Dr. Irina Raicu.

Creative direction & AI production

Films, campaigns
& characters.

Explore the work ↓
Tommy Hilfiger · Winning AI fashion design · 2023

Selected brands & collaborators

Brand work, agency collaborations and creative recognition.

MetaPublicis GroupeCotyGarminClarins ParisArmani/CasaL’Oréal GroupeTommy Hilfiger

Selected work

The projects.

From a single image
to a complete campaign world.

Lazeez Mayfair: A Mayfair reopening expressed through food, film and place.Lazeez MayfairCampaign · HospitalityClient work / London
Tahina: Making a food concept tangible before the doors open.TahinaBrand world · Food & hospitalityClient work / London
The Next Sequence: AI, quantum and synthetic biology, shaped into one film.Watch video ↗The Next SequenceLaunch film · Technology case studyClient work

An original character by Irina Raicu

Robots entering
our world.

Fashion, everyday gestures
and the wish to belong.

Heart wearing sculpted denim and a wide-brimmed hat

Meet Heart

Learning the things
humans never
think to explain.

What to wear. What to bring. When to share.

Heart explores fashion as an emotional interface between humans and machines. The next chapter is about what happens when the character steps into everyday life.

Explore the robot practice ↗

Heart: a recurring point of view.
Wardrobe and setting change. The character’s curiosity connects the stories.

Explore the robot practice ↗
Robot Image Architect ↗Fashion ↗Art ↗

Creative direction · Film · Campaign imagery

Have a project
in mind?

Commission a project, or bring me
into your creative team.

Let’s talk ↗
AlienAn original short by Irina Raicu
Project preview