Every campaign starts with a world. Every frame sells the product inside it.

I art direct campaign imagery with AI, from sunlit Mediterranean editorial to conceptual still life. One clear idea, carried through every frame, with the product rendered true.

Catherine Asad · Art direction

Fashion · Beauty · Jewelry

Hand across a face wearing a hammered gold band and an amethyst ring, against gold — From Or, a fine jewelry study

Portfolio 2026

Selected work

01 JewelryILAYA Marea

02 FragranceUnmei

03 Fine jewelryOr

04 JewelryILAYA Casa Perla

05 EditorialClay Court

06 SleepwearMIETTE

01 Jewelry · ILAYA

ILAYA Marea

Baroque pearls, returned to the sea they came from.

A summer campaign for ILAYA, a baroque pearl and hand-finished gold label with Latin soul. Mariana, the gold sunburst, and the Suseth cuff go back to the water, joined by Rebecca and Amelia in the still lifes.

Model waist-deep in the sea wearing sunburst earrings and a pearl cuff

Model reclining on wet black rock in a rust swimsuit

Mariana and Suseth, worn

Hand holding a spiked shell, wearing a gold and baroque pearl cuff

Mariana and Suseth

Two hands holding a sunburst earring and a pearl cluster earring

Two sunburst earrings spilling from a conch shell on linen

Still life

Sunburst earring beside its own imprint in sand

Three pearl earrings on rust-coloured silk

Mariana, Amelia and Rebecca

02 Fragrance · Spec

Unmei

Red bean, aged tangerine peel and pu-erh, told through their raw materials.

An imagined launch for Unmei, OCO’s gourmand fragrance built on nostalgia. Creamy red bean, curls of dried peel and licorice become sculpture, skin and still life inside one warm blush world.

Self-initiated spec campaign. Not commissioned by or affiliated with OCO.

Unmei bottle close-up with ingredients inside the glass

Unmei bottle with a splash of water and red beans

Unmei bottle among red beans, cream and tangerine peel

Beauty portrait with red beans and cream sculpture

Beauty and product

03 Fine jewelry · Study

Or

Gold, pavé and one amethyst under hard studio light.

A studio study in fine jewelry: a pavé link cuff on twisted cable, bezel hoops, hammered gold bands and a single amethyst, lit hard against ochre and olive. The brief I set myself was simple. Every stone, setting and texture had to hold up at full crop, on the same face from the first frame to the last.

Independent study. Not commissioned.

Model resting her head on her arm, wearing a pavé cable cuff and hoop

Two gold rings, one pavé and one amethyst, on olive velvet

Model lying back with a pavé cuff on her raised arm

Close portrait with pavé ring, cuff and bezel hoop on ochre

04 Jewelry · ILAYA

ILAYA Casa Perla

Pearls for long Mediterranean afternoons.

Casa Perla is ILAYA’s own imagined house, where Latin soul meets Mediterranean light. Rebecca, Amelia and Mariana, worn the ILAYA way: unposed, sun on her skin, never performing for the camera.

Twisted olive tree on a stone island in a reflecting pool, framed by white arches over the sea

Whitewashed house with a wooden door and an old olive tree beside the path

White plaster bedroom opening onto a sea-view terrace

Carved stone bathtub beneath an arched window over the sea

The house

Model stepping through a terrace door with a trailing ivory scarf

Portrait under a white arch with an olive tree behind

Model seen from behind at the balustrade, pearl drop earrings

Model seated at the base of an olive tree inside a white arcade

ILAYA Casa Perla

05 Editorial · Study

Clay Court

A Riviera tennis afternoon in lace, silk and red clay.

It began as a posing brief on a tennis court. I took it into Chloé’s world: 1970s Riviera ease, lace and silk moving against the heat and grit of red clay.

Independent study inspired by Chloé. Not affiliated with or endorsed by Chloé.

Model lunging for a shot in a ruffled dress on a clay court

Model walking across the clay court in a green tiered dress

Model lounging in a court chair in a printed jumpsuit

Gold chain and leather belt detail on red clay

Clay Court

06 Sleepwear · Concept

MIETTE

Mornings are better in MIETTE.

An imagined sleepwear label for slow mornings: butter-yellow gauze, powder-blue lace and nowhere to be.

Self-initiated concept. MIETTE is a fictional brand.

Model in a blue nightdress sitting in a window seat

Model on the bed with a breakfast tray of strawberries

Model in a blue nightdress at an open wardrobe

Blue lace nightdress with yellow ribbon, holding a loose ribbon

Model in bed wearing a blue lace eye mask

Model hidden behind a newspaper reading Stay in bed

Mirror selfie blowing a kiss beside a lipstick heart

Close detail of yellow gauze ruffle and satin bow

In use: headline post, story frame, product detail

Catherine Asad, art director and founder of Cate Creative

From ILAYA Casa Perla: model in pearl cluster earrings and a white blouse

About

I’m Catherine Asad, an art director building campaign worlds with AI.

I art direct campaign imagery with AI, from sunlit Mediterranean editorial to conceptual still life. Each project starts with one clear idea, and I carry it through every frame, with the product rendered true.

I co-founded ILAYA, a handcrafted pearl jewelry label, so I make product imagery the way someone who has to sell it would. The pearls in Marea and Casa Perla are our own pieces.

ILAYA featured in

Vanity FairL’Officiel

Services

Ways to work together

For a single launch

Campaign Edit

One concept, one world, finished fast. Ideal for a new product, a drop or a seasonal refresh.

8–10 finished stills, sized for site, social and ads

For a collection

Full Campaign

The complete campaign, from creative direction to the last frame, built to carry a whole launch.

Concept and moodboard, 15–20 stills across product, beauty and editorial, 2 short vertical films

Ongoing

Monthly Content

A steady flow of on-brand imagery so your channels never go quiet between campaigns.

A set number of stills and short videos each month, planned around your calendar

Process

How a project runs

1BriefGoals, channels and the real product
2DirectionMoodboard, palette and casting for approval
3First framesA small set to lock the look
4Full setRefined together with your feedback
5DeliveryGraded, sized files and motion

On AI and usage. All imagery is created with AI tools under my creative direction and refined frame by frame, with products checked against the real piece. Work can be labeled as AI-generated on request, and usage rights are agreed in writing for each project.