Goodwill

Client
Goodwill

Company
Silverside AI

Role
AI Design Creative Director (Full-time)

Scope
Creative Direction and Concept Development

Year
2025

A New State of Find is a campaign for Goodwill brought to life through AI-driven storytelling and a bold visual system. As the AI Design Creative Director, I led concept development and created the campaign’s look and feel using generative AI as a creative support tool. The design system was then translated into motion through a collaborative production process—inviting shoppers to look beyond “just a store” and into a world where every item carries past lives, future stories, and endless possibilities.

Key Responsibilities:

• AI Design Creative Direction: Led the creative direction for AI-supported design, defining the visual style and ensuring the campaign look and feel stayed cohesive across deliverables.

• Concept Development: Developed the campaign concept and storytelling direction to capture the “magic of discovery” behind each item.

• Visual System Design: Built a scalable design system (typography, layouts, graphic language, and brand rules) to support multiple formats and placements.