~/the-story.md
A clothing label out of fashion school. A virtual influencer that somehow ended up in the magazines. Boardrooms, brand campaigns, and a decade of figuring it out in public. Here's how it all connects.
commit 4d20105 (ACT 01 · LONDON)
I went through London College of Fashion and came out the other side with Waviboy: an actual clothing label. Small drops, direct to the people who got it, everything learned by shipping. Fashion gave me the one skill that has never stopped paying: knowing why one image sells a jacket and a nearly identical image sells nothing.
commit 52127cd (ACT 02 · 2018)
I turned a gaming obsession into Lil Wavi: a virtual hypebeast with better fits than most humans, living in London, dressed by me. NYLON covered him. So did i-D and Dazed. Nobody called it AI back then, but that is exactly what it was: directing a synthetic character to a standard real magazines would print. I had a five year head start and did not know it yet.
commit 6f2d7fb (ACT 03 · THE BOARDROOMS)
Then the corporate detour: innovation strategy, helping global companies work out what new technology actually means for them. When AI broke through, that became the whole job. I stood in front of marketing teams and C-suites at brands like Pernod Ricard and translated the hype into decisions. Creatives ask whether AI work looks good. Boardrooms ask whether it is safe, consistent and repeatable. Almost nobody could answer both. That gap became my career.
commit b4e6f38 (ACT 04 · ALL IN)
When image models crossed the line from toy to tool, I recognised the job immediately, because I had already been doing it for years without the shortcut. The label gave me the eye. Lil Wavi gave me synthetic characters. Strategy gave me the language brands trust. I went all in and published everything I learned as @bywaviboy. 186,000 people followed on Instagram, another 40,000 on TikTok.
commit 149225b (ACT 05 · THE BUSINESS)
The content became two businesses. Waviboy Studio, an AI production house that has made work for Google Pixel and Adobe. And the AI Creative Residency, which has trained over 1,000 creatives across 37 countries, from total beginners to teams at Hugo Boss. At its peak the whole thing cleared half a million pounds a year, run from a laptop.
commit d72b13b (ACT 06 · 2026)
I built AIARTDIRECTION.COM to give the discipline its definition, its Slop Test and its first census. Certification runs in monthly cohorts. And I still post the breakdowns every day, because the eye only stays sharp in public.
WHAT I BELIEVE
ASKED CONSTANTLY
The AI art director, known as Waviboy. I run Waviboy Studio (Google Pixel, Adobe), the AI Creative Residency (1,000+ creatives, 37 countries), and AIARTDIRECTION.COM.
It started as my clothing label and grew into everything else: the @bywaviboy accounts, the Studio, the Residency. The name and the taste carried over from the fashion era.
Yes. Wolf Groom is the real name. Waviboy is the brand.
Lil Wavi in NYLON, i-D and Dazed. Campaigns for Google Pixel and Adobe. Training teams at Hugo Boss. And the Slop Test, which most creatives fail on their first try.
Campaigns and studio work: press@aiartdirection.com. Training: the AI Creative Residency. The free daily work: @bywaviboy.