AI-enhanced projects
AI has become a core part of how I create, not a replacement for the craft behind it. Over the past several years I've built and led AI-enabled content workflows — using Midjourney, Adobe Firefly and Qwen (Alibaba Cloud's model) — that tripled localisation efficiency and cut production timelines and costs across global campaigns, without diluting brand consistency or creative quality.
What makes that possible isn't just the tools themselves; it's twenty years of hands-on graphic design, art direction and video production experience underneath them. Prompt engineering is only as good as the eye directing it — knowing composition, typography, colour theory and edit rhythm is what turns AI output into something usable rather than something that needs fixing. I use AI to solve real constraints — tight budgets, thin resourcing, compressed deadlines — while treating it as one tool in a wider process: generating and curating at speed, then applying traditional design judgement to shape the result into work that still feels authored, not automated.
Alpha Games Website and promotional card game
HEROES & VILLAINS
A dark-mode website for Alpha Games that turns brand storytelling into a game. AI-generated heroes personify Alpha Games' services; villains embody the industry's toughest localisation challenges — giving the gaming community a narrative it recognises instead of a corporate pitch. The same characters were extended into a card game, a hands-on giveaway used at trade fairs that turns "what we do" into something visitors actually play through, making Alpha Games' solutions memorable long after the stand is packed away.
Alpha Games in ChinaJoy
CARMELLO: BRINGING AN AI-ENHANCED MASCOT TO LIFE
For Alpha Games' stand at the 2023 China Digital Entertainment Expo, the challenge was cutting through in a crowded, fast-moving market without relying on a big budget or heavy branding. The answer was Carmello — part-alien, part-chameleon — a mascot designed to build an emotional connection with a culturally distinct Chinese audience through play rather than logos or messaging.
Carmello's development moved through three distinct stages. Character concepts began as hand-drawn sketches in Illustrator, establishing the personality and silhouette. Those sketches were then taken into Blender to build out the character in three dimensions, giving Carmello real form and shape. From there, AI tools were used to refine and produce the final character, accelerating the process while keeping the design consistent across every touchpoint of the campaign — from stand graphics to the plushie-making activity that let visitors build their own Carmello out of Play-Doh.
The result: over 500 visitors engaged directly with the stand, generating strong follow-up leads and making it one of the most memorable activations at the expo — proof that a well-crafted mascot, brought to life through a blend of traditional illustration and AI-assisted production, can outperform a purely high-tech approach.
