DifferentGuys is a creative technology studio positioned at the intersection of creativity and technology.
We collaborate with brands to offer a distinct approach to creativity by placing technology at the heart of the creative process.
Developed in London. Crafted in İstanbul.
Delivered worldwide.
Meet
the Team
The creative team, led by Y. Erman Anıt and Ozan Ketenci, believes in the harmony between human intelligence and artificial intelligence.
The members of our team are creators and AI assistants who believe in the shared potential of technology and creativity.
I'm Yilmaz Erman, a creative professional with 15 years of experience working with global brands. I began my career as a Designer and progressed through roles as Art Director, Creative Group Head, and Creative Director.
Throughout this journey, I worked at international agencies such as TBWA/Istanbul, Grey Group, and MullenLowe. After eight years at DDB/Tribal Worldwide Istanbul, where I held my most recent role as Creative Director, I co-founded DifferentGuys, a London- and Istanbul-based company, in February 2025.
Throughout my career, I have developed advertising campaigns for a range of global and local brands, including Turkish Airlines, Unilever EMEA, HSBC, Canon, and Nike. I've contributed to over 100 commercial film projects across more than 10 countries, including Italy, South Africa, Dubai, the UK, and Hong Kong. I have also directed documentary-style films, most notably Turkish Cargo Mission Rescue, which garnered over 10 million views across social media and major media platforms, including CNN, BBC, and National Geographic.
During this period, I received awards from prestigious organizations, including Crystal Elma, Felis, and the Turkish Graphic Designers Association (GMK). I am a member of GMK and the Royal Society of Arts.
For the past four years, I have focused on exploring the potential of artificial intelligence technologies in the creative industry. As a creative partner with technology-driven ventures like Kling AI, Higgsfield, Hailuo ai, I develop innovative projects while leading DifferentGuys' projects in London and Istanbul.
I believe that the strong connection experienced creatives build with technology will shape the future of the industry.
Co-Founder / Creative Director
Yılmaz Erman Anıt
Co-Founder / Technology Director
Ozan Ketenci
I'm Ozan Ketenci, a Generative AI Strategist and co-founder of DifferentGuys in London and Istanbul. Since 2022, I've been deeply involved in developing generative AI solutions, focusing on large language models, prompt engineering, and image/video generation technologies.
My technical expertise includes working with different LLM frameworks, implementing RAG systems, and optimizing embedding technologies for document retrieval. In the image generation domain, I have specialized in model fine-tuning techniques and LoRA training to customize generative models for specific visual styles and domain-specific applications.
At DifferentGuys, which I co-founded with Yilmaz Erman Anit, our mission is to pioneer next-generation projects that leverage AI's computational power while preserving human creativity's nuanced expertise. We focus on creating solutions that treat AI as a creative partner rather than a replacement for human ingenuity.
I believe the future lies in creating meaningful synergies between human expertise and machine intelligence. I aim to democratize access to advanced AI technologies and empower individuals and organizations to address complex challenges with unprecedented creativity and efficiency.
We’re not alone!
The creative partnerships we develop are more than just tools: they think with us, create with us, and collectively shape creativity.
Say ''hello'' to find out how we can help.
Say ''hello'' to find out how we can help.
Looking to collaborate?