Designing an event campaign with generative AI
“Attack of the AI Sprawl”: a movie-themed campaign for RSA 2026, applied across the booth, a truck wrap, a building projection, and street activation, with a cast of characters, trading cards, and merch.
From a film to a full experience
A fictional monster movie, “Attack of the AI Sprawl”, that turns the spread of AI into a story. The original concept and the campaign film, made with Google AI Studio, came from an outside agency.
Reco's marketing team led the campaign, and I was lead designer on it. Starting from the agency's concept and film, I designed the booth graphics, the stat card and its input fields, the merchandise and the street marketing. I also set the visual direction, so every piece looked like it came from the same movie.
A lot of what you see on this page started as a screenshot from the film. Much of what the event needed was never in the film, so I took screenshots of its scenes and characters and brought them into Google AI Studio. There I had it generate completely new scenes of those characters in new settings.
Those generated scenes became the t-shirts, posters, stickers, socks, guerrilla marketing assets, and booth graphics.
One story carried across every touchpoint: a booth staged as a movie set, arcade cabinets, a truck, a building projection, a street team, and collectibles people could take home.
What I designed
Everything shown here is my design except the film itself. The booth and everything in it was designed from scratch.
At the event
- The full booth, including every wall graphic
- The arcade wraps
- Screen loops for the booth displays
- The hero stat card and its input fields
- T-shirts, socks, and the rest of the merchandise
- Stickers for each hero and monster, generated in Google AI Studio from film screenshots and prepared for the vendor
- The comic book, working with the agency to find its style
Out in the world
- The Times Square tower display, built around the agency’s film and timed with Reco’s funding announcement just before RSA
- The Moscone Center projection
- The mobile billboard trucks
- Street team materials
Digital and sales
- Social posts and ads, from four templates scaled for each department, including ads for team members’ own profiles to tell their networks they were going to the event
- Social cuts of the film
- Sales one-pagers
Where it showed up
The film’s characters and art showed up on a Times Square tower, across the booth, and out on the street.
In Times Square
At the booth
The booth was staged as a movie set, with a marquee ticket booth, red curtains, and an arcade, so the film was something visitors could step into.
The arcade wraps
Two arcade cabinets, each wrapped in custom art from the film: front view and both sides.
On the street
The film’s art also went onto a mobile billboard, the Moscone Center at night, and a street team of walking billboards.
Take-home pieces from the film
Heroes and monsters
Four Reco Warriors battle four monsters, each one representing an AI.
