Selected work

All

Art Direction

Product Design

Gen-AI

Design System

Motion

Flim Trend Report

Art Direction

Design System

Flim-ai

Art Direction

Design System

Motion

Gen-AI

Forward Festival

Gen-AI

Art Direction

INDAB

Product Design

Design System

RugiR

Art Direction

Motion

Kafi Games

Product Design

Specht Studio

Motion

Art Direction

WIP-0

Product Design

Design System

Flim's Playground

Art Direction

Motion

Flim.ai

Role — Lead Digital Art Director
Timeline — 2 years
Skills — Brand system, art direction, product, GenAI, team lead

Context

Flim is an AI-powered visual database: 1.5M references from films, music videos and ads. When I arrived, the promise was there but the structure wasn't. Everything changed every day, nothing was consolidated, in design, in business, or in positioning. And it had to carve out a place against sharper-structured competitors like Shotdeck, Eyecandy, Cosmos and Kive. My role was to bring order, and to senioritize the brand.

Task

Made the brand more mature: move Flim from a tool people use to a brand companies trust.
Restructured the positioning: strategy, storytelling, tone of voice
Built a design system: simple grids, dots, and their assemblies
Made AI features understandable across pop-ups, newsletters, video and comms
Built community around projects like the Trend Report
Designed all landing pages and managed external partners
Led a junior designer and ran product-facing work through Linear

Result

A coherent brand system that scales: the foundation for the landing pages (later extended by Toyfight), a full blog identity, two high-performing newsletters, and the launch surfaces for new features.

Contributed to strong audience growth: from 35K to 80K+ followers
Higher retention and a real community of image diggers
Flim positioned as a trend prescriber, beyond its features
A two-way loop with the product team: my explainer work guides how features ship, and their roadmap feeds back into the communication

Repositioning

Flim had the tech and the references. What it lacked was a brand that could hold at company scale. My job was to give a fast startup the structure it was missing.

One system, three pillars

The product was scattered. I built one visual system to make it readable: simple grids, dots, and their assemblies, organized around three pillars, Database, AI, Workflow. One system holding the tools, the landing pages and the visual language at once.

Built to hold

Type, a defined palette, a consistent grammar. Structured so anyone on the team can build on it and stay coherent.

A visual language of its own

Typography, motion, cut-cuts, playful détournement of images. Applied across product, decks and comms, so everything speaks the same way.

Making AI understandable

AI tools are only useful if people understand them. I vulgarize Flim's features across every channel: in-product pop-ups, newsletters, video, external communication. Turning complex capabilities into something anyone can pick up.

Making AI understandable

A content system that performs

A full blog identity, built to decline consistently across every article. Plus two newsletter formats, one on trends, one on tools, both feeding the blog, both performing on retentio

A content system that performs

A full blog identity, built to decline consistently across every article. Plus two newsletter formats, one on trends, one on tools, both feeding the blog, both performing on retentio

Launch surfaces

Pop-ups, feature explainers, launch moments. UI and UX work to push new features, measured on what I can read: retention and real performance, not declarative research.

Launch surfaces

Pop-ups, feature explainers, launch moments. UI and UX work to push new features, measured on what I can read: retention and real performance, not declarative research.

Onboarding

The flow that turns a new sign-up into an active user. Email by email, paired with a motion typology of in-product tooltips, guiding people from account creation to actually using the tool. Designed for activation and retention, measured on whether people come back.

Onboarding

From feature to community

Pop-ups, feature explainers, launch moments. UI and UX work to push new features, measured on what I can read: retention and real performance, not declarative research.

From feature to community

Pop-ups, feature explainers, launch moments. UI and UX work to push new features, measured on what I can read: retention and real performance, not declarative research.

Flim's Shop

A line of marketing objects built to federate the Flim community at every campaign launch. Designed pieces, not giveaways: high craft at low cost, built through détournement of familiar object codes reworked with Flim's grid and typography. A coherent family, each product a fresh declination of the same identity.

Flim's Shop

Leading the work

Beyond design, I run the operation: managing a junior designer, coordinating external partners, and structuring all product-facing work through Linear. Keeping a fast startup coherent as it ships.

Leading the work

Beyond design, I run the operation: managing a junior designer, coordinating external partners, and structuring all product-facing work through Linear. Keeping a fast startup coherent as it ships.

Extended, not replaced

The landing pages I structured were later extended by Toyfight, and we keep building on them as a structuring tool. The system holds and grows.

Extended, not replaced

The landing pages I structured were later extended by Toyfight, and we keep building on them as a structuring tool. The system holds and grows.

What I'd sharpen

take the measurement of brand impact further and evolve the system as the product develops

What I'd sharpen

take the measurement of brand impact further and evolve the system as the product develops