Salma Aboukar. AI Creative Director, currently building Qreates —
Seven years across creative direction, AI production and product — from freelance brand work to Google Labs, a Coca-Cola holiday campaign and a Super Bowl spot.
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Sep 2023 — Present
CEO & Founder · Qreates
London, United Kingdom
AI product photography studio for ecommerce brands: describe a shot, keep your look. Prompt-driven photoshoots with brand memory, variants at scale and edits in 3D. Qreates Studio+ was one of the tools behind Panasonic’s Porsche-designed product launch in China.
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Nov 2025 — Mar 2026
Artificial Intelligence Consultant · Google Labs
Google
Worked on video and photoshoot product initiatives, collaborating with cross-functional and technical teams to build a reliable creative asset pipeline. Contributed to the launch of the Pomelli photoshoot campaign.
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Aug 2025 — Mar 2026
AI Design Partner, Europe (in Residence) · Silverside AI
London · San Francisco
Led branded AI systems and visual pipelines for global campaigns, including Svedka’s Super Bowl ’26 campaign, Coca-Cola’s 2025 Holiday Caravans, Panasonic and Quay. Co-hosted Silverside’s first London creator event, Creating in the Age of AI.
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Nov 2025
Jury President, Integrated & Innovation · ADC’E Awards
Art Directors Club of Europe · Barcelona
Presided over the Integrated & Innovation jury at the ADCE Awards and spoke at the ADCE × The One Club Creative Summit on The Real AI Blueprint — how modern creative workflows produce world-class ads for global brands using AI.
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Jan 2019 — Sep 2023
Creative Director & Designer · Freelance
London, United Kingdom
Independent brand and campaign design for clients, bridging traditional design craft with early generative tools — the practice that became Qreates.
Juries & recognition
- ADC 105th Annual Awards — AI Visual Design juryThe One Club for Creativity · 2026
- ADCE 2025 — Jury President, Integrated & InnovationArt Directors Club of Europe · Barcelona
- Speaker — ADCE × The One Club Creative SummitThe Real AI Blueprint · 2025
Education
- LLB (Hons) LawCity, University of London · 2013 — 2016
Brands
Google Labs, Coca-Cola, Svedka, Panasonic, Quay — plus the ecommerce brands shooting with Qreates.
Press, podcasts, juries and stages — from Ad Age and Fast Company on the Veo 3 ads, to The One Club’s jury announcement and The Drum’s Gen AI outlook.
Press
Media MarketingAug 20255 AI marketing activations to know about right now
The IKEA and OATLY spec ads, cited as standout creative work showing how Veo 3 became a go-to tool for creators. Ad Age7 Aug 2025The top 5 AI marketing activations to know about right now
Garett Sloane’s roundup features the Veo 3 spec ads. He called them unique uses of the model: whimsical, with no dialogue, and nothing meme-y about them. Fast CompanyJul 2025This concept ad for IKEA shows that AI ads don’t have to be cringe
Names @Salmaaboukarr as the first to post it, on 19 July 2025. Over a million views and 11,000 likes on X, and 99,000 likes on one Instagram version. MediaPostJul 2025Google, others share how AI creates IKEA ad in seconds worth $100k
On the Veo 3 IKEA concept ad and the prompts behind it, picked up by Google’s Joseph Michael and recreated across the industry. LNGFRMJul 2025AI redefines advertising with viral IKEA concept
Over a million views on X and close to 100,000 likes on Instagram — and the step-by-step prompts shared openly. Biz BriefJul 2025Revolutionary AI creates $100K IKEA ad in seconds: insights from Google and industry leaders
It’s Better With AI2025How to make your own viral AI exploding-box ad in Veo 3
Credits @Salmaaboukarr as the original creator of the exploding-box trend, and reprints the IKEA prompt. The DrumDec 2024Gen AI 2025: 3D film sets to AI agents — what’s exciting Gen AI creators for the year ahead
Five predictions for 2025 with The Brandtech Group: AI video ads, static ads, movies, models and agents. Campaign USJul 2024The Brandtech Group launches a residency program for AI artists
Initha Selvakumar names you as one of three inaugural creators — a London-based generative AI product photographer — alongside James Gerde and Ryan Phillips.Podcasts & video
eCommerceFuel · Ep. 532May 2024Creating a new brand with AI in 60 minutes
With Andrew Youderian — building a complete brand identity with AI, and where Midjourney, DALL·E and Stable Diffusion each fit. Beyond the Prompt · Ep. 9Apr 2024Use AI for stunning (fast and cheap) product images
From ecommerce to AI-driven creative production, and the Midjourney → Magnific workflow behind photorealistic product shots. 39 minutes. Beyond the Prompt · YouTubeApr 2024Master AI-driven imagery: insights from Salma Aboukar
The video edition of the episode.Stages & juries
Bionic Awards Creator SummitMar 2026 · LondonHeadline speaker — Advertising & Art: collaborating with brands in AI workflows
Rich Mix, London, alongside Pinewood Studios, Uncommon and Adobe’s partners; hosted by The Standard’s Alex Pell. The One Club5 Feb 2026Art Directors Club names jury for the new ADC AI Visual Design category
Official announcement. You’re named as AI Design Partner, Silverside AI, London, for the inaugural Dreamina AI category at the ADC 105th Annual Awards. Also picked up by Media Update and Media Marketing. The One Show2026 · JuryCreative Use of AI jury
The One Club for Creativity. ADC 105th Annual Awards2026 · JuryAI Visual Design jury
Art Directors Club, The One Club for Creativity. Creating in the Age of AIFeb 2026 · LondonCo-host — Silverside AI’s first London creator event
Hosted with Johnny Rohrbach and PJ Pereira: keynotes and roundtables on AI creative work. ADCE × The One Club Creative SummitNov 2025 · BarcelonaSpeaker — The Real AI Blueprint
With Hernán (Misho) Aloise Llera: how modern creative workflows produce world-class ads for global brands using AI. Also Jury President, Integrated & Innovation, ADCE Awards 2025.
Salma Aboukar is an AI Creative Director with work including Google Labs, Coca-Cola, Panasonic and Super Bowl '26. She is currently building Qreates, an AI product photography studio for ecommerce brands.
Practice
Creative direction for brands working with generative image and video: styling, set design, product photography and ads — from spec experiments to shipped campaigns.
Point of view
“Taste is having a point of view, knowing what belongs, what doesn't, and when to stop adding things just because the tool can generate them. AI has lowered the barrier to creativity — but it cannot give you taste or build a recognisable identity for your brand. Your judgement matters more now.”
Now
Building Qreates: prompt-driven product photography with brand memory, variants at scale and edits in 3D.
Tools in current rotation: Midjourney, Veo 3, Seedance 2.5, Dreamina.