The making of Bruce Ryder — where AI innovation meets creative originality, and storytelling isn’t just strategy, it’s soul.
Bruce Ryder is Australia’s first custom-designed, AI-generated brand ambassador of his kind — not another face in the feed, but a fully-formed character built from scratch, with purpose, personality, and a backstory that runs deeper than pixels.
Unlike the AI-generated influencers or trick-of-the-eye digital art flooding social platforms, Ducks Nuts Co never hid Bruce’s origins. We celebrated them. He was proudly introduced as the face of our retro body care line — a limited-edition run that sold out faster than we could say “loosen up.”
But something unexpected happened. Once Bruce was released into the world, he didn’t fade out with the final product drop. He took on a life of his own.
Bruce was conceptualised by Creative Director Emma Barbato (aka Miss Em) in collaboration with a global crew of AI designers, coders, and visual artists. Over months of intense model training, character refinement, and visual world-building, Bruce was born — not just as a marketing tool, but as a fully-developed persona. The process echoed the traditional storytelling methods of graphic novels and cinema: a protagonist with a moral compass, a narrative arc, and a larger-than-life lifestyle.
Bruce Ryder now exists at the intersection of storytelling and AI technology. He’s not just here to promote — he’s here to provoke, inspire, and entertain. And while his roots may lie in brand ambassadorship, what’s grown since is a creative force that’s redefining what’s possible in new media.
We’re proud to be pioneering this space in Australia— and even prouder to introduce you to Bruce Ryder: a new kind of entity, for a new kind of world.
