I am a Creative Specialist in Graphic Communication, focused on projects that tackle societal issues or contribute to enriching culture.

I believe that by listening to, and amplifying unheard voices, using a process of curiosity, innovation and research I can effect lasting change. I aim to spark and sustain change through an active process of collaboration and experimentation.

My practice is rooted in a conscious designMoss Bros Eco Suit
Creative Direction
methodology, always prioritising socially responsible practices over everything else.

Ztrezed Remixed

Generative Art


Album Artwork Generative Art

Album artwork for Tomorrow's Dawn Quartet, generated by underfeeding image upscaling software

Album artwork for Tomorrow's Dawn Quartet, generated by underfeeding image upscaling software.

Photo by Carlos Serrano



I believe to achieve the best results we need to continuously question and challenge our own assumptions, so I approach design by always staying curious and exploring without limits.

An example of this methodology is a study I carried out asking: how AI understands genetics? This project subverted the filter app FaceApp into an image generator rather than an editing tool. By feeding the software with minimum information it was forced to create autonomously by filling in the missing data.


Transitions of FaceApp generating faces through the application of random filters.


Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
The outcome was a series of photorealistic portraits featuring people who don't exist.


I then applied this approach of creating images by feeding AI with reduced information to a commercial project. Tomorrow’s Dawn Quartet, a band, asked me to create an artwork for their Zredzred Remixes. The album is a reinterpretation of their Desert album by other artists.


Tomorrow's Dawn Quartet - Deserts
Tomorrow's Dawn Quartet - Deserts
Original album artwork sliced into nine images and downsampled into 16-bit individual files.


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A post shared by Alfonso Cruz (@alfonso.cruz.lab)

Series of asbtractions generated by running the low resolution files through image upscaling AI.


Tomorrow’s Dawn Quartet - Desert
Tomorrow’s Dawn Quartet - Desert
Album artwork formed by the 9 abstractions.


More experiments at:
instagram.com/alfonso.cruz.lab