Art director & brand designer
this is not
2024
- featured work
When AI knows exactly what sustainability looks like — that’s the problem.
Role: Concept & Design
Scope: Advertisement & creative concept
I participated in the ECO Interior Design 2024 competition at the Sign Print & Pack exhibit in Odense, Denmark. The brief was to design a sustainable reception area using AI. My approach was to challenge the very premise of the task. Greenwashing extends beyond empty promises — it also lives in the visual language that brands use to appear responsible. When sustainability becomes an aesthetic rather than an ethos, it risks turning into a design style rather than a genuine value. New technologies amplify that risk. AI makes it effortless to produce the visual clichés of “green design”: soft light, plants, natural textures — an algorithmic imitation of ethics.
My submission highlighted this tension. I used AI-generated imagery to expose how easily the idea of sustainability can be fabricated — how recognizable and formulaic “eco design” has become in the digital imagination. The result is a conceptual critique rather than a conventional design: a reception area that looks perfectly “sustainable,” yet is entirely artificial — a reminder of how quickly authenticity can be replaced by simulation.
