Creative practice / 2026
Creative direction
Generative production
Brands / Editorial
Generative production
Brands / Editorial
Ideas made
visible.
Stas May / West Street Labs
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
02 / Campaign development
Under
Armour
Directed visual environments across seven product lines, translating motion, material, and performance into campaign worlds.
Creative direction / image systemsView project ↗
Vogue
China
Capabilities
One practice / Four modesWest Street LabsGenerative visual studies
Image-making / Ongoing research
The 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.
Study 01 / Form and fabricGenerative visual study
Study 02 / Identity and lightGenerative visual study
These are visual studies. Process documentation and technical findings are not yet published.
About the practice