BYD — Back to School

This campaign executes Back to School as a warm, human moment rather than a discount-led promotion. Using AI created imagery, the campaign embeds sales messaging within relatable, everyday stories.

I designed it as a cross-platform system for social feed, stories, short videos, gifs, and OOH. The work reflects the Benelux region’s community-driven, sustainable way of life. By moving beyond dated promotional tropes, the campaign positions BYD as a reliable, accessible partner in shared daily moments. Offering clarity and comfort at a time of return to routine.

Front view of a white BYD Seal electric car
A woman and a child sitting in a car, both looking at tablets and smiling.
A woman helping a young girl with a backpack outside a school building with children and parents nearby, with a blue BYD Seal 7 car in the foreground and promotional text about car pricing and service offers.
Advertisement billboard showing a family with children preparing to leave their house with a black SUV in the driveway. The billboard promotes car servicing with offers of 0% APR, up to €1,000 off, and 5 years free servicing. The text reads: 'ROUTINE READY, RIGHT?' and includes a disclaimer about availability and model restrictions.
An aerial view of a single silver car driving on a two-lane paved road through a countryside area with trees on the left and fields on the right.
A school building with students walking outside, a white car parked in the foreground, and a person with a backpack in the left foreground. Text overlay reads 'Put the fun in school run'.
A family is loading their car with sports equipment on a sunny day in a neighborhood with colorful houses. The father is holding a young child, the mother is putting soccer balls into the trunk, and another child is standing nearby.
A man is helping a young girl get into a car in a parking lot after school, with the text 'After School Pick Up Made Easy' overlaid in yellow.

Snowy Night

An experiment using 35mm photographs from my archives to turn mundane night scenes into a wintery wonderland as live moving post cards.

Space Cowboy

A music video

Using AI tools, Space Cowboy began as an intuitive response to the way emerging systems appear to think, reason, and imagine. The film functions both as a blueprint for a story world and as a meta-commentary on the process of creating it.

Leaning into archetypal storytelling and familiar tropes, the piece assembles fragments of myth, genre, and speculation to explore authorship, collaboration, and uncertainty in the age of machine-assisted creation. The result accompanies the treatment to imagine what storytelling might become when intuition is shared between human and machine.