CLIENT
IBM x Adobe

AGENCY
Ogilvy NY

DESIGN
DIRECTION
Thiago Andrade & Stephanie
Daniele

Trust what you create

IBM’s “Trust What You Create” aims to provide brand managers and CMOs with an educational message about the negative effects of unmanaged generative AI as the technology begins to see wider adoption across the advertising landscape. Campaign visuals were created with Adobe Firefly. Imagine AI errors around bias, noncompliance, siloed and unmanaged data, hallucinations and more as a wide-range of surreal goldfish with weird shapes and digital errors, like a “drift fish” that is actually a hamster with fish fins. The creative was born of our experience as creators who are beginning to use — and find the pitfalls of — generative AI. Along with a massive out-of-home activation at the Las Vegas Sphere — the campaign took over IBM’s main event booth at the Adobe Summit and included digital posters, tabletops and more that led to an interactive mobile experience at Adobe’s digital summit.