Brand, product, and an AI pipeline that made the photo shoot unnecessary.
Brand, product, and an AI pipeline that lets a startup ship like a much bigger company.
Over nearly three years as Deako's sole creative, I directed every surface the company shows the world: the marketing site, the product renderings, the app, and the imagery and video. The biggest change was production. I built an AI pipeline that took over the lifestyle photography outright and put film within reach alongside the shoots the team still does, on a startup's timeline — and then rebuilt that pipeline from the ground up, so the work that used to be composited by hand now comes out of the generation step finished.
That's the photography. Video works differently: the team still shoots, and the generated films carry the cinematic stories a practical shoot can't reach.
Brand, site, app, and a full library of on-brand imagery and video, all shipping live today on deako.com and the Deako app. The call that made it work was deciding, per job, which tool earns its place: photography moved to AI outright, video did not. The team still shoots — AI covers the stories a practical shoot can't reach. Treating that as two decisions instead of one policy is why both hold up.
