Dr. Irina Raicu.
A cast in denim and tailoring outside a modernist desert house at dusk

Creative Practice

Worlds for brands
and machines.

Art, fashion, film and original characters.

Selected work

Irina Raicu / Artist & Creative Director

I am an artist and creative director working across fashion, film and character design.

I create campaigns, films and original characters, exploring fashion as an emotional interface between humans and machines. My practice combines artistic experimentation, brand collaborations and AI production.

01 / Original IP

Heart

Heart is an original robot character I created to explore fashion as an emotional interface between humans and machines.

Original character / Fashion / Film

  • Character design
  • Fashion design
  • Visual identity
  • World building
  • Creative direction
Robot Image Architect
A woman and Heart in coordinated denim on a white ground
A woman in a sculpted denim look and wide brimmed hat
Heart in a constructed denim look and wide brimmed hat
A woman and Heart in pale denim walking down stone steps
Front, profile and back design views of Heart's head
Full-body material and proportion study for Heart

02 / Concept film

Alien

A woman and a machine follow the same path. Only one leaves a trace.

00:55 / Self-initiated

  • Concept
  • Film direction
  • Art direction
  • Fashion design
Alien concept film
A lone tree and figure moving through a lavender field

03 / Client

Tahina

A tactile brand world built through packaging, still life and appetite.

Brand world / London / 2024

  • Concept
  • Creative direction
  • AI direction
  • Production
View case study
Tahina packaging and food arranged as a complete product system
Open Tahina snack pack on linen

04 / Client

Lazeez Mayfair

A Mayfair reopening campaign shaped through food, film, packaging and place.

Hospitality / London

  • Creative direction
  • AI direction
  • Production
View case study
Lamb chops on an orange Lazeez Mayfair plate
Green mezze on a navy Lazeez Mayfair plate

05 / Client

The Next Sequence

A launch film giving deep technology a clear visual language.

Venture capital / 2024

  • Concept
  • Script
  • Film direction
  • Production
View case study
The Next Sequence launch film

06 / Discipline

Robot Image Architect

I develop robot characters and direct their wardrobe, visual identity and films for brands and robotics companies.

Robot character studies / Visual identity

  • Character
  • Wardrobe
  • Gesture
  • World
  • Film
Explore the practice
A woman fastening a tailored jacket on a humanoid character
A woman and a humanoid character in a supermarket editorial scene
A fashion cast of human and humanoid characters in a theatre foyer
A woman and a humanoid character with bicycles among baobabs

07 / Programme

Creative AI Accelerator

Two cohorts turning creative AI from isolated experiments into repeatable practice.

Cohorts / Creative production / Education

  • Programme design
  • Creative direction
  • Workflow design
  • Teaching
Creative AI Accelerator community, feedback and design-machine proof
A large node-based creative production pipeline
Reference discipline comparison from junk inputs to fixed references
Selected interview / 01Creative AI in practice Selected interview / 02Applied AI and creative production

08 / Award

Tommy Hilfiger

The winning design for the Tommy Hilfiger AI Fashion Prize.

Winner / 2023

  • Fashion design
  • AI direction
View project
The winning jacket from the Tommy Hilfiger AI Fashion Prize

Recognition / Press / Stages

Selected recognition

Forbes · Meta · Euronews · Jing Daily · Harper's Bazaar Art

Campaigns / Films / Collaborations

Build a world
with me.

Creative direction · Brand campaigns · Original characters · AI production

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