I designed an imaginary 3D OOH campaign for Gentle Monster. Here's what's behind it.

G is the first letter of my 26Lab — one imaginary campaign for each letter of the alphabet.

Gentle Monster was an easy choice. A brand that already lives outside reality, where surrealism isn't a style but a baseline. Character and botanical elements are already part of their visual language — I just took both to a different scale.

For the visualization I used Flora: its node-based system was key to keeping the character and the environment consistent across iterations — dozens of them — without losing direction.

AI handled the execution. The concept, the direction, the choices — that part was mine.

#artdirection #3DOOH #conceptdesign

Great concept ❤️‍🔥

"Non-technical people are now shipping production code." That's a line the CEO of Coinbase buried in his company-wide tweet yesterday, in the middle of announcing layoffs for a "AI-native" restructuring. And as much as I don't want to add to the AI fear spiral... this one is worth paying attention to. Companies are moving toward smaller, hyper-focused pods. One person who's deep in their role, plus AI woven into every part of how they work. Not someone who chats with GPT occasionally. Someone who actually problem-solves through it. Which means the bar for what "valuable" looks like is shifting. Knowing tools like Claude Code might not be optional much longer, it might just be the baseline. At the same time, my co-founder and I talked about this and we don't think it ends in fewer jobs. we think it ends in a billion small companies. Hiring shifts from buying a person to buying their IP, their agents, their workflows. The generalist who can get 80% of the way there across everything starts to beat the specialist who owns 100% of one thing. Specialists still win at the frontier, deep engineering, AI labs, but everywhