S-iRena
JULY|2025 - Building an AI Brand Character
As part of my work at S-iR Creative Technology Studio, I designed and developed Sirena, a bespoke virtual human created to demonstrate how brands and studios can build consistent AI-powered digital identities.
Unlike one-off AI generated characters, Sirena was developed using a hybrid workflow that combined traditional 3D character creation with modern generative AI. I first designed her as a fully realised 3D character, carefully defining her facial features, proportions, and visual identity before using this foundation to train a consistent AI digital twin capable of generating high-quality imagery while maintaining the same recognisable appearance
This approach allowed Sirena to move seamlessly between CGI and AI workflows, giving the studio a reusable virtual asset that could be adapted for campaigns, concept development, marketing imagery, and future creative projects without needing to redesign the character each time.
My role covered the creative direction and character development process, ensuring Sirena was not simply an AI-generated face but a believable digital personality with a distinctive visual identity. By establishing the character in 3D first, we retained creative control over her design while benefiting from the speed and flexibility of AI image generation.
The project explored how hybrid production pipelines can combine the precision of CGI with the efficiency of generative AI, offering brands a new way to create scalable digital talent while maintaining consistency across multiple campaigns and platforms.
Sirena represents the evolving relationship between traditional 3D production and artificial intelligence, demonstrating how thoughtfully designed virtual humans can become long-term creative assets rather than disposable AI imagery.
