USM - AI Case Study I

As part of an internal case study, sooii explored how emerging AI workflows could extend the possibilities of traditional CGI and open up new forms of visual storytelling for long-standing clients such as USM.

Working as Lead Artist alongside our concept designer, I developed a series of inspirational images that place USM within the grand setting of a historic Italian palazzo, reinterpreted through contemporary furniture and styling. Built around the theme “Opposites Attract”, the series brings together classical Italian heritage and modern design minimalism, creating a visual language that feels timeless, refined and distinctly contemporary.