I am a marketeer by education and started my creative journey by creating visuals for my own marketing materials faster than the design team could deliver. Over time, this became my focus, and I found real joy in it. When AI entered the picture, the process became even faster, more creative, and more insightful. Right now, my work is about 60 percent creative direction and 40 percent marketing, and both areas influence each other in a meaningful way. I work with clients around the world and am currently based in San Francisco, at the heart of the tech startup scene.
Artists of the 1860s and 1870s created a fresh artistic approach that opposed the rigid artistic standards that dominated during that period. The artists believed that art needed to move beyond its function as a reflection because it should express the artist’s individual experiences and intellectual and emotional perspectives. The development of an intellectual mindset resulted in what we identify as the modern art movement. The period of artistic innovation and experimentation known as modern art existed as a continuous development throughout the 1860s until the 1970s.
Everything starts with an idea, and each idea requires a different toolset. I use trained neuromarketing agents to explore emotional triggers and pain points. Then I turn to Krea or Hedra for image generation, and Krea or Freepik for upscaling. Photoshop comes in to polish the images or add real product elements. Most of my videos are generated with Kling, upscaled in Topaz if needed, and edited with CapCut or Adobe Premiere Pro. The final step is usually Adobe Express to prepare everything for social media. Knowing where to begin and which tool serves what purpose is key in my workflow.
After many experiments, I developed a style that feels like mine. Clean, minimalistic, but bold. I believe less is more. As of now I use only a few models that can generate a clean white background without the need for post-editing. However, I still test everything by running the same prompt across 10 to 18 models and selecting the best results. One post might include results from seven different tools, but Photoshop and my direction bring everything into one cohesive look. My ideas often start from product needs or brand voice. I also stay aware of upcoming trends to stay ahead. I revisit tools often because models evolve daily. What didn’t work yesterday may surprise today. I also post visual tests without labeling the models. Based on neuromarketing studies, people often prefer results that don’t align with their stated brand preferences. At the moment, the only easily recognizable model might be the one from ChatGPT.
Thank you for this question. I believe consistency is tied to personality, morals, and ethics. I care deeply about ethics in both life and work. Visual consistency reflects the vision I choose and why clients trust me completely to shape their brand voice. Every project I create as if it were my own. With my neuromarketing background, I adjust each visual to resonate with the specific needs and behavior of its target audience.
My favorite color is white and I’ve always loved minimalism. Paired with a bit of OCD, I honestly had no other choice. At some point, I became fascinated with Mr. Doodle’s work, especially how he starts from a blank white room or canvas. That strong white space always caught my eye. Since most online shops feature products on white backgrounds, I did research and it turned out to be both a personal and professional win.
Inspiration for me is less about what I see and more about how it makes me feel.
My incredible flower expert Anastasia Butrym. Together, we were invited to exhibit at Designmonat Graz. That was a milestone I’m grateful to have shared. I still wonder how she does what she does.
Yes, and I’ve learned that the key is trust. I do not accept projects where I feel my voice would be diluted. It’s always a conversation, not a compromise.
Due to the nature of my work, NDAs are standard. So I’ll say I’m already lucky to be working with brands I admire. However, a creative collaboration with OpenAI or Google would still be a dream for me.
Several of my posts were intentionally created to provoke thought or trigger discomfort. They are meant to stop the scroll and make you look twice. These visuals go beyond aesthetics. They challenge how we emotionally engage with digital content. I fully stand behind every piece I publish, nothing is accidental. It’s a conscious decision to use art as a tool for reflection, even if it feels unsettling.
