FROM SET TO SYNTHETIC: inside the new AI advertising workflow

Edmond Yang

Artist · Creative Director · Founder

Visual artist from Oslo and an award-winning AI artist, working across design, visual communication and UX since 2001, when he set up his own studio, first as Yangmedia and today as Edmond Yang Enterprises. He is a creative partner to the generative platforms themselves, among them Runway, Luma AI, Pika, Kling AI, Hailuo, Freepik and Viggle, and a co-founder of AIAIAI, a Norwegian AI studio he started in 2024.

His route there ran through broadcast and advertising: bumpers and on-air graphics at never.no through the 2000s, then online campaigns for Telenor, SAS and Nike at Dinamo, identity and motion work for IBM, Telenor and Bama at Gyro, and the Helly Hansen brand online at Bates, alongside Microsoft. Between 2019 and 2023 he ran XVR, a studio producing virtual tours for the property market, and co-founded the agency Oslo Digital.

What runs through all of it is a habit of testing a new technology as an artist and then asking what it sells: he has taken the same route through AI art, NFTs and web3, and outside media he has built ventures of his own, from an arctic seafood supplement brand with its own plant in Røst to a men's accessories label handmade in Italy.

Marc Horgues

Creative Director · Founder

Co-founder and creative director of OKCC, a creative and innovation agency in Paris. He runs AI strategy and generative content production for global brands, among them Louis Vuitton, L'Oréal, Chanel, Hennessy, Meta and Google. OKCC was selected for the LVMH Innovation Award and picked to represent France in the French delegation at SXSW 2026, and has collected a run of awards over the past five years. His subject is the part nobody photographs: how a generative pipeline survives a client, a deadline and a brand book.

Matthew Szewczyk

Director · Creative Director

Los Angeles-based, genre-agnostic filmmaker and creative director now directing AI work with The Dor Brothers, the collective billed as the world's leading AI video studio. He won Best Director at the Studio City International Film Festival for his surveillance thriller The Right Hand of God, earned a Los Angeles Music Video Award nomination, and has directed commercial spots for Uber, Hurley, Unilever and CAA and artists including the Black Eyed Peas. He has since moved into AI commercial filmmaking, directing a spot for Phrasly.AI produced with Sapien Films AI.