Design Director for Away’s Curious Postcard Activation that used AI to create imagined places that inspired travel.

For the Away Luggage Summer 2023 Campaign, we invited travelers to embark on a journey of imagination and exploration at the Curious Postcards Activation in downtown LA. Superfly partnered with AWAY luggage to ignite a passion for transformative travel, asking, "What if we could unleash our dreams and remember that Extraordinary is Out There?"

To achieve this, we hacked Mid-Journey’s image AI like never before. Complex commands and properties with the potential to generate infinite worlds were rewired into a stunningly simple UX interface for guests and were based on the five senses. We partnered with emerging digital artist, Ulises.AI to develop a first-of-its-kind image generator API. We fed the AI model all of the artists' work. And when we turned it on, it did incredible things.

Behind the curtain, leading questions with short inputs controlled the final image generation. We meticulously R&D’d these prompts with the artist resulting in a prototype that could innovate within our visual guardrails. Guests provided short inputs about their favorite scents, foods, and travel sounds, which influenced the final image output. Each bespoke artwork was printed on archival paper with a unique place name, allowing travelers to hold a postcard straight out of their dreams.

This initiative sparked conversations about real-world destinations, inspiring the ultra-curious to explore them with AWAY.

My Role:

• Design Director,

• I led a multidisciplinary team of UI/UX designers, experiential designers, and graphic designers.

• Responsible for overseeing the development of the visual identity system and graphics for the entire activation–including print, environmental, and digital collateral.

• Partnered with Creative Director and Production team to ensure our designs were not only visually stunning but also intuitive and user-friendly and laddered up to the wider "Extraordinary is Out There" campaign.

• Managed the overall design system creation and execution of the activation, from concept to completion, and ensured that all design elements were cohesive and aligned with Away's brand identity.