Omar Karim 

AI Creative Director, Film Director and Image Maker, Keynote Speaker

MA - Iconoclast
SWE - Tinker Tailor



Thrilled to finally share a project that’s been close to my heart: the collaboration between Malibu Rum and Aries, where we dared to pioneer a new horizon in creativity and innovation.

Working closely with Aries’ in-house team, we embraced the challenge of combining AI-generated imagery, photography, and post-production in a brand-new way. This wasn’t just an exercise in technology; it was about pushing the boundaries of human creativity and AI’s generative possibilities.

Our unique approach allowed us to merge the best of both worlds: the expansive creative potential of AI with the human finesse and intuition that takes imagery to the next level. This synergy resulted in campaign assets that moved seamlessly between beach to street and captured the hyper-real spirit of an endless summer.

What we achieved together is more than a collection; it’s a manifesto for the future of creativity, a testament to the power of collaboration, and an invitation to shake off reality and celebrate what tastes good.

The limited-edition merchandise, ranging from £60 to £3,600, brings to life the fantasy of a blended past, remixed to create an ideal of an endless summer. Explore the collection at Aries’ flagship Soho store or online at for a limited time only.

A big thank you to everyone esp Sofia and everyone at Aries, involved in this groundbreaking partnership. Big up for embracing the unknown, pushing the limits, and setting new benchmarks in creative expression! Special thanks to Dot!

Creative Director - Sofia Prantera
AI Artist - Omar Karim
Photographer - Douglas Irvine
Design - Martin Wedderburn
Editor - Dario Vigorito
Agency - Exposure London

Selected Press:

Hackney, London.