From concept and visual direction to final imagery —
using AI, studio photography or a hybrid approach. Including fully AI-generated campaigns with custom-created models aligned to brand visual codes.
A speculative fashion world built from handmade denim objects, original photography and artificial intelligence. Somewhere between archive, laboratory and museum, discarded material mutates into artefact — and artefact into life.
Handmade object. Photographed artefact. Artificial evolution.
Original Denim Sculptures & Textile Art — Serge Lion
I work as an Art & Creative Director and Photographer, developing both artistic and commercial visual work.
I work closely with creative teams, brands, and production specialists, building projects from concept to final image.
My background was formed in Ukraine, where for over a decade I worked across commercial, editorial, and artistic projects, building a studio and collaborating with teams on large-scale productions.
Today, based in Frankfurt, I continue developing this practice at the intersection of art direction, photography, and AI — using these tools to expand visual language and production possibilities.
I have a strong understanding of light and use it as a primary tool to shape form, define material, and control the perception of the image.
My work has been published in Vogue, Elle, Marie Claire, Cosmopolitan, Esquire, Forbes, Schön!, Kaltblut, and Men’s Health.
I collaborate with brands, agencies, and creative teams and I’m open to new projects and long-term collaborations.
To better understand your project, I kindly ask you to share
as many details as possible in your brief. Please include information about the idea, goals,
timeline and any visual references you may have.