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Ai-Craft Overview 

Communication

  1. Parsons by the sea  
  2. Rimowa Olympics
  3. Heimstone Public Pool
  4. Historical monuments
  5. Raise Them Ready
  6. The 100k Initiative
  7. Telstra Rabbits
  8. OPSM Umpires
  9. Nestor Foods
  10. Do you love her?

Branding & Design

  1. Camp
  2. Vacay
  3. Soco
  4. Ercuis
  5. Frizzante Spectaculare
  6. Heimstone
  7. Le Clos
  8. Found
  9. Casa Kece  

Resume
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©Onur Kece

Resume


With a passion for creative innovation, I’ve become a leader in generative AI, helping FMCG and fashion brands stay culturally relevant in an era of rapid digital transformation. My approach isn’t about chasing AI for automation—it’s about using it to unlock strong, insight-driven ideas that connect brands with people in meaningful ways. By blending AI with human intuition, I help brands cut through the noise with storytelling that resonates, rather than just optimizes.

Beyond my work at The Refreshment Club, I serve as a Creative Advisor at MM, shaping AI-driven creative strategies, and consult global brands on how to use AI to enhance—not replace—real creativity. I’m also developing the School of Future Fundamentals, an initiative designed to empower executives in branding and communications with the tools, frameworks, and mindset to make the most of AI in their industry. Rather than focusing on automation, the school is built around real-world application, helping leaders harness AI for bigger, more human-centric ideas and smarter creative decisions.

I also mentor the next generation of talent through my roles at Instituto Marangoni, SCAD University, and Parsons Paris, ensuring that AI in branding is shaped by ideas first, technology second.
Board Roles

Advisory Board Member.
The New School Parsons Paris
At The New School Parsons Paris, I advise the Dean and the admissions team on enhancing the brand experiences for current and prospective students.

Experience Timeline
06. 2019 >
Founder & Creative Director 
The Refreshment Club ( therefreshment.club)

I serve as the Creative lead of The Refreshment Club. A creative agency driven by human ideation, strategic insights, and AI-enabled workflows. We harness cutting-edge technology to empower human creativity, delivering innovative and relevant solutions tailored for today’s dynamic landscape.


Projects include

 • Westfield, Sabonet Group, Hermes, Charlotte’s Web/Stanley Brothers, Maison Meta, Defender, Parsons Paris, BETC, Moet Hennessy and Danone, and Create ventures. 

Highlights 

  • Worked directly with VC’s and Founders across France and the US to create 7 brands in the segments of FMCG, Fashion and Luxury. 
  •  Repositioned century Luxury French heritage brands to appeal to new markets, increasing their revenue and business channels. 
  • Successfully aided in the funding and acquisition 2 brands through implementation of disruptive brand and innovative market positioning.

02. 2024 > 
Creative Advisor
Maison Meta
At Maison Meta, working closely with the founder, I developed and refined specialized workflows for integrating AI into the fashion and luxury sectors. Together, we crafted advanced, precision-focused processes that elevate the quality of campaign assets, designed specifically to meet the high standards of luxury fashion. Our approach blends technical expertise with creative nuance, ensuring that each campaign captures product details with exceptional accuracy and artistry. This optimized workflow not only enhances the efficiency of AI-driven content creation but also raises the bar for authenticity and depth in brand storytelling within luxury and fashion.

06. 2016 > 06. 2018
ECD International Business /  BETC

As a Creative Lead for Int. Accounts I managed; Danone/Nutriticia, Schneider Electric, and Westfield, I directly reported to the founding partner and Chief Creative Officer of the agency. My responsibilities encompassed overseeing and guiding creative teams across various domains, including digital comms, above-the-line advertising, and user experience design. A significant part of my role was in the execution of global strategies with local brand offices, partners and agencies. Additionally, I spearheaded pitches and frequently collaborated with sister agencies within the Havas Network, leveraging my leadership skills to foster a culture of innovation and excellence across multidisciplinary teams.


Highlights 

  •  Created the ‘Raise them Ready’ tagline and global platform for Aptamil - Danone baby food 
  • Developed the pitch winning brand platform, tagline ‘Come Together’ and launch campaign for Westfield. 
  • Responsible for executing and implementing Global brand platforms in local markets including China, UK, Saudi Arabia, Argentina and USA 
  • Brought on New York’s Homeless Shelter The Bowery Mission as an agency client.

2010 > 2015

Senior Creative Consultant
DDB (SYD), Y&R (SYD), Saatchi & Saatchi (NYC), BBH (NYC), BBDO (NYC)

In 2010 I took on a project to develop a beverage brand with Danone waters and during this time I had the opportunity to work as a  senior creative on a consultancy level with agencies in Australian and New York.


2006 > 2008

Art Director
BMF Advertising Sydney

2005 > 2006

Art Director
BWM Sydney
Languages
English - Native | French - Conversational B1 | Turkish - Fluent

My work has been featured in renowned publications such as Forbes, Vogue, Design Boom, Dwell, Onriqi, Tech Crunch, Les Echos, Bevnet, Business of Fashion, Fashion Network, Ad News, Campaign Brief, Journal Du Design, Living Corriere, Milk Magazine, Marie Claire, Strategies, Ad Forum, Best Ads on TV, Ads of the World, and Packaging of the World.
AWARDS

Effies, Cannes Lions, D&AD, Clio Awards, LIAA, MADC, The One Show, ADFEST, AWARD, World Star, and Zenith, Young Guns