Systane Pro protects your eyes from. Once created, the characters were composited into each ad to bring the campaign world to life.
Another concept starred famous comedian Ali Wong.