Creator profile

I spent five years in global marketing at the Estée Lauder Companies — La Mer, MAC, Dr. Jart+, and Aerin Beauty— before moving into AI creative, so I come at this from the brand side first. I know what a campaign has to do before it ever becomes an image: the product has to be accurate, the label has to be legible, and the whole thing has to look like it cost something. What I'm best at is world-building. A campaign isn't just a group of images, it's a place with rules: a palette, a set of materials, recurring motifs and props, a particular quality of light. I define that world first, then every asset comes out of it — studio hero, sculptural still life, macro detail, lifestyle frame, closing shot — so the set reads as one story instead of just pretty pictures. It's also what makes the work extend: once the world exists, the next drop and the cutdowns have somewhere to live. AI resets how luxury creative gets made, and the advantage won't belong to whoever generates fastest — it'll belong to whoever knows what's worth generating. Taste is the scarce input now, and I want to be a steward of it: bringing real brand discipline to a medium that rewards volume, and proving work made this way can still feel considered, expensive and human.