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Ekaterina Gushchina
Brand Strategist & Creative Director
Getting more into imagery for brands — beyond AI, I also produce and creatively direct physical shoots for fashion and jewelry brands.
These are some of the images we created for pieces from a collection we dropped earlier this year.
Production is probably one of the most challenging parts of bringing a campaign to life. There’s a lot happening behind every final image — developing the concept, finding the right location and team, styling, lighting, shot planning, directing on set, and making sure every detail still feels true to the brand.
It’s a lot to take care of, but somehow it’s also the part I enjoy the most.
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Recent work for Lynyer Jewelry, AI product photography created for their ring collection.
The main goal here wasn’t to go overly creative or make AI itself the focus. It was to create strong, commercially appealing imagery that feels polished, premium, and believable within the brand’s visual world.
I’m currently open for Fall bookings. If you’re looking for a creative director who can take care of your brand’s visual direction, from developing the concepts to producing AI imagery and building a cohesive visual world — feel free to reach out.
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A concept campaign for a fashion visor, developed as a full creative direction exercise from brief through to final visuals and video. The brief: position a functional accessory as a premium fashion object without losing its utility.
The concept was developed using a hybrid production model, narrative and texture references built with AI tools (Seedance), combined with traditional creative direction of final campaign imagery. The approach demonstrates how AI can be used to develop and test creative concepts before committing to production budget.
The output includes a full campaign narrative, texture direction, and final campaign stills, all anchored in a clear point of view about what the product stands for and who it's for.
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Brand Identity for Hair Oil
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