Conceptual Designer & AI CreativeCulture · Systems · AI
Rotterdam · Netherlands
Conceptual Designer & AI Creative · Rotterdam
Make spacefor meaning.
I develop concepts and visual worlds for brands, campaigns and emerging experiences.
AI is a tool for research, direction and prototyping—never the idea itself.
Working together
Where I can move a brief forward.
- 01
Find the central idea
A brief has ambition, but no clear idea yet. I identify the tension and develop a concept the work can build on.
- 02
Give a campaign one world
Images, story and tone need to belong together. I set a direction that carries across films, visuals and experiences.
- 03
Make a possibility tangible
A new product or experience needs a form before it can be discussed. I develop visual studies and prototypes that expose the next decisions.
Proof / 01
Commissioned by Waterproof. Awarded by Techgrounds.
- Commissioned by
- Waterproof · 3-film series · 2025 ↗
- Recognition
- Hackathon winner · Techgrounds · 2025
- Education
- MFA Sandberg · BA Rietveld
- Practice
- Independent practice relaunched in 2020 · Rotterdam
Selected work / 02
Six cases. One practice.
A commissioned film series, independent character research, an awarded prototype, a product in production and two speculative proposals.
The Meaning Gap
Where does your brand’s meaning break?
Explore The Meaning Gap — a five-question strategic instrument. A starting point for discussion, based on a browser-only interpretation.
Explore The Meaning Gap ↗About / 03
The idea has to make everything else make sense.
I’m a Conceptual Designer & AI Creative working across design, culture and emerging technology.
My work starts in the moment before something becomes a campaign, image, object or experience. I ask what the tension is, what we are really trying to say and what the idea could become that it isn’t yet.
I develop the story, visual language and art direction around that idea, then test how it holds up as an image, object or experience. My background connects communication, culture and making. I have worked freelance at different stages since 2012, relaunching my independent practice in 2020.
AI is part of the process, but rarely the idea itself. I use it as a creative instrument to research, experiment and prototype while keeping context, authorship and judgement human.
Capabilities
- Creative strategy
- Concept development
- Speculative design
- Narrative design
- Art direction
- Visual identity
- Campaign concepts
- Editorial and film
- AI prototyping
Contact / 04
Have a role, brief or complex idea?
Let’s make space.
Open to creative roles, collaborations and projects where conceptual thinking meets experimentation and execution.
hello@tomtjonaloi.xyz ↗