I am a Creative Specialist in Graphic Communication, driven by the need to make a positive social impact.

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.

Image-making by Starving AI

Generative Art


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.

The result was a series of photorealistic portraits of people who don’t exist.

Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp
Subverting FaceApp

I also 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.

I remixed the previous artwork by slicing it into nine images and reworking them individually.

Tomorrow’s Dawn Quartet - Desert

First, I compressed each of these new images to 16-bit files, which were then run by an upscaling software that generated a series of abstractions.

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These worked individually but also formed the new album’s cover when brought back into the 3 x 3 grid.

Tomorrow’s Dawn Quartet - Desert
Tomorrow’s Dawn Quartet - Desert
More experiments at:
instagram.com/alfonso.cruz.lab