Generative AI Creative Bridging Entertainment, Advertising, and Real-World Production

David McElwaine is a multidisciplinary creative working at the intersection of generative AI, entertainment, and advertising. With three years of hands-on experience using AI for image and motion across music, documentary, and brand projects, he focuses on applying AI within real-world production environments, integrating it thoughtfully into creative workflows rather than treating it as a standalone novelty.

In 2025, he was selected for the Runway AI Selected Partners Program, reflecting his growing presence in the evolving field of AI-driven creative production.

Alongside his AI practice, David develops 360-degree concepts across entertainment and advertising, spanning out-of-home, digital, social, and video. As an art director, he brings clear creative direction and a strong understanding of how to build and maintain brand and identity systems across campaigns.

He is also an experienced communicator and collaborator, with a background in mentoring junior creatives, managing external vendors, and guiding projects from concept through execution. His work and creative excellence have been recognized by AICP, Art Directors Club, Communication Arts, D&AD, Promax/BDA, and The One Show.

Capabilities
Art Direction & Design / Gen AI Image & Video / Creative Direction / Brand Identity / Motion Graphics / Typography / Social Media / Team Building / Photo, Video, Production

AI Creator｜AI & Design

I provide a wide range of creative services, including the production of AI-driven promotional videos and strategic planning support at the pre-production stage for advertising projects, leveraging generative AI technologies.

Based in Tokyo, I draw on extensive experience in storytelling and design cultivated within the advertising and digital media industries. I offer end-to-end creative production using AI video, AI animation, and AI-generated music, delivering cohesive and high-quality outputs throughout the entire process.

I also have a strong track record in supporting the early planning stages of print media projects—such as newspaper and magazine advertisements, flyers, and posters—through rough concept development, design exploration, and visual direction proposals. From initial advertising concepts to structural and narrative design, I provide comprehensive creative support across both video and non-video domains.

Runner-up, 4th AI Art Grand Prix
Official Selection / Screening, AI Japan International Film Festival

AI Artist | Creative Partner with Leading AI Tools | VFX Prompt Designer

I’m Minouche Hijkoop (Netherlands), founder of Shine by Nous and co-founder of PHI with Kasamacura (Japan).
I specialize in AI-driven cinematic identity—designing visual language, emotional arcs, and narrative clarity for films, branded stories, and creative teams.

As an Adobe Firefly Ambassador and partner with 18+ leading AI platforms (Runway, Kling, Haulio, Higgsfield, Wonder Studios, Shaike),
I help directors and studios turn fragmented ideas into bold, expressive visual identities.

I don’t produce generic AI output.
I build story-driven worlds, character systems, and cinematic signatures that feel unmistakably alive.

Focus:
• AI cinematics & visual identity
• expressive character direction
• narrative clarity & stylistic cohesion

If you’re exploring new pipelines or shaping the next wave of filmmaking,
I’d love to collaborate on visual development, AI-driven storytelling, and identity-powered motion worlds.

Official Selection — AI Film Awards Cannes 2025 (short film)
Finalist — Bali International AI Film Festival 2025 (short film)

AI Creator

By merging the technology of AI with human sensibility, we constantly explore new forms of expression.
From photorealistic textures and the elegance of anime to the individuality of character design and the warmth of illustration, we freely express a wide range of styles.
By layering the client’s vision and worldview with the precision of AI, we aim to capture emotions and values that cannot be conveyed through words, transforming them into the most effective visuals.
We believe this is the extraordinary power born when AI and the human hand come together.

Graphic & Web Design AI Creative

Experience with Generative AI

I utilize a wide range of generative AI tools such as ChatGPT, Claude 3, Midjourney, and Runway to support creative production and data analysis. This enables me to deliver high-quality outputs quickly, tailored to each client’s needs, while creating new value through the power of AI technology.

Fusion of Design Skills and AI

I specialize in creative production that combines strong design skills using tools like Illustrator, Photoshop, Figma, and Canva with the power of generative AI. By refining AI-generated content into effective visual designs, I can provide impactful and compelling creative proposals that resonate with clients.

Integration of Digital Marketing and AI

Drawing on my experience in marketing teams, I develop and execute digital marketing strategies enhanced by generative AI. By leveraging AI-generated data and content, I optimize marketing performance and improve overall campaign effectiveness.

Prompt Engineering and Optimization

With deep expertise in prompt design—the key to successful AI generation—I craft precise and effective prompts that produce high-quality content. This approach maximizes the potential of AI tools and drives creative projects to success. Through the combination of AI technology, design, and writing skills, I aim to contribute to innovative, future-oriented projects.