Panasonic China

Client
Panasonic China

Company
Silverside AI

Role
AI Design Creative Director (Full-time)

Scope
AI Creative Direction, Concept Development, Generative Look Development, Styleframes

Year
2025

When Panasonic China set out to launch THE ALPHA, its first AI-powered washing machine, the goal was to make the campaign as bold and AI-infused as the product itself. As AI Design Creative Director, I led concept development and AI-driven visual direction—using generative AI across the creative process to design a futuristic world, refine the visual language, and build high-end styleframes that translated into motion. With the product’s Porsche-inspired design as a key reference, the final work highlights both innovation and craftsmanship through cinematic storytelling.

Key Responsibilities:

• AI Design Creative Direction: Led AI-assisted visual direction, defining the overall look and cinematic tone of the campaign.

• Concept Development: Developed the concept and visual storytelling approach to position THE ALPHA as a premium AI product.

• Generative AI Worldbuilding: Created and refined futuristic environments, product worlds, and design motifs through generative AI exploration.

• Character / Fembot Development: Designed and developed the fembot concept through iterative AI exploration, with production-ready style consistency.

• Styleframes & Look Development: Produced high-end styleframes for key scenes to guide motion execution and maintain cohesive visual quality.

• Brand & Product Alignment: Ensured the design language elevated the premium nature of Panasonic and reflected Porsche-level product craftsmanship.