◆ New York City · Open to new work
PeteFermoselle
Creative Technologist
Concept, press-ready print production, retouching, AI animation, short-form ads, AR activations, sites and software.
Featured Work
AI generation, AR activation, compositing and image enhancement — six projects, each carried from the idea through to the finished deliverable.
Direct license
The Boondocks
AI photoshoot, composited apparel, and the model turn AI video rarely lands.
Read the case study →
Activation via BioWorld
BioWorld
AR filters for Walmart USA rollouts — 150,000+ downloads under 8MB.
Read the case study →
AI-driven Shopify drop
Bode — World Tour Drop
A full AI-driven apparel drop, generative shoot to storefront.
Read the case study →
AI re-render
Preme
Studio garment frames re-rendered as on-location lifestyle shots and animation.
Read the case study →
Ongoing vendor work
Isaac Morris LTD
Catalog retouching and generated model shots for Costco, Children’s Place and Sam’s Club.
Read the case study →
Co-founded brand
DeKryptic
AR-activated apparel and 50+ licensed properties, built on print-on-demand.
Read the case study →
Pre-Press & Production
Lead Retoucher and account rep on Dennis Publishing’s Maxim, Stuff and Blender.
Pre-press and proofing through to the full Adobe Suite. Frequency separation, composite, generative fill and colour grade — delivered at print-buyer tolerance.
Photoshop in action
Storyboarding
with AI
On my own time: take a flat product photo and build the ad around it — the place, the light, the idea, the motion. This is how a concept gets pitched before anyone commits a budget to it.
These are unsolicited concept pieces, not client work. No brand here commissioned or approved them — each one started from a photo and exists to show the thinking. All brands, logos and packaging remain the trademarks of their respective owners.
The whole workflow,
or any stage of it
I can take a project from concept through to the finished deliverable, or come in at a single stage — pre-press, retouching, the edit, the build — and work inside a pipeline that already exists.
What I can supply: press-ready CMYK, retouched stills, a cut and scored 30-second spot, an AR activation, an ecom site, an app.
Front of the workflow
Concept & Design
A reference, a rough, or a sentence. Art direction and design through to approved comps, with licensed characters held accurately on-model from the first frame.
- Illustrator · Photoshop
- Licensed-IP accuracy
- Design systems & layout
Print Production
Press-ready files, CMYK separations, trapping, bleed and imposition — prepared to print-buyer tolerance because that is the trade I came up in.
- Pre-press & separations
- Apparel, packaging, retail print
- Press checks & colour approval
Stills & Retouching
High-end retouching. Traditional frequency-separation work — texture and tone separated and corrected apart — plus composite, clean up, colour grade and extend, at catalogue and e-commerce volume without dropping tolerance.
- Frequency separation
- Composite & colour
- Generative fill & extension
Back of the workflow
The same idea, now moving, then interactive — and finally something a customer can buy.
Short-Form Edit
Short-form ads are the format I cut in. Flat stills become 15–45 seconds of motion — model photography that walks, fabric that moves, product that turns — then assembled, scored and graded into a finished spot.
- Runway · Kling · Hailuo
- Premiere · After Effects
- Social-first delivery
AR & Activation
Shipped AR activations for major licensed properties through BioWorld — the marker art, the 3D modelled in SketchUp, the rig, and the experience a customer actually points a phone at. Those ran on Meta Spark, which Meta has since retired; the same work now rolls out through TikTok Studio or WebAR.
- SketchUp · TikTok Studio · WebAR
- Meta Spark (platform retired)
- Retail & packaging tie-ins
Sites & Software
The site or app the campaign lands on. I write the spec and Claude writes the code — that is how BookingVana, a multi-tenant booking platform, went from nothing to running in production.
- Spec-driven builds
- Specified, reviewed, corrected
- Built with Claude, end to end
Shopify & Commerce
Running a store is the hands-on half: catalogue, product, collections, merchandising, and a direct-to-garment drop built out across three print platforms. The code underneath is spec-driven — a published app with OAuth, per-store webhooks and a theme app extension, and a custom theme of 24 bespoke sections over 35 shipped revisions.
- Store build & merchandising
- Admin API · webhooks · metafields
- Custom theme & app extension
Hands on
Tools I use myself, every day.
Spec-driven
What BookingVana runs on — 240,000 lines. I write the spec; Claude writes the code.
Licensed
properties
Part of 50+ IP licensing deals I negotiated as Director of Licensing at Virtual Threads / DeKryptic, 2017–2024. Properties remain the trademarks of their respective owners.
Activations via BioWorld
AR and AI activations produced for these properties through BioWorld.
Direct licenses
Licenses held directly at Virtual Threads / DeKryptic.
Selected clients
◆ 05 / Contact
Let’s design it, shoot it, retouch it, animate it, cut it, print it, activate it, build it, sell it
peterfermoselle@gmail.comOpen to creative technologist & production roles
Contract or full time