THE STORY
I didn't adopt AI. I rebuilt my entire practice around it.
For six years, I ran traditional productions. Crews of 10-30. Locations across Europe and the Middle East. Commercial campaigns for food brands, hospitality groups, corporate clients. Edeka x Alba Berlin at the Uber Arena. A seven-day Land Rover shoot across Iceland. Visit Saudi with Beautiful Destinations. The reel was strong. The overhead was brutal.
In 2025, I made a deliberate decision: shut down the traditional model and rebuild from zero. Not because AI was trendy, but because I realized I could deliver stronger creative direction, faster, without the logistical drag of legacy production. One person. Full creative control. Campaign-grade output in days instead of months.
Today, I work as a fractional AI Creative Director for brands, from beauty and hospitality to automotive and product. I handle everything from concept and art direction to final deliverables. When a brief calls for a traditional shoot, I still shoot. The difference is I choose the production path that serves the work, not the one that inflates the budget.
Not an agency. Not a vendor. One creative director with a system that scales, and a track record that proves it works.
Max Osetskyy
Creative Director & Director of Photography
5+ years on commercial sets. Now I direct brand films and AI campaigns end-to-end: one person, full creative control.
Photo: Sebastian Th. Brune
Find me on YouTube
How I think about AI, clients and the craft, on camera.
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SELECTED WORK
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