The tools change.
The eye doesn't.
TYNC is the Amsterdam studio of Kuba Jekiel, an architect turned creative director.
I design and direct campaigns for brands like BMW Motorrad, Samsung and Philips Ambilight, leading the creative direction while working with agency partners, production teams and graphic designers.
I work at the frontier of the tools. Official artist partner of OpenAI and FLORA. Meta partner since the Spark days, now in the Horizon partner programme. Educational partner of Gravity Sketch, teaching XR design and AI to university students across the Netherlands.
Polish, based in Amsterdam for the last thirteen years. I work in English, speak Dutch, and I'm learning Spanish.
I teach what I ship.
The workflows in this deck are not a black box. I teach them: as a guest teacher at Academie van Bouwkunst Amsterdam, Filmacademie Amsterdam, Fontys Tilburg and Breitner Academie, and as a graduation mentor at the Academie van Bouwkunst, guiding students who want to step outside the conventional framework of the field and bring XR and AI into their work. Educational partner of Gravity Sketch. Workshops, lectures and full courses on AI-aided creation and immersive design.
I gave at the Breitner Academy in Amsterdam.
at Breitner Academy Amsterdam.
student, with her project MATRIX.
A new identity and a full product catalogue.
PROMIS was a household name, thirty-five years in home goods, garden equipment, and wooden toys, with a look frozen in time. We rebuilt it end to end: a new identity, palette, art direction, and brand voice, then a repeatable content system on top. The same models, interiors, and tone now run across e-commerce, social, packaging, and the video ads on Meta and Google. It all starts from a manufacturer pack shot. The client sends one, and gets finished content back.
In collaboration with brand identity partner: Julia Rajs
One product and a story around it
A 40-second film for Promis, scripted and produced end to end. I wrote the concept, designed the wooden-doll characters, created the audio, and built the miniature world the film lives in. The sandwich maker is the hero, but the film sells the feeling of a home, not the appliance on the shelf, appealing perfectly to the company's demographic.
From phone photos at home to a feature in Glamour.
Orilla was photographing its products at home with a phone. We built the brand identity, the product presentation and the catalogue on a level matching the craft of the pieces, with the visual identity co-created with designer Julia Rajs. As one of the results, the work was picked up by Glamour UK and the products are featured in several boutique online stores.
When the screen steals the show.
Hybrid production, blending the live footage with AI-generated video into a single campaign, highlighting the powerful features of the TVs and individual personalities of the athletes of FC Barcelona. Produced in collaboration with The Brand Father agency.
Branded and built from scratch
OSO's owner came to me with a concept for an izakaya combining spanish and asian cuisines without a name or much visual direction. Together with Julia Rajs, we built the brand identity, including the name, and I created the interior using AI as one of the design iteration tools, and made the visuals, mixing 3D and AI. Based on that we also produced the print materials such as menus and merch, and made the social media templates. Before the doors of the restaurant even opened for the first time, the whole brand was already in place, ready for promotion and ready for the guests.
From a voice note and a few photos, to a full series.
Back on Track is a promotional series for the Biathlon World Cup, hosted by a digital avatar of a legendary German biathlete. From a short voice recording and a handful of phone photos, we built the clone and ran the full production: concept, branding, and execution, with a visual style that holds across every episode. We scaled it across formats too, from full episodes to cutdowns, trailers, and social edits.
Designing a DJ
RetroSlang needed a face for the brand, not an ad. I designed DJ Retro from scratch in 3D and built a whole world and lore around him, then turned it into an ongoing animated series for YouTube and social. I turned various inspiration images from the client into a coherent crew and an environment around them, sustaining a constant, long-term production of content around DJ Retro.
A real DJ starring as DJ Retro.
I mixed AI motion control with the 3D-designed character and story scenes from across the retroslang universe, cut together into one little music video of a live-recorded set.
Playable worlds I designed and built for brands.
I translated brand identity into playable 3D space. The work pulled hundreds of thousands of visits, two German Brand Awards, and Forbes coverage.
Making the unbuilt look inevitable
Photoreal renders across multiple projects, from complex facades to interior detail, produced to present and sell the space before it's built.
An interactive landing page, built from generated assets.
I took an existing render as a base and created assets to build an interactive landing page, visualizing the project from the first sketch to the hyper-realistic close-up render. Reusable for a launch, publishing it on the website, or cutting it down for social.
Link ↗If you can brief it, I can make it.
The videos that earn the watch, made fast enough to keep the feed fed.
