RECYCLE. REIMAGINE. _____ Artistic Consulting & Concept Development for AI-Generated Video Content
Concept Development · Art Direction · AI Video Storytelling · Creative Consulting · Brand Narrative
UNKNW is a creative studio specializing in AI-generated video content.
In this collaboration, I provide artistic consulting and concept development, helping transform strategic message into cinematic, emotionally resonant story.
Through the fusion of AI technology and art direction, this work explores how innovation can enhance human storytelling and brand expression.
Artistic experiments
BRIEF
In my collaboration with UNKNW, I provide artistic consulting and conceptual development for AI-generated video content.
The goal is to shape a strong visual identity and craft innovative storytelling across marketing and promotional materials. I was leading the creation of short promotional videos concept, designed for social media distribution.
Each project begins with research and strategic insights, leading to the development of tailored concepts, narratives, and storyboards that reflect each brand’s voice and values.
I guide designers, sound producers, and AI artists to ensure the final outputs are visually cohesive and emotionally resonant.
GOAL
To create emotionally engaging and visually distinctive AI-generated films that align with each client’s brand narrative, proving that technology-driven storytelling can still be deeply human and meaningful.
Inspiration and identification of brand values and characteristics
ROLE
Concept Developer & Art Director Key
PROCESS
Research & Insight Mapping: I researched PepsiCo India to identify core values, priorities, and the most engaging storytelling angles.
Concept Pitch: I developed and presented the core concept to UNKNW’s leadership for alignment and greenlight.
Storyline Development: I wrote a clear narrative arc tailored for a short promotional film for social media.
Storyboard & AI Look-Dev: I built a storyboard using AI-generated reference frames, prompted and guided with specific design directions: tone, palette, framing, pacing.
AI Video Production (Iteration Loop): I collaborated with AI video designers as they assembled scenes according to the storyboard; providing them ongoing corrections, scene notes, and creative guidance to ensure coherence.
Sound Direction: I briefed the sound designer on mood, rhythm, and narrative beats; refined until the audio supported the emotional arc.
Graphic Package Direction: I Directed the graphic designer on titles, transitions, and brand alignment to ensure a cohesive visual identity.
Creating representational images
OVERALL THEME DIRECTION
I was asked to research PepsiCo India and uncover creative directions that could emotionally connect with the brand’s audience.
Through strategic exploration of PepsiCo’s values and initiatives, I identified key themes that define the brand’s vision - sustainability, recycling, and community engagement.
From these insights, I proposed a concept that transforms sustainability into a poetic, imaginative narrative: a world where recycling becomes an act of renewal and shared experience.
This idea evolved into the cinematic short film “Recycle. Reimagine.”, a dreamlike AI-generated story that reinterprets the life of a recycled bottle through fantasy and emotion, reflecting PepsiCo’s commitment to both the planet and its people.
Storyboarding and art direction
CHALLENGES
Working with AI tools added another layer of complexity - the generated visuals often appeared unnatural or inconsistent, requiring ongoing fine-tuning to maintain the poetic yet believable tone of the film.
In addition, ensuring visual alignment between my art direction and the AI designers’ interpretations proved to be an ongoing task. Designers sometimes explored their own stylistic directions or framing choices that didn’t complement the narrative or emotional intent.
I addressed this through clear creative communication, providing visual references, detailed feedback, and constructive guidance to help the team stay cohesive while still feeling creatively involved.
By combining flexibility with firm direction, I maintained the artistic integrity of the concept while navigating both human and technological variables in real time.
Artistic experiments
IMPACT
The final film transformed a corporate sustainability message into a visually poetic and emotionally resonant journey, successfully engaging Gen Z audiences through imagination and aesthetics.
It demonstrated how AI-generated storytelling can amplify brand communication without losing authenticity, blending technology and art direction to create a new kind of narrative experience.
Soft Skills in Action
Narrative Thinking: Turning strategic brand research into an engaging emotional story. Collaboration: Coordinating across AI artists, designers, and sound specialists.
Creative Problem-Solving: Navigating the technical and conceptual challenges of AI production.
Adaptability: Balancing experimentation and structure under evolving creative conditions.
Final product