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2025 – Present

AstraZeneca

Internal design studio — brand web and GenAI for marketing. The work I’m proudest of is getting an AI brand character consistent enough to ship in market.

  • Role
    Multimedia Design Engineer · via Indegene
    Focus
    Brand web · GenAI characters
    Scope
    2025 – present · in-house studio, multi-market

AI brand character — consistency, not pretty gens

Generic prompting produced identity drift: same brief, different face, wardrobe, or vibe across scenes and markets. The job wasn’t “make an image.” It was kill drift until one character survived real marketing use.

My seat in the loop: taste + consistency pressure — prompt finetuning, failure modes, structured feedback to Adobe Firefly, selection across thousands of generations until one character was chosen for in-market work. I didn’t train weights from scratch; I made the model behave for brand.

Brand web — patch real systems

On brand sites I don’t pretend every page is a greenfield design system. Components already exist; the work is making them hold up under review, accessibility, and multi-market constraints — visual polish and component patching on live properties.

Some brands are public and fine to reference in conversation; Crestor redesign work stays off this page until it’s fair game. Happy to walk through specific properties over a call.

What I own in the room

  • GenAI character consistency loops with Adobe Firefly
  • Feedback quality that actually changes generations
  • Brand web visual + component work under pharma constraints
  • Shipping inside multi-stakeholder review — not solo mythmaking

Questions or more depth: hi@shrys.com.

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