About
SWELL's dedicated AI division — intelligence built in.
S77.AI builds AI into every stage of brand creative — from content production and discoverability to bespoke tooling and strategic advisory. Not AI as a service. AI as infrastructure. Four pillars, one integrated practice: AI Content Studio, GEO & AEO, AI Labs, and AI Consultancy — for fashion, beauty, luxury, and lifestyle brands.
S77.AI launched in 2024 as SWELL's dedicated AI division, born from years of integrating AI tools into the agency's creative workflows. What started as internal R&D — using generative AI for previsualization, environment extension, and compositing — evolved into a four-pillar practice: AI Content Studio (private-model creative production), GEO & AEO (productized AI-search discoverability), AI Labs (bespoke brand tooling), and AI Consultancy (strategic advisory led by Tarik Malak). S77.AI's flagship platform, Ultra77, is in development — packaging these agency-tested tools into an accessible SaaS platform for creative agencies and brand teams.
Founder & CEO
Paris-born, Sorbonne-educated. Creative director and commercial/music-video filmmaker who also ships software and invests across cutting-edge tech — a combination that is effectively unique in the advertising and content industry. Malak founded SWELL in 2010 as a creative content studio for fashion and beauty, growing it into a full-service 360° agency. Over 15+ years he has directed campaigns, brand films, TV commercials, and editorial for Hermès, MCM, Michael Kors, Ralph Lauren, Drunk Elephant, Dunhill, Graff, and others — and directed music videos including work for Avicii. Practitioner's knowledge of how creative actually gets made, not an observer's. On the technology side, he directed the world's first beauty commercial shot using virtual-production techniques on Unreal Engine 5 — MCM's first fragrance launch. He works with real-time engines, VR, and virtual production as a director who has actually shot on them, not as a consultant. He is also founder of Right Trigger Entertainment, a video-game production company — so the game-engine fluency that underpins modern virtual production is native, not learned. He has been building with AI and LLMs since before it was cool — well before ChatGPT made generative AI mainstream. That lead time is why S77.AI was fast out of the gate with diffusion-era production tools while most agencies were still writing AI strategy decks, and why Ultra77 — the productized version of that work — is being built by someone who actually ships. Outside the agency, he is an active angel investor across fintech, healthtech, adtech, and crypto — consistently backing frontier technology. The thesis across every corner of his work is the same: get to the frontier early, learn it hands-on, and translate it into product for brands before the category catches up. He is also founder of Max HP Productions, SWELL's preferred production partner (separate LLC) — keeping senior-talent production and post inside a company he controls. Senior creative director who still directs, technologist who still ships, operator who still invests at the frontier. This is what stands behind S77.AI — and why Ultra77 is being built by the right hands.