The journey from web designer to GenAI Creative Lead. And why STIRMIND is more than a portfolio.
Who is Frederick Tadeo?
I started as a web designer in 2000. Four years in, I built something to frame the way I worked. I called it STIRMIND. That was 2004.
Not an AI creative. Not a GenAI Lead. A web designer figuring out how to make things look good on a screen and mean something to the person looking at it.
That is where STIRMIND began. Not as a trend. Not as a platform built to chase a wave. As a name for the way I worked. Deliberate. From concept to output.
Twenty years later, the tools changed completely. The instinct did not.
What is the experience behind STIRMIND?
I spent those years across Leo Burnett, Publicis Groupe, ARC Worldwide, and Masdar. Working across Emirates, Chevrolet, National Geographic, Ferrero, and others. Winning at Cannes Lions, Dubai Lynx, The FWA, MENA Cristal, and the Effies.
I was not collecting titles. I was building a way of working.
A way that survives tool changes. A way that survives trend cycles. A way built on creative judgment, not creative software.
What happened when GenAI arrived?
I did not stop at the trend. I did not debate whether it was a threat. I built with it. I documented it. I stress-tested it against real briefs, real clients, real deadlines.
What I found: AI done right is calmer. More controlled. More repeatable. It does not replace the thinking. It removes the chaos around it.
That is what STIRMIND is built on today.
What is STIRMIND?
STIRMIND is not a portfolio. It is not a domain name I registered and forgot about.
It is the platform where I document everything. The GenAI workflows. The creative breakdowns. The analysis behind the output. The decisions that turned a prompt into a final deliverable.
Every post here is a record of how GenAI creative work actually gets done. From idea to final output. By a creative who has been doing this since before the tools existed.
Mission: To document and share GenAI workflows, creative analysis, and AI craft for creatives, brand teams, and agencies who want to move from AI use to AI craft.
Vision: A world where creative teams work with AI through direction, prompting, and quality control. Not chaos. Not guesswork. Process.
Why should you subscribe to the STIRMIND newsletter?
Not hype. Not doom. The process.
If you are a creative, a brand team, or an agency that wants to understand how GenAI fits into real creative production, this is where I share it.
GenAI workflows. AI craft. Creative analysis. Posted almost every day.
Subscribe below. The work is the proof. STIRMIND is where I show it.
Frederick Tadeo · GenAI Creative Lead · Dubai · STIRMIND since 2004