Robot Image Architect

I direct how machines are seen.

Robot characters and AI films for brand campaigns, product launches and robotics companies.

A woman in purple denim seated beside a humanoid robot dressed in matching purple denim on a tram — Public presence / visual study

01

The idea

A robot arrives as a product. People meet it as a character.

For a brand, a robot can carry a campaign idea. For a robotics company, character and wardrobe shape a product’s public identity. I develop that visual language and direct it through AI images and film.

A stylist in pale pink pinning a jacket onto a humanoid robot outside a hotel entrance — Wardrobe as character design / AI visual study

02

Selected studies

Three AI visual studies exploring a robot’s character, setting and public presence.

Three robot mannequins in lilac, red and orange printed denim standing with Irina Raicu in blue denim on the red carpet of a vintage cinema lobby — A robot at the premiere

Character study

A humanoid robot in purple denim riding a tram beside a passenger wearing headphones — The public commute

World study

Silver humanoid robot posed as a fashion portrait — Silver presence

Image study

03

What I make

Campaign films, visual worlds and concepts, alongside independent character studies.

01

Campaign Film

AI films for brand campaigns and product launches. Concept, art direction and production, with duration and deliverables shaped around the brief.

A robot mannequin in a burgundy waistcoat and trousers standing beside Irina Raicu in a matching burgundy gown against a plain studio backdrop

02

Campaign World

Character, wardrobe and setting developed into campaign imagery, with agreed adaptations for each format and channel.

Irina Raicu and a robot mannequin in matching lilac printed tailoring walking a red carpet in a gilded theatre foyer

03

Concept Film

A short film to explore a campaign idea or character before full production. Concept and scope agreed around the brief.

Irina Raicu seated at a stone chess table in a city square opposite a grey humanoid figure in a tailored suit, pedestrians passing behind

04

Character studies

Independent AI studies exploring how robots might appear in everyday life. These are creative concepts, not demonstrations of physical robot capabilities.

Irina Raicu and a robot mannequin in patterned coats standing at a harbour fish market with a crowd and coloured wooden houses behind

04

The discipline

I develop visual references for the character, wardrobe and setting, then review generated frames for continuity. The studies below explore how those choices shape a recognisable presence across images and film.

Step 01

Define the character

Shape, surface and proportions establish the visual reference for each character.

A woman and a white mannequin seated together in a laundromat, both in pale blue — Laundromat

A white suited mannequin standing beside a woman seated on a hay bale — Hay field

A woman and a mannequin at a desert poolside in matching mint prints — Desert pool

Step 02

Wardrobe shapes the relationship

Shared materials, colour and silhouettes connect the human and robot. Clothing gives their relationship a visual language before the story begins.

A woman and a mannequin on pink steps in matching blue printed denim — Matching print

A woman and a mannequin in matching green print in a papered corridor — Matching print

A woman and a mannequin beside wine barrels in matching denim — Matching denim

Step 03

Place the character in the world

Location, light and social setting give each image its context. Recurring character and wardrobe choices connect the series.

A woman and a mannequin with a motorcycle on a red desert road — Desert road

A mannequin standing over a woman lying on white salt flats — Salt flats

A woman and a mannequin in a lit supermarket aisle — Supermarket

Step 04

Then it becomes a film

Character and wardrobe move into film through gesture, pacing and the relationship between shots.

Motion / matching print

Motion / desert pool

Motion / river

05

One character, thirty worlds.

An independent AI image series exploring a recurring human–robot pair across imagined locations, wardrobes and social settings. Each scene develops the relationship through clothing and context.

Two figures walking a red earth road between baobab trees, one pushing a bicycle — Madagascar / travelling series

A pair in printed dress and jacket against a blue washed wall as doves fly up — Chefchaouen / travelling series

Two figures crossing an orange dune under a hard sun — Namib / travelling series

A pair on banded red and ochre rock, one crouched to the ground — Vinicunca / travelling series

Two figures in denim standing in marsh grass with white horses behind them — Camargue / travelling series

A pair in orange and green sculptural coats on a crowded stone staircase — Opera steps / travelling series

Two figures seated on the roof of a safari vehicle above a valley — Safari / travelling series

A figure photographs another standing on a cliff above the ocean — Paracas / travelling series

A pair in denim tailoring walking a promenade under striped awnings — Riviera / travelling series

Two figures on terraced hillside steps in the Andes — Sacred Valley / travelling series

A pair in pale layered dresses at the edge of a salt lake — Salt lake / travelling series

Two figures seated with oranges against a green shuttered wall — Orange grove / travelling series

A pair standing in steam beside a hot spring, both in cream — Hot springs / travelling series

Two figures in red and printed coats on black volcanic rock by the sea — Tidal pools / travelling series

A pair seated on a picnic blanket in long grass with a city skyline behind — London / travelling series

A figure in cream reclines in grass beside a standing companion — Wildflowers / travelling series

Two figures in a bright supermarket aisle holding packets — Supermarket / travelling series

A pair beside a lit freezer cabinet, one holding flowers — Frozen aisle / travelling series

A figure in a printed gown with arms raised above a blue painted town — Blue city / travelling series

A figure serves lemons at a laid table to a seated companion — Lunch service / travelling series

06

Commission the work

Bring me the moment and the date.

I lead creative direction and AI production, bringing in collaborators as the project requires. I work alongside brand, agency and robotics teams.

01

Reveal

The first time the machine is seen by people who do not work on it.
02

Rollout

Campaign adaptations for agreed formats, channels and markets.
03

Public moment

Creative concepts for appearances, activations and exhibitions, developed with production partners.

What arrives

The brief sets the scope: concept, treatment, film, cutdowns or key art. Deliverables, revisions and usage are agreed before production.

01

Concept and world
02

Treatment
03

The film, shaped to the brief
04

Cutdowns and vertical versions
05

Key art

A robot mannequin styled for a Californian roadside setting

Humanoid robot standing on an open country road

A robot mannequin photographed on location in Spain

Irina Raicu in a pale pink coat adjusting the collar of a robot mannequin in matching pink tailoring on a palm-lined street

07

Creative lead

Irina Raicu is an artist and creative director working across fashion, film and character design.

Creator of Heart, an original robot character, Irina explores fashion as an emotional interface between humans and machines. Her work combines art direction and AI production.

Doctorate in AI, on deep learning in the financial-banking domain
Tommy Hilfiger AI Fashion Prize, 2023
Work presented at CVPR Art Gallery
Speaker at Cannes Lions, Harvard and London College of Fashion

08

FAQs

Do you build or engineer the robot?

My role is creative direction: character, wardrobe concepts, images and film. Engineering and physical implementation sit with specialist partners.

Do you work on real robots?

I can develop visual identity and campaign concepts around a robotics company’s platform. The AI studies shown here are creative explorations; any depiction of a real product needs the client’s technical review.

Who produces the work?

I lead creative direction and AI production, with collaborators brought in as needed. Live filming, fabrication, sound and usage are scoped for each project.

Can you work alongside our existing partners?

Yes. I can lead creative direction or contribute character, wardrobe and film concepts alongside your agency, production team or robotics specialists.

Motion