Sienna S.J. Son
Sienna S.J. Son

Creative Direction · AI · Brand

Where brand intelligence meets AI-native storytelling.

Sixteen years understanding how people discover, experience and buy brands, from Estée Lauder Companies and L'Oréal Luxe to Fendi and e-commerce leadership. Now I bring that understanding to how brands tell stories: AI-native creative direction, films and campaign worlds, for consumer brands and the AI companies building tools for them.

Now playing Gyeolbit Campaign film Luxury · brand world · visual poetry 2026

Selected work

Three films, three creative languages.

A satirical character story, a luxury brand world and a speculative history, each directed end to end with an AI pipeline. What they share is a point of view: a polished surface, and underneath it a person negotiating between what a system asks of them and who they are. Every frame was generated; every cut, grade and line of type was placed by hand. Sound on.

A gingerbread woman with pink hair and a pastel cloche hat sits alone on a steel bench in a dark grey chamber.
The Right Fit AI stop-motion short Satire · character · concept 3:35 16:9 · 3840×2160 2026

What happens when the world asks us to fit?

A gingerbread graduate, and a corporation that stamps every worker into the same mold.

The idea

An optimistic gingerbread graduate from Candy Land walks into a grey corporation that has one shape for everyone.

Creative direction

Cinematic Tactile Macro: hand-decorated gingerbread, with the camera close enough to read the crumb and the piped icing. Candy Land is warm; the corporation is flat, fluorescent and desaturated, and Ginger is the only colour in it. A world with rules: no metal in Candy Land, steel only in the corporation.

AI production

Made the way an animation studio works, not the way a prompt is typed. A written production canon set the materials and kept a registered cast of characters, locations and props consistent across twenty rounds of production; colour was judged by object-mask measurement, not by eye. Script, production design canon, prompt architecture, generation and edit.

A gingerbread girl reads in a pastel candy bedroom at night.
00:08 · Candy Land, night
The gingerbread girl rides a bicycle down a candy-lined road toward the city.
01:20 · Road to the city
The gingerbread girl sits at a grey office desk, holding her pastel hat.
02:40 · The corporation
A woman in a white tulle dress stands on a mist-covered lake at dawn, a Korean pavilion behind her among autumn trees.
Gyeolbit Campaign film Luxury · brand world · visual poetry 0:42 16:9 · 7680×4288 2026

What happens when we stop trying to fit, and let our own grain show?

The light that shows along a person's own grain.

The idea

Gyeolbit is a coined word: 결 (gyeol), the grain of silk, skin or water, and 빛 (bit), light. In a world increasingly shaped by sameness, the film treats beauty not as perfection but as the light that shows along someone's own grain: quieter than radiance, more delicate than aura.

Creative direction

Korean visual heritage × contemporary luxury × movement × light. Three locations carry one continuous light narrative, from a mist-locked pavilion lake at dawn, through a hanok interior in low sun, to a pink muhly field at dusk. A cast of women in sheer jeogori blouses, corset bodices and tulle move between them as if it were all one morning, their faces, hair and styling locked across every shot.

AI production

Concept development, visual direction, prompt architecture, image and video generation, edit and colour grade. Fabric was directed for slow motion, with the water and grass shots mastered at 120 fps.

A woman in a white tulle dress spins on the surface of a lake, water splashing at her feet.
00:09 · Lake, dawn
A woman reclines in a hanok room lit by low golden sun, a painted folding screen behind her.
00:16 · Hanok, low sun
Two women in pastel dresses walk through a pink muhly field at sunset.
00:34 · Pink muhly, dusk
Three women in gold and ivory gowns stand under a pine tree on a Korean mountainside at sunset.
Ba Concept film Culture · identity · emotional direction 3:00 16:9 · 7680×4288 2026

What happens when that identity finds its voice?

If Cleopatra, Queen Seondeok and Elizabeth I had been born now.

The idea

Ba borrows its name from the ancient Egyptian word for the part of the soul that can leave the body and return. Three queens wake inside an ink-wash painting and walk out into the present: Cleopatra at the United Nations, refusing once more to be paraded as anyone's trophy; Elizabeth I in Parliament, recalling the day she told an army she had the heart of a king; and Silla's Queen Seondeok, patron of one of the world's oldest surviving observatories, before a room of scientists, taking on the questions nobody funds.

Creative direction

History × the present tense × three faces held across three worlds. Each queen's identity is locked from the painting to the podium to the street, and the finale is staged on real ground: Gwanghwamun Square, under the statue of King Sejong.

AI production

Script, creative direction, prompt architecture, image and video generation, edit and composited Korean subtitles.

Cleopatra in Egyptian gold jewellery, in close-up, lit by warm sun.
01:18 · Cleopatra, United Nations
Elizabeth I in a navy suit with a lace collar speaks at a podium in a wood-panelled parliament.
01:44 · Elizabeth I, Parliament
Queen Seondeok in a golden Silla crown and lilac hanbok, looking out at sunset.
02:18 · Queen Seondeok, Silla

Background

Sixteen years of the digital consumer business, from almost every angle.

Digital analytics, then digital product and UX, then e-commerce and omnichannel, then marketing and PR. Before directing, I ran the numbers the creative had to move: sixteen years of e-commerce, digital analytics and performance marketing at Estée Lauder, L'Oréal Luxe, Fendi (LVMH) and Charles & Keith, client-side and consulting, in Korea and across APAC markets. Less a career switch than a convergence: data, commerce, luxury, brand and storytelling, now in one practice with AI. I have also lived in five countries, Korea, Hong Kong, Singapore, Australia and New Zealand, which is where the global sensibility comes from.

