AI Showcase
Project: Fish Tales • Creative Direction Concept
Contribution: Creative Direction, AI Imagery, Copy
A creative direction project developed with AI, exploring two concepts.
An ode to tuna. This project explores how far a product can be pushed beyond function into a bold, recognizable statement. From visual identity to tone and composition, the focus is on creating immediate impact through strong, stylized imagery.
Fish Tales is a purpose-driven brand focused on sustainable fishing. With a strong mission at its core, the challenge was to make tuna stand out more clearly in-store while staying true to its values.
Concept 01
TUNA WAS HERE • Modern Riso Punk
A bold, high-impact direction built around immediacy and presence. The message “TUNA WAS HERE” acts as a visual tag, direct, unapologetic and impossible to ignore. It turns tuna into a statement, leaving a mark rather than explaining itself.
Inspired by modern riso print (old school print technique), this direction uses halftone textures, oversized typography and rough, hand-made imperfections. The dripping elements add movement and raw energy, giving the visual a sense of urgency and attitude.
Concept 02
HAIL TO THE TUNA • Russian constructivism
A bold, high-impact direction built around immediacy and presence. The message “TUNA WAS HERE” acts as a visual tag, direct, unapologetic and impossible to ignore. It turns tuna into a statement, leaving a mark rather than explaining itself.
Inspired by modern riso print (old school print technique), this direction uses halftone textures, oversized typography and rough, hand-made imperfections. The dripping elements add movement and raw energy, giving the visual a sense of urgency and attitude.
Both concepts could work well in motion, with movement in text, color and image adding energy and making the message stronger and more playful.