I'm Louis Iruela, and AI creative and photographer based in Madrid.

I direct, produce, and deliver high-end visual work with the rigour of a traditional production pipeline.

Over 12 years, I worked across high-end editorial and commercial photography, lighting, casting, styling, and full production pipelines. That experience built a discipline around visual control, intentionality, and taste that most AI-generated work lacks.

That's the foundation everything here is built on.

Today, I lead AI visual production for brands and agencies. Campaigns, cinematic video, scalable content systems, and workflow consulting. The tools are different. The standards are the same.

I sit at the intersection of two worlds most people occupy separately: traditional creatives who understand production but can't adopt AI, and AI creators who understand tools but lack creative direction. That's the edge this studio operates from.

If you're looking for AI campaign production that functions like a real creative process, let's talk.