Invited by regular collaborator Mayda Creative Co. to contribute to Kitchen Situationship, a Plenty campaign with AMV BBDO. I worked on the food-based typography and transformed several shots into magic realism, pushing the everyday into the absurd. A kitchen flooded with coffee. A man standing inside a complete tornado of pasta. The brief was expressionistic rather than literal: let the environment carry the chaos, and let the mess become its own character.

Working on Kitchen Situationship really strengthened my philosophy about using AI in film and commercial workflows. The talking teabag was shot as a real little teabag with a mouth, sitting in the bin — but once you have that, what you can do with it in AI is endless. That's the principle: there needs to be a shoot, with real people, real art direction, and real lighting choices made by a great cinematographer. If you have those ground materials, AI can amplify the human choices made in pre-production and on set. The boundaries and the realism get locked in on the day.