UMBI — AI Fashion Campaign

This project challenged my understanding of creative direction in an AI-assisted workflow. Rather than replacing traditional design thinking, AI became another production tool that allowed me to focus on storytelling, visual consistency, and brand identity. The experience reinforced the importance of creative judgment, knowing what to generate, what to refine, and what to discard as much as the technology itself. This reflects a broader shift in fashion campaigns, where AI is increasingly valuable when guided by strong human creative direction rather than used as a replacement for it.