Trust What You Create,
Adobe Firefly is one of the most trusted names in AI generation, but what many don’t know that its foundation of trust is powered by IBM’s watsonx. So we took over the Adobe summit and made sure that message swam right into the hearts of attendees. We also turned the Vegas Sphere into a giant fishbowl full of wonky looking fish, to show what happens when AI goes wrong.
Client
IBM x Adobe
Role
Art Direction, Design
Each fish wasn’t just an ordinary fish—they represented different AI errors, like Drift, Siloed, Bias, and even Hallucination. And yes, the fish were as weird as they sound.
We used Adobe Firefly itself to create and concept some of the most bizarre AI-gone-wrong fish you could imagine. Imagine an eye inpired by Mike Wazowski from Monsters Inc for Bias Fish, or a Siloed Fish inspired by Picasso’s cubist style. The design process was just as wild as the concepts—sorting through hundreds of quirky fish until we found the most delightfully wonky ones.
The Fishy Fish, didn’t just swim in the Vegas Sphere.
They came to life as collectible souvenirs, allowing attendees to ‘catch a fish’ by scanning it and discovering the AI error each fish represented.
They were also featured in keynote presentations, on merch, and transformed IBM’s booth into a somewhat bizarre fish show.
Agency:
Ogilvy New York
Partners:
Mirada
Make Me Pulse
The Sphere
Made with:
ECDs: Lauren Costa & Denise Zurilgen
GCD: Adrian Chan
ACDs: Eve Nova & Sonali Ranjit
Design Director: Thiago Andrade
Associate Design Director: Stephanie Daniele
Copywriters: Mark Svartz, Caspian Michalowski, Hanako Suzuki