Campaign visual systems
Key visuals and full image sets for launches. The look gets locked in pre-production, so frame 40 matches frame 1.
Stills4:5 · 9:16 · 16:9Print
Directed like a shoot.
Campaign films and stills made with AI, by a photographer with 12 years on fashion and commercial sets. Madrid, working worldwide.
The studio
I spent 12 years on fashion and commercial sets. Now I direct films and stills with AI, and every frame is lit, cast and graded like a real shoot.
Madrid, working worldwide
12 years in fashion and commercial photography
English and Spanish
About Louis
Films
Recent films.
En Garde
Fencing, shot as a fashion editorial.
Ninety Minutes
The making of a surf editorial. None of it real.
’97
Nostalgia caught in the act.
The Commute
A slow ride through dead time.
All four are from Seven Cuts: one film a day for seven days, each in a different style.
Services
What the studio makes.
Cinematic film
Short films, spots and social cut-downs from 6 to 90 seconds. Written, cast, graded and cut in the studio.
Film16:9 · 9:16 · 2.39:1
BriefPre-productionGenerationCurationDelivery
Films · July to October 2026
Films
Shorts, fashion films and series, generated, graded and cut in the studio. Seven Cuts was one film a day for seven days, each in a different style.
Scroll to walk through
Stills room
Stills
Click any frame to open its series.
In focus: Lemento
50 mm · f/1.4
Stills
Stills
Click any frame to open its series.
Services
Stills and film.
Project or retainer, one process. Every project starts with pre-production, and the quote follows the scope.
Start a briefCampaign visual systems
Key visuals and full image sets for launches. The look gets locked in pre-production (casting, light, palette, product), so frame 40 matches frame 1 and the set holds across every channel.
Stills4:5 · 1:1 · 9:16 · 16:9Print
RecentAn AI lookbook for a fashion label
Cinematic film
Short films, spots and social cut-downs from 6 to 90 seconds. Written, cast, graded and cut in the studio, delivered as graded masters with cut-downs per platform.
Film16:9 · 9:16 · 2.39:1Graded masters
RecentA product film for a glass brand, social spots for a production company
Process
How a project runs.
The same order as a traditional shoot. Nothing gets generated until pre-production is approved.
- 1
Brief
Your brief, my questions, and references from both sides. We agree what the pictures have to do.
- 2
Pre-production
Concept, location, casting, light direction, palette, product and shot list. You sign it off before a frame is generated.
- 3
Generation
Many takes per shot, all inside the approved look. The volume stays in the studio.
- 4
Curation
The strongest frames get picked, refined, upscaled and graded. Grain and texture are finished by hand.
- 5
Delivery
Masters and cut-downs, packaged by channel and format, ready to traffic.
Two gates before anything ships
Gate 1It looks like it was shot on a real camera.
Gate 2It holds together as a set.
About
Louis Iruela
Photographer, based in Madrid. I still shoot, I still light sets, and I make campaign films and stills with AI.
Madrid, working worldwide
Landscape prints
Lighting and digital tech
English and Spanish
Three practices, side by side
Still a photographer.
Landscape
I still shoot for myself. Landscapes on location, printed and sold.
Ask about printsLight and capture
I still work on productions as a lighting and digital tech: light, tethered capture and colour on set. 12 years of fashion and commercial sets, and counting.
Films and stills
Campaign films and stills for brands, agencies and production companies, made with AI and held to the same standard as the shoot.
The tools are different. The standards are the same.
I'm on a real set every month. It keeps the generated work honest, down to how light falls off a face.
Studio rules
Five rules the studio works by.
- Light first. Everything else follows.
- Three excellent images beat thirty mediocre ones.
- A set holds together from frame 1 to frame 40.
- Pre-production gets signed off before anything is generated.
- If I wouldn't print it, it doesn't ship.
Credits
Recent credits.
- Social spots
- Wonder Studios
- Product film
- Craftmore
- AI lookbook
- Amellah
- Creative Partner
- DreaminaMagnific Creative HubFigma Weave
Tools
The kit.
- On set
- LightingDigital techAnalogue
- Generation
- MidjourneyDreaminaMagnific
- Finishing
- PhotoshopCapture OneDaVinci Resolve
- Systems
- Figma WeaveNotion
- Languages
- EnglishSpanish
Legal and privacy
Privacy note.
Who runs this site, and what happens to what you send through it. Last updated 9 October 2026.
Who runs this site
Louis Iruela, trading as Louis Iruela Studio. The same person is responsible for anything you send through the site. Legal notice under Spanish law (LSSI-CE):
- Holder
- Louis Iruela
- NIF
- ES14307724E
- Address
- C/ Cedro 8, portal 19, 28250 Torrelodones, Madrid, Spain
What I collect
Only what you type into the project brief: your name, email, company, role and your answers about the project. If you email me directly, I get whatever you put in the email.
The site sets no cookies and runs no analytics or ad trackers. While you fill in the brief, your answers are saved in your own browser so a reload doesn't lose them. They're cleared when you send the brief or press Start over. The stills room also remembers whether you picked Float or Grid.
Cloudflare, which hosts the site, processes IP addresses to deliver pages and block abuse.
Why
To reply to your brief, ask the questions I need and put a proposal together. You asked for that step, so the legal basis is pre-contractual (GDPR article 6(1)(b)). Your details never go on a mailing list, and they're never sold or shared for marketing.
Who else handles it
- Cloudflare, for hosting and security, and for passing the brief from the site to my inbox.
- Namecheap Private Email, the studio inbox, where the brief arrives.
- Google (Gmail), where the studio inbox is forwarded and answered.
- Notion, where I keep track of projects.
- Anthropic (Claude), the AI assistant I use for studio admin, such as keeping project notes.
Each one processes data for me under its own data processing terms. Some are based in the US, and those transfers rely on the EU-US Data Privacy Framework or standard contractual clauses.
How long I keep it
For as long as we're talking about the project, then up to 2 years in case it comes back around. If we work together, contracts and invoices stay for as long as Spanish tax law requires.
Your rights
You can ask to see, correct or delete your data, object to how it's used, limit it, or get a copy. Email hello@louisiruela.studio and I'll answer within a month. If you're not happy with the answer, you can complain to the Agencia Española de Protección de Datos at aepd.es.
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Out of frame.
This page doesn't exist, or it moved when the site was rebuilt.
Contact
Tell me what you're making.
hello@louisiruela.studio
Start a brief
Send the brief, a few references and your timeline. You'll get questions back before you get a quote. English or Spanish.
Booking from mid-November