The session needed to move AI from abstract trend to practical creative tool, helping brand, strategy, development, creative and design teams understand what was happening globally and regionally, and how it could enter their daily workflow.
07
Coca-Cola · 2023—26
New tools, human appetite
Innovation · Workshops · Generative AIA hands-on artificial intelligence workshop created with Hogarth Argentina and Coca-Cola for marketing teams from Argentina and Uruguay.
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The workshop combined context, live exploration and collaborative exercises across dialogue tools, image generation and sound. The goal was to give the teams a usable creative framework: where AI could accelerate thinking, where human judgment remained essential, and how new production possibilities could connect back to brand work.