Role/
CD / AI Creator / Art Director
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PROJECT /
For the launch of So Mint, a new fashion brand entirely generated through AI, we built a narrative rooted in independence, ambition and self-belief. The brand speaks to a new generation of entrepreneurs and creators who don’t wait for permission, opportunities or approval. So Mint uses style as a statement of intent — clothing designed for those who are building their own path, trusting their vision, and chasing their dreams on their own terms. The result is a bold, contemporary identity that reflects resilience, confidence and the courage to move forward without relying on anyone else.
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HOW I ADDED VALUE /
/ ALMA MATER OF THE PROJECT, LEADING ITS CREATION AND SHAPING THE ENTIRE CREATIVE AND VISUAL DIRECTION.
A STYLISH 35 YEARS OLD MAN SITS CONFIDENTLY ON A WOODEN CHAIR IN A WARM, MID-CENTURY MODERN INTERIOR. THE SCENE HAS A COZY, VINTAGE AESTHETIC WITH RICH WOODEN WALL PANELS AND PARQUET FLOORING. THE ASIATIC MAN WEARS A LUXURY DARK GREEN BUCKET HAT, A PREMIUM DARK BLUE LEATHER JACKET, LAYERED OVER A BLACK T-SHIRT. HIS TROUSERS ARE LOOSE, BLACK CARGO PANTS, PAIRED WITH DARK GREEN NIKE BASKETABALL BOOTS AND THICK SOCKS. HE WEARS A BIG BLUE FRAME GLASSES, LUXURY WATCH. HIS EXPRESSION IS CALM AND COMPOSED, LOOKING DIRECTLY AT THE CAMERA. BEHIND HIM, THE ROOM INCLUDES CURATED VINTAGE OBJECTS: A GREEN VARSITY JACKET AND BASEBALL CAPS (NO LOGOS) HANGING ON A WOODEN COAT RACK, A FRAMED ART PRINT LEANING AGAINST THE WALL, A CERAMIC SCULPTURE OF A FEMALE FORM ON A WOODEN SIDEBOARD, STACKED BOOKS, A BASKETBALL ON THE FLOOR, AND A CHESSBOARD IN THE FOREGROUND. THE OVERALL LIGHTING IS SOFT AND NATURAL, GIVING THE SCENE A WARM, EDITORIAL FASHION LOOK WITH EARTHY TONES, SUBTLE SHADOWS, AND A PREMIUM LIFESTYLE AESTHETIC. THE COMPOSITION FEELS CURATED, ARTISTIC, AND SOPHISTICATED, REMINISCENT OF A MODERN MENSWEAR LOOKBOOK WITH A RETRO INFLUENCE. FASHION PHOTO NATURAL LIGHT HIGHLY DETAILED REALISTIC WARM TONES
Building on this project, we made use of the latest AI tools across both image and video to push the creative process further. These technologies allowed us to rapidly explore visual worlds, test narratives and refine the brand’s aesthetic with precision and flexibility. AI became an integral part of the workflow, not as a shortcut, but as a strategic tool to enhance creative control, speed up iteration and deliver a cohesive visual language across all touchpoints.
