Tommaso Siveri — Art Director + Creative Engineer

T.S

Who I am

Art director by training. Engineer by necessity.

I'm Tommaso Siveri. I spent years art-directing campaigns for retail brands and, in parallel, built the production system that ships them. The hybrid isn't a tagline. It's why I can execute your art direction without diluting it. A pure engineer would break your guidelines without realizing. A pure designer would re-interpret instead of executing. The same hand that understands creative is the one that ships it pixel-perfect. When you don't have creative direction in-house, I can wear that hat too: campaign concept, key visual design, in-store and window visuals, then routed through the same production engine.

Architecture Local kit engine · Sensitive brand data stays on-premise · Standard editable output

Base Grosseto, Italy · Working remotely worldwide

Languages Italian (native) · English (fluent)

What I do

One source for the entire visual experience of your retail network.

I take your art direction and produce the complete deployment package: brand-applied layouts, campaign visuals in every format, and the operational guide that tells each store how to roll it out. Pixel-perfect to your guidelines, at scale.

01 / One source

One source, every market.

A base campaign (six formats, the VM guide, the photo selection, the campaign overview) is around twenty hours of your team's time. Every market that re-adapts it adds four more: new copy, new prices, sometimes a different shot. From one source both collapse to a fraction of that, and the more markets you run, the wider the gap. That step is also where the campaign drifts: every market that rebuilds the file is a market that interprets it.

02 / Consistency

Pixel-perfect to your guidelines.

Your brand templates, your color decisions, your typography, executed identically across every market, every store, every campaign. No market re-interpreting the file on its own, no Adobe-version drift, no fonts going out of sync.

03 / AI Imagery

No shoot needed.

Commercial-grade campaign imagery generated on demand: for products you haven't shot yet, regions you haven't reached, or seasonal pushes that need new visuals fast. Your brand DNA across every frame, indistinguishable from a traditional commercial shoot.

04 / Privacy

Local engine, no data leak.

The kit engine runs fully on-premise: no cloud services, no network traffic at production time. Composition, layout, packaging, regional roll-outs all happen on local infrastructure. Sensitive client data (collection names, pricing, brand claims, unreleased product references) never leaves the environment because the engine has no way to send it anywhere. AI imagery is the one step that can involve an external model: it is optional, it runs separately, and it only ever works from the product references agreed for it.

Process

From campaign brief to store-ready kit in days, not weeks.

Brief

Campaign concept and product focus from your marketing or VM team. Single conversation, no agency triangulation.

Art direction in

Brand guidelines, campaign templates, layouts, color and material decisions: by default, all from your side and ingested as the production spec. No in-house creative team? I provide art direction as an add-on: campaign concept, key visual design, in-store and window visuals, designed to your brand DNA.

Production

The local engine takes your art direction and campaign imagery, supplied by you or AI-generated on your behalf when no shoot is on the table, and assembles pixel-perfect layouts, per-region adaptations, and print-ready packages in every format.

Deployment kit

Stores receive a complete operational guide: where to place each asset, how to set fixtures, how to compose windows. Roll-out, not interpretation.

Case study

BATA Brands SA — global footwear retailer: 4 of the group's brands, 70+ countries, 5,000+ stores.

A network this size runs into the same problem as every multi-market retailer: what is decided centrally gets rebuilt market by market, by different hands. What follows describes how my production model answers that. It is the standard service on any engagement, not a description of any client's files.

20h

What a base campaign costs a team by hand, before a single market localizes it.

What each additional market adds: new copy, new prices, sometimes a different shot. Multiply by your footprint.

Source file for every format, market and store type. Your designers stop re-adapting and go back to designing.

