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

Creative Practice

Worlds for brands
and machines.

Original IP, campaigns, film and robot identity.

Selected work

Irina Raicu / Creative Director

I create original IP and direct visual worlds across fashion, film and emerging technology.

The practice spans character design, commercial campaigns, robot identity and the creative systems that take an idea from first frame to production.

01 / Original IP

Heart

A robot named for what machines don't have. Fashion is the emotional interface between people and machines.

Character system / 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 shape the character, wardrobe, gesture and world through which a machine enters culture.

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

New briefs / Collaborations / Roles

Build a world
with me.

Creative direction · Original IP · Robot identity · Commercial AI production

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