Creative Direction Projects in OttawaCreative Direction Projects in Ottawa12% Human is a short corporate-AI thriller about a job candidate who gives the most human interview possible and fails because of it.
I used ChatGPT to develop the concept, character direction, interview-room visuals, facial expression references, tablet reveal, and storyboard, then built the shots in Renoise Canvas with Seedance video generation, including the spoken dialogue directly inside the video clips.
The final cut was assembled in CapCut with a readable tablet evaluation overlay, ambient sound, timing adjustments, and a minimal end card to make the twist land clearly. Building an AI Persona That Feels Human
Overview
Mara Keïta is an AI-native persona developed as a long-term brand asset rather than a one-off character generation.
The objective was to create a recognizable digital identity capable of maintaining visual, emotional, and editorial consistency across images, video, and social media content.
Instead of relying on isolated prompts, I designed a complete identity system that allows the character to scale while preserving authenticity and coherence.
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The Challenge
Most AI-generated personas suffer from three recurring issues:
Inconsistent facial features across generations
Lack of a defined personality and voice
Difficulty maintaining brand coherence across multiple content formats
The goal was to create a system that could support hundreds of future assets while ensuring Mara remained instantly recognizable.
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The Solution
I developed a comprehensive AI Persona Design System composed of five key components:
Character Bible
A detailed reference framework defining:
Facial structure
Hair characteristics
Age range
Heritage and cultural positioning
Body language
Emotional range
Signature visual traits
Visual Language
A complete aesthetic system including:
Color palette
Materials and textures
Lighting principles
Composition rules
Styling references
Environmental guidelines
Personality Framework
Defined Mara’s:
Core values
Archetypes
Mission
Communication style
Behavioral patterns
On-camera presence
Content Architecture
Created editorial pillars that guide content creation:
Quiet Confidence
Slow Living
Personal Growth
Lifestyle & Culture
AI Production Workflow
Built a scalable workflow capable of generating:
Static imagery
Editorial visuals
Lifestyle content
Social media assets
Video-ready character references
while preserving character integrity.
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Results
Social Media Performance
Within the first publishing phase:
30 published pieces of content
1,700+ views in 30 days
100+ new followers acquired
87% of views from non-followers
Consistent engagement across images and video
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Key Achievement
The success of this project is not a single image.
It is the ability to maintain a coherent identity across dozens of visual assets while preserving the same personality, aesthetic, and emotional tone.
Mara Keïta demonstrates how AI personas can evolve beyond simple image generation and become scalable digital brand assets.
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Tools & Workflow
Google Flow
Veo
Advanced AI image generation workflows
Character consistency systems
Editorial design frameworks
Brand identity methodology
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Project Outcome
Mara Keïta serves as a case study in AI Identity Design, showcasing how structured creative systems can transform AI-generated characters into believable, scalable, and commercially viable digital personas.
