Ashraf Khattab

Creative Director and Art Director with 20+ years of experience across advertising, digital design, UI/UX, editorial design and visual communication, now specializing in AI-assisted creative production and premium brand storytelling.

Combines Art

Direction judgment with modern generative AI workflows to develop campaign concepts, visual routes, storyboards, key visuals, social content systems, and film previsualization. Skilled at translating ideas into premium visual systems with control over composition, lighting, camera logic, character consistency, product accuracy, narrative pacing, and brand tone. Experienced in remote collaboration with international teams across the US, Europe, and the Middle East.

Brings a structured creative process shaped by design thinking and UX methodology: research, audience understanding, ideation, prototyping, testing, refinement, and final production. Uses AI not as a replacement for creative thinking, but as a production layer that accelerates exploration, improves consistency, and helps teams produce high-quality campaign assets faster without losing taste, emotion, or brand control.

Founder & AI-Assisted Art Director at WandTouch (2023-06 – Present)

• Lead concept-led visual storytelling projects combining Art Direction with AI-assisted production workflows for branded content, cinematic short-form films, and premium visual worlds.
• Develop concepts, scripts, mood directions, character systems, style frames, shot plans, storyboards, and campaign visual routes before production.
• Build controlled generative workflows for character consistency, camera logic, lighting, composition, product realism, and brand-safe visual output.
• Use AI as a translation layer for creative vision, directing the tool through references, iteration control, visual judgment, and final selection.
• Carry projects through image generation, video testing, compositing, editing, and final presentation.

Digital Creative Director at Designframe USA (2022-01 – 2023-05)

• Led creative direction across branding, digital, editorial, motion, and web projects for NGOs, medical, SaaS, and corporate clients.
• Directed a portfolio including 20+ websites, 15 annual reports, brochures, digital campaigns, and short motion pieces.
• Owned visual quality, client presentation, delivery discipline, and cross-functional collaboration with design, content, product, and development teams.
• Introduced AI-assisted production methods to improve creative exploration, visual iteration speed, and presentation development.
• Balanced brand strategy, UX thinking, and executional quality across fast-moving remote projects.

UI/UX Lead at Designframe USA (2019-01 – 2021-12)

• Led user-centered design across websites and digital products, shaping information architecture, wireframes, prototypes, interface systems, and design direction.
• Applied UX methodology to creative thinking: research, user needs, persona logic, journey structure, prototyping, testing, and refinement.
• Collaborated closely with product, engineering, content, and client teams to translate business requirements into usable, visually coherent digital experiences.

Art Director at Designframe USA (2013-01 – 2018-12)

• Defined visual direction for campaigns, digital assets, publications, and branded communication systems.
• Developed visual concepts, layouts, typography systems, mood directions, and presentation routes for client-facing work.
• Guided designers, presented creative work, and maintained quality across concept development, execution, and delivery.
• Built a long-term foundation in Art Direction judgment: composition, hierarchy, brand consistency, image selection, layout discipline, and storytelling.

Senior Web Designer at Designframe CORP (2007-08 – 2012-12)

• Designed and developed web interfaces, visual systems, and client-facing digital platforms.
• Worked across web design, front-end implementation, WordPress production, layout systems, and digital asset creation.
• Built the foundation for a long-term creative career across digital design, production discipline, and brand communication.