Gegenüber — on the encounter layer between humans and AI systems.
COMING SOON · WORK IN PROGRESS
DESSIE
LAZAROFF
CREATIVE DIRECTOR · BRAND STRATEGIST · WRITER
WHAT I BELIEVE IN
Ask what a thing actually is beneath its assumed identity.
Rebuild from the answer.
Question the map.
Outdo yourself.
WHAT I DO
I launch things. Campaigns, publications, films, frameworks — built with mission-assembled capacity rather than standing departments.
Creative direction and brand strategy for aerospace, enterprise technology, and agencies: Dassault Falcon Jet, CreativeDrive, Havas, and a client list that runs from BMW to Coca-Cola. I authored an eighteen-article monthly magazine because a company needed one to exist. The pattern holds across a decade and a half: the thing gets built, the thing ships, the scaffolding comes down.
WHAT MY WORK LOOKS LIKE
Falcon 5X Teaser Campaign, Dassault Falcon Jet
WHAT I THINK
On SpaceX’s real moat — behavioral, territorial, and famously declared not to exist.
COMING SOON · WORK IN PROGRESSWHAT I KNOW
Generative AI as practice, not performance.
Comparative mythology as working material, not trivia — Sumerian, Minoan, Manichaean; Frazer and Campbell for the architecture, fiction for everything else.
Film — which is to say, story: the discipline every brand actually practices, whether it knows it or not. Also the original integrated production — many crafts, one command, one ship date. Screenplay to final cut.
Art history, theory, and criticism at the Sorbonne — Byzantine iconography; how the Fayum portrait became the icon. Fine art training — the foundation tech can’t source internally.
European science fiction.
The Bronze Age world — Anatolia, Mediterranean, Mesopotamia — and its collapse.
WHO I AM OTHERWISE
I paint in egg tempera. I’m translating a 1935 esoteric text on the Bogomils, a medieval dualist heresy. I write films.