As a freelance Creative Director, Brand Consultant, and AI Artist, Mirja Jacobs develops concepts, strategies, and visual worlds for international brands across fashion, beauty, and culture.
She is currently responsible for the creative direction of the HESS NATUR denim campaign, photographed by Sergi Pons - a project that unites sustainability, emotion, and modern naturalness within an authentic visual narrative. The campaign was created in Barcelona, the city where Mirja lived for several years and which continues to influence her work to this day – through its light, sensuality, and effortless ease.
Before becoming self-employed, Mirja Jacobs worked for over six years as a Creative Director at Select World, developing concepts and campaigns for international beauty and fashion brands, including Wella, Levi’s, Weleda, Douglas, and Camel Active. Prior to that, she spent four years at Donkey Communications, where she created distinctive brand campaigns for fashion clients. Since 2023, she has expanded her creative spectrum as an AI artist and visual storyteller, exploring how artificial intelligence can open up new forms of expression – without losing the human touch for beauty, emotion, and authenticity.
You shot the denim campaign for HESSNATUR in Barcelona - what was the creative idea behind it? Mirja: I lived in Barcelona for several years and can assemble an amazing team locally. The city offers guaranteed good weather and a wide variety of locations. Only the client and I need to travel – the rest of the team is based there.
What does sustainability mean to you in fashion communication – beyond typical green claims? Mirja: We aim to show everything in a natural yet modern and commercial way. We work with open, wide landscapes – and when shooting indoors, we focus on natural materials and warm colors.
How did you and photographer Sergi Pons develop the look & feel – conceptually in advance or intuitively on set? Mirja: I receive input from the brand and develop the look & feel based on that. Then I select the right photographer and build the team. So the concept is developed beforehand – but there should always be room for spontaneous ideas on set.
What was most important to you in the tone of the campaign – naturalness, modernity, authenticity? Mirja: Most clients want a mix of authenticity and modern commerciality. And everything that feels authentic automatically appears natural.
You also work as an AI artist, mainly in the beauty field. How has that changed your creative process? Mirja: I actually got into AI by accident. In 2023, a client started creating their own moodboards with Midjourney – that inspired me to start prompting myself, and I quickly became fascinated by it. Many of my projects are now created entirely with AI, and since this year I’m also represented by Kathrin Hohberg. What I love about AI is that, unlike in classic campaigns, I can create everything entirely on my own.
What role does emotion play in your work – especially in times driven by data, trends, and algorithms? Mirja: I work very intuitively and usually get a feeling for the brand quickly. Still, every project starts with input from data, insights, and learnings – understanding what has worked before, and what hasn’t.
If you had to describe your work in three words – which would they be? Mirja: Intuition, Responsibility & Creativity.
Attached you’ll also find her current showreel – for more information and additional work, visit mirjajacobs.com
