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An immersive AI locker installation concepted and art directed end to end. App usage doubled on the day of the event across European markets.
As part of this Poland-based event, we created an immersive locker experience to spark curiosity, making each interaction feel personal, playful, and memorable. We invited people to uncover hidden AI Backgrounds of wonder one door at a time, fueling the urge to open ‘just one more’, as each door revealed their own hidden worlds. Prompts were also included to inspire and educate in showing how they could achieve backgrounds like this themselves. Hidden within the installation was a month of Picsart Pro, and QR codes offered instant access to try the experience firsthand. It was designed and built by the incredible team in Armenia, and carefully transported to the event location. My role on this project was to oversee creative direction, and ensure the experience was effective. Results: We earned regional media coverage across multiple outlets, and app usage doubled on the day of the event, driving awareness and adoption across European markets.
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Love the direction with this! The references to Vietnamese culture is so unique!
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EARTHTURN is a ceramics brand I hope to open one day. I'm not a potter. So I used FLORA to help me build the whole branding, from physical product to brand identity mockup around the idea.
FLORA was where I pushed the ideas and a strategy I already had in my head, and tested it until it held. So I'd have more time for the part that actually matters: the brand strategy.
Here's what I kept reminding myself while making the visuals. You create images to sell a product, not just to look good.
So every image should have a job.
It might be a logo evolving: a turning wheel, then fire, then a vessel, resolving into the mark. I wanted the logo to show where it comes from, not just sit there finished.
It might be the slow rotation effect for poster or social media posts, you can realise this effect when someone throws on a wheel, the movement the brand is named after. Not a trending effect that looks cool but says nothing about EARTHTURN.
It might be the close-ups images: the material, the pattern, the piece from different angles. A customer buys what they can see clearly. Pretty from a distance doesn't sell, texture you can almost feel does.
It might be the packaging shots that show the foam and wrapping: the piece protected, not a bare pot sitting alone in a cardboard box. You're not just selling a vase. You're selling care, and a product that arrives whole and unchipped.
That's what making images for a brand really means, not grabbing whatever composition looks nice and calling it done. If you can't say why a visual serves the brand, it's decoration, not design.
Building the full brand system before the pottery skills even exist is a bold order of operations. Now that EARTHTURN looks this real, does it make you more likely to actually go learn the craft, or is this more about seeing the idea through as a design exercise?