Generative production
Brands / Editorial
Ideas made
visible.
Creative direction and generative production for brands and editorial.
West Street Labs is the creative practice of Stas May. Generative visual development, image production, and hybrid workflows—from concept to finish.
Built on more than fifteen years in photography and filmmaking. That production craft shapes the direction, selection, and finish of new work.
New methods. Established craft.
Generative / Live-action
Selected work
01—04
The Row
Under
Armour
Directed visual environments across seven product lines, translating motion, material, and performance into campaign worlds.
Vogue
China
Capabilities
One practice / Four modesThe lab is part of the work.
Generative image studies exploring form, fabric, identity, and light. A space for developing a visual language alongside commissioned work.
These are visual studies. Process documentation and technical findings are not yet published.
Production craft,
expanded.
Stas May is the founder and Executive Creative Director of West Street Labs. His approach is built on more than fifteen years as a photographer and director in fashion and commercial production.
Today the practice is moving generative production forward: visual development, image-making, hybrid workflows, and practical guidance for creative teams. He leads the concept, visual language, and final standard.