AMD Advancing AI

AMD launched their AI product line that included the fastest AI microprocessor on Earth. It was “the most consequential moment in the company’s history,” and they knew they had one chance to make a lasting impression on the market, and close the gap in the race for AI compute performance.


So our primary objective was to create a launch that had maximum impact – one that would literally move the markets. And such a revolutionary moment demanded a revolutionary new approach...


So we designed the presentation to be delivered through an anamorphic perspective mapped stage concept, thus creating a holographic ‘AI Aquarium’ behind our speakers. AI can be an abstract, complex concept to visualize, and so we wanted our AI to feel tangible, accessible, and anchored in the real world. Mapping our virtual ‘AI Aquarium’ space into the real world like this blurred the boundaries between virtual and physical worlds and created a heightened sense of magic and advanced performance. It drew viewers deeper into the world of AMD and created a truly unique presentation experience for their product launch.


The overall mapping concept captivated our audiences’ attention. But as “Advancing” is core to the DNA of the brand, everything we did had to exude advanced capabilities.


So we delivered the visual presentation using the generative, real-time design tool Touch Designer. We programmed the entire show this way with dramatic and elegant results – ‘morphing’ from one scene to the next. This gave the impression that the entire presentation was generative and reactive to the presenters’ scripts. It meant that the animation had far greater liberty and visual impact than ever before, as we elevated the keynote into something more akin to a choreographed, live visual performance.


By telling AMD’s generative AI story through generative design tools, we gave the presentation incredible authenticity and impact. And as far as measurable results – AMD’s stock price skyrocketed by 9.9% the very next day – a surge that sent waves through the market. And we were delighted to help bring their story to life.