Advertising Creative Director
Directing AI Performance
Making Robots Feel Human
I took the concept behind the classic Monster.com Super Bowl commercial and brought it into the age of AI, with people sharing their thoughts on work and a rapidly changing future.
I directed each AI performance like a real actor, shaping tone, pacing, emotion, facial reactions and lip sync. Even the pauses and awkward moments are intentional.
The goal isn’t a perfect AI performance. It’s one that feels human.
Cast
Building an AI World
The National Limerick Society
Building this world meant treating it like a live-action production. I cast characters, scouted locations and considered everything from wardrobe and architecture to the afternoon light. Small details, imperfections and even a pale gyrfalcon helped make it feel lived in. Characters went through screen tests, not everyone made the cut, and there were plenty of happy accidents and hilarious bloopers along the way.
AI Bloopers
Creating AI Characters
Sush
The best AI characters need more than a look. They need a history, a voice and, apparently in my case, anger issues.
Meet Sush, a world-famous sushi roll rapper born into a Yakuza family. His dying mother made his Yakuza boss father promise to keep him out of organized crime.So his father put him in a rice cooker and set him out to sea. He was found by Colombian drug smugglers and eventually fell in with Tren de Aragua. Turns out, you can’t outrun destiny. Even in a rice cooker.
As Sush says, “The knife reflects the hand that holds it.”
Production is ongoing. There are clearly a few things to work through.
The Sush Story
Hip Rock Pop
An AI experiment disguised as a TikTok dance challenge with my daughter. I created Hip Rock Pop to explore how an original AI character could follow the movement, timing and choreography of a real dancer. Part hypebeast, part hip-hop historian and part AI fever dream, he loves Popeyes spicy chicken thighs, Hemis, Hellcats and pop dancin’. He became a fun way to test character consistency, motion and just how far I could push an AI performance.
