Designing an event campaign with generative AI
“Attack of the AI Sprawl” · RSA 2026 · Campaign & Experience Design
“Attack of the AI Sprawl” · RSA 2026 · Campaign & Experience Design
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.
As creative director and designer, I designed every item shown at RSA except the film itself. That includes the booth graphics, the stat card and its input fields, the merchandise and the street marketing. I also set the creative direction for the whole event, 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, a truck, a building projection, a street team, and collectibles people could take home.
The film’s characters and art showed up on a Times Square tower, across the booth, and out on the street.
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 film’s art also went onto a mobile billboard, the Moscone Center at night, and a street team of walking billboards.
Four Reco Warriors battle four monsters, each one representing an AI.