What ships in a standard kit

Visual design Print-ready PDFs Hi-res JPGs Web-optimized JPGs Full InDesign package KV Overview (single-PDF preview of the campaign) VM operational guide

Visual design (windows, fixture layouts, in-store applications) designed to the client's art direction and delivered alongside the production kit. The VM operational guide alone typically runs 40+ pages: the kind of artifact a Visual Merchandising team usually rebuilds from scratch every quarter, and one the system assembles as part of the kit. Every file is production-standard and fully editable, and every deliverable belongs to you: the kit and the files behind it are yours, the engine that produces them stays with me. Internal designers can iterate, print partners can fix bleed, regional teams can localize copy or swap a product at the last minute, without ever touching the system. The automation lives in the production layer, not in the deliverable.

And when no shoot is budgeted for a campaign, I can AI-generate the campaign imagery on your behalf: commercial-grade, art-directed, brand-consistent, indistinguishable from a traditional shoot. Then it goes through the same local kit engine. One more line gone from the production budget.

Read the full case study (PDF) →

AI Imagery · Sample visuals

Same direction, every category.

Eight AI-generated samples of the campaign imagery I produce: art-directed, brand-consistent visuals built from single product references, indistinguishable from a traditional commercial shoot. The same lighting language, palette, surfaces and mood translate across every category and product type. Consistency at scale, by design. Ready to be deployed as standalone photography, or to feed into a full kit production. The products shown are fictional references built for this demo; client work remains confidential under NDA.

AI-generated hero product shot of a cream and black sneaker on a raw limestone pedestal — 01 / Footwear Hero pedestal

AI-generated macro craft detail of the sneaker lacing, eyelets and nappa leather grain — 02 / Footwear Detail macro

AI-generated lifestyle waist-down shot with model seated on natural stone wearing wide-leg cream trousers and the sneaker — 03 / Footwear Lifestyle in-context

AI-generated full body walking editorial campaign shot: model wearing the cream and black sneaker against a limewashed beige wall — 04 / Footwear Editorial full-body

AI-generated hero product shot of a cream leather tote bag resting on a limestone step in a sunlit Mediterranean courtyard, soft golden hour light — 05 / Leather goods Hero on location

AI-generated seated editorial shot: model resting on limestone steps in a sunlit Mediterranean courtyard, cream tote bag at her side — 06 / Leather goods Seated editorial

AI-generated editorial beauty portrait: model holding a rectangular STUDIO 01 fragrance bottle near her face, soft natural light — 07 / Fragrance Editorial portrait

AI-generated close-up of a hand holding the frosted glass STUDIO 01 fragrance bottle against a warm neutral background — 08 / Fragrance Product in hand

Engage

Three ways to work together.

All engagement options are managed service: I run the production engine, you receive pixel-perfect deliverables. Bring your own art direction, or I provide it as add-on when you don't have it in-house. No software handover, no learning curve, no ongoing fees on your side.

Pilot

Pilot Campaign

One full campaign, end to end. Your art direction executed pixel-perfect, full deployment kit. The proof-of-concept before deciding the long-term setup. AI-generated imagery included on demand.

~1 campaign · Fixed fee

Start the conversation →

Most retained

Production Retainer

Monthly partnership. I become your in-store production arm: ongoing pixel-perfect execution of your brand templates, full deployment kit for every drop. AI-generated imagery on demand throughout.

Monthly · Custom scope

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Full-Service

Full-Service Retainer

Monthly partnership including visual design and art direction. When you don't have creative leadership in-house, I handle concept, key visual design, in-store and window visuals, then route everything through the same production engine. AI-generated imagery included on demand.

Monthly · Visual design + production

Start the conversation →

I built a system that produces the in-store visual campaigns of an entire retail network, pixel-perfect to your art direction.

Art director by training. Engineer by necessity.

One source for the entire visual experience of your retail network.

One source, every market.

Pixel-perfect to your guidelines.

No shoot needed.

Local engine, no data leak.

From campaign brief to store-ready kit in days, not weeks.

Brief

Art direction in

Production

Deployment kit

BATA Brands SA — global footwear retailer: 4 of the group's brands, 70+ countries, 5,000+ stores.

Same direction, every category.

Three ways to work together.

Pilot Campaign

Production Retainer

Full-Service Retainer

Currently accepting retail and agency clients.