Thrilled to finally share what
Yash Garg and I have been quietly building over the past few months!
While working on
Microsoft Designer, I saw firsthand how generative models could open up entirely new ways of creating and yet, the process often felt one-directional, and not truly collaborative. The tension between creative agency and efficiency, and the question of what true human + AI collaboration could look like for modern creative teams, has been my obsession ever since.
This obsession & curiosity led us to build
Compose - a new gen creative workspace designed to make AI feel like an extension of your craft & imagination, and not a replacement.
Today marks our first public step in that direction through our collaboration with
Offroad Films for
Dove's Reclaim Your Curls campaign.
What made this pilot project special wasn’t just the output, but actually the process. Using
Compose, the team remixed their references, archives, and AI-generated variations to visualize multiple versions of the film before stepping onto set - a glimpse into the hybrid future of storytelling.
I still remember meeting
Khalil Bachooali in Mumbai a few months ago and spending hours discussing what the future of filmmaking and creative storytelling could look like. Should we think of AI as a replacement, or as an entirely new medium of storytelling?
As content becomes abundant (and often disposable), craft and voice will define what stands out. We believe every brand and storyteller will need to shape their own creative language -- one that feels intentional, textured, and unmistakably theirs.
We are a small team with experience across art, research, and engineering AI systems at scale, shaped by our time at
Microsoft,
Google, and the indie creative trenches. We are super grateful for the continued support from
Aditya Agarwal,
Ruchi Sanghvi,
Prateek Mehta,
Jonathan Brebner,
Evan Tana,
Soleio,
Ankit Chowdhary & rest of the amazing team at
South Park Commons!
If you lead a studio, agency, or brand exploring new creative workflows, I’d love to connect.
Link to ad:
https://lnkd.in/gweFjpAh
Link to Director's cut:
https://lnkd.in/g5Fr-WWp
Offroad Films on Instagram: "At its heart, advertising is about more than selling — it’s about shifting mindsets and touching lives. We feel deeply grateful to have had the chance to be part of that change. A story lovingly written by the brilliant @zenobia.pithawalla and brought to life with vision and soul by @jessicasadana . Production House: Offroad Films Executive Producer: @khalilbachooali D
Offroad Films on Instagram: "At its heart, advertising is about more than selling — it’s about shifting mindsets and touching lives. We feel deeply grateful to have had the chance to be part of that change. A story lovingly written by the brilliant @zenobia.pithawalla and brought to life with vision and soul by @jessicasadana . Production House: Offroad Films Executive Producer: @khalilbachooali D