  • +371%Amazon US sales, year on year, Arocell (Sep 2026 MTD)
  • 90.3MTotal media reach from US PR placements and creator activations, Arocell
  • 3×Return on ad spend within three months, Charles & Keith
  • +33%B2C conversion rate, year on year, Charles & Keith
  • +60%Fendi.com revenue, year on year, with Google SEM and PMAX
  • +54.2%Conversion uplift from A/B and multivariate tests across five APAC markets, L'Oréal Luxe
  • 2026 – PresentArocell · SeoulSenior Manager, US Marketing & PRLead US marketing and PR: agency management, influencer partnerships, and paid and organic seeding. One influencer video reached 2M+ organic views; product selected for testing for the 2026 ELLE Future of Beauty Awards.
  • 2022 – 2024Charles & Keith · SeoulHead of E-commerceLed Korea e-commerce across D2C, digital performance and online merchandising, including analysis-led seasonal buying.
  • 2021 – 2022Fendi (LVMH) · SeoulE-commerce Manager, OmnichannelLed Fendi.com D2C and online merchandising, including analysis-led seasonal buying; built and managed the Client Advisor Hub team across stores.
  • 2019 – 2021Concentrix · SeoulManaging Consultant, Digital AnalyticsLed digital analytics consulting for major D2C clients, including Samsung and LG.
  • 2016 – 2019L'Oréal Luxe · Hong KongDigital Product / UX Manager, APAC Regional Luxe DigitalLed regional digital product and UX initiatives across China, Japan, Korea, Australia and Taiwan for Lancôme, YSL Beauty, Armani Beauty, Kiehl's and Shu Uemura.
  • 2011 – 2015The Estée Lauder Companies · Seoul / Hong KongDigital Analytics Lead, APAC Regional Corporate OnlineLed regional digital analytics across Estée Lauder, Clinique, Jo Malone London, Bobbi Brown, M·A·C, La Mer and Origins. Trained 30+ regional digital teams; promoted from the Korea team to the APAC regional team.
  • 2010 – 2011LG CNS · SeoulAssistant Manager, Digital ContentManaged digital content and smart-app projects for LG Electronics devices.
  • 2007 – 2009Gmarket · SeoulE-commerce Specialist, Service / Platform / StrategyManaged and scaled Gmarket's English-language e-commerce platform, growing revenue 1,000%+ year on year.

Credentials

  • MIT Sloan School of Management · Generative AI Business Sprint, 2024
  • Higgsfield · The AI Filmmaking Pipeline, certified
  • UNSW Sydney · BA, double major in Economics and Chinese
  • Harvard Extension School · Computer Science (Java), Multimedia

Languages

  • English · fluent, working language for US and APAC markets
  • Korean · native

Toolkit

HiggsfieldFlowSeedanceKlingNano Banana ProGPT Image (OpenAI)Astra (3D)ClaudeGoogle AdsGoogle Analytics

Markets

  • United States · Amazon, PR and creator seeding for a K-beauty brand
  • Korea and APAC · luxury beauty and fashion D2C across Korea and the wider region: China, Japan, Australia, Taiwan and Thailand

Services

What I do

For consumer brands, beauty and fashion first, and the agencies and in-house teams that serve them. And for AI companies that need a creative lead who has run the commercial side.

Film & motion

AI campaign films and motion

Launch films, product motion and social cutdowns in 16:9, 9:16 and 1:1, from concept to a graded master.

Stills

AI editorial and product imagery

Campaign stills, lookbooks and marketplace visuals with identity-preserved casting: the same face, hair and pose across every shot.

Direction

Creative direction for performance

Concepts built for where they run: Amazon, Google, Meta and email, in English and Korean, with the test-and-learn plan attached.

Systems

AI production systems for brand teams

Prompt libraries, style canons and asset registries, plus the workflow and training that let an in-house team run them.

Process

How a project runs

From business problem to brand strategy, creative concept, AI direction and execution, and back to the numbers. The same discipline that kept a gingerbread world consistent for twenty rounds, applied to a brand's.

  1. Brief and commercial frame

    What the asset has to do, where it runs, in which market, and what we will measure.

  2. World and cast

    Locations, characters, materials and palette written down as a canon before anything is generated.

  3. Prompt architecture

    A shot list, identity-preserving references, and edit prompts that name everything that must not change.

  4. Generate, judge, iterate

    One variable at a time. Colour and material judged by measurement, not by eye.

  5. Edit, grade, type, sound

    Composited lettering, a colour narrative, sound design, and cutdowns for each channel.

  6. Deliver and analyze the numbers

    Delivered to spec, then read against the channel data so the next round starts smarter.

Contact

Where brand intelligence meets creative imagination.

Powered by AI. Grounded in sixteen years across data, digital, commerce and global brands.

Open to senior in-house roles at the intersection of creative and AI, alongside select freelance and retained engagements. Based in Seoul (KST), working globally in English and Korean. Send a brief, a deck or a single sentence; I'll come back with a first take on the world, the idea and the plan.

Email siennason@gmail.com
Based in Seoul, KST (UTC+9)