18/05/2026
Most of you know me behind a camera. What you might not know is that I've been quietly experimenting with AI creation for the past 4 to 5 years. This is where that journey has brought me.
Never Hide is a 30-second Ray-Ban ad built entirely with AI. 12 characters from across the world, each caught in a private unrepeatable moment of being completely themselves. No camera, no set, no crew. Every frame, every sound, every cut generated from scratch.
Thank you to Fine Line and my partners Ilat Knayzeh and Said Halawi who supported me throughout this learning experience. This wasn't a side project. It was a serious investment in understanding where our industry is going.
AI won't replace the filmmaker's eye. But the filmmaker who understands AI will work in ways we haven't imagined yet. I'm just getting started.
Never Hide.