I’ve had the privileged the last few years to be at the forefront of experimenting with generative AI, I coined ‘Vibe Art Directing’ to highlight style aesthetics like no other. Innovative creative hubs like AKQA & Huge, I was trusted to shape new identities for tech giants like Google’s evolving AI language offering, to exploring new creative workflows to push the cinematic boundaries.

R&D / Expressions & Explorations

Exposure to the tools like Google Veo 3, Midjourney, and many more to art directionally explore with, has enabled rapid experimentation across motion, mood and narrative.

“Perfection is not achieved quickly. It is the result of constant improvement, pursued without haste.”

— Hans Wilsdorf, Founder

Generative AI is where ideas and styling meets modern rapid tools, a natural progression of film and art directional craft.

These iconic watch expressions are for a brand rooted in uncompromising craft, with a heritage that has continually pushed the boundaries of human imagination.