AI is not one thing in my work. I use it in five different ways, and each one solves a different problem for a brand: automation that multiplies one idea into many, asset generation for content to publish, motion graphics that explain, animation that gives a brand characters, and cinema that tells a story.
Creative Automation
Build it once, then make many versions without starting again.
Once an ad or a format works, I turn it into a system. New flavours, products, scripts or languages go in, and finished versions come out, all consistent with each other. This is where AI saves real money: every version after the first costs a fraction of the first.
O’Donnell Moonshine: the same ad, three flavours.
One spot, set up like a node graph. The master ad is locked: the shots, the cut, the copy and the music never change. There is one input, the flavour. Change it, and everything that depends on it updates by itself: the colour of the liquid, the label on the jar and the colour of the type. Three flavours in, three finished ads out, matching frame for frame.
- Shots
- Cut & timing
- Copy
- Music
- Liquid colour
- Jar label
- Type colour
Everything else is inherited from the master.
Captions and graphics that animate themselves.
Instead of keyframing every caption by hand, I build the motion design as an engine. Three things go in: the script, the voiceover and the footage. The engine times every word to the voice, applies the caption rules, picks the right layout for each beat and checks the render. What comes out is a finished post that moves the same way every time, with nothing animated by hand.
Shown with nowai, an Arabic-first brand for AI tutorials. I designed its caption system and built the engine that renders every post.
مفيش حاجة في الشوت ده كانت بمزاج الذكاء الاصطناعي
Written first. The script sets the length and rhythm of the post.
Asset Generation
Product photos and short clips a brand can publish as-is, without a shoot.
The label, the proportions and the colours are right, so nothing looks “AI”. Every flavour stays part of one family. Stills and motion come out of the same look, so the feed, the site and the ads all match. Shown with O’Donnell Moonshine.
On-brand stills, from product shots to lifestyle.
Label-accurate hero shots, the whole range together, people and the moments the brand sells, and the close-up detail that makes it crave-able. Shown with O’Donnell Moonshine, including its rooftop campaign.
The same product, moving.
Short product clips built from the same look as the stills: loops for social, product pages and ads.
Motion Graphics
Type, interface and graphic motion that explain a product fast.
AI makes the pictures. The design decides how they move: the timing, the type, the layout. That design work is what makes it feel like a brand rather than a generator.
Animation
Characters and worlds in whatever style the story needs.
Stop-motion clay, painterly, 3D feature-film, vinyl toy, collage, mascot. I pick the look that fits the idea, then hold the character steady from shot to shot. Two films, and stills that show the range of styles.
Cinema
Commercials and brand films: story first, made cinematically with AI.
Script, look, performance and edit, directed the way a live-action film is directed. AI replaces the shoot, not the filmmaking.