H&M
I created this H&M campaign entirely in AI, building a series of films around a strange and very current paradox: Gen Z's drive for authenticity inside a world increasingly shaped and run by artificial intelligence. The films use AI to question AI, looking at creativity, identity, movement, and self-expression as the things that still make people feel human. I shaped the image to feel like it was shot on a Bolex 16mm camera: raw, forgiving, tactile, and analog rather than overly polished. For me, the campaign is less about technology as spectacle and more about the tension between the synthetic and the personal: where real feeling survives, and how a generation defines itself inside that tension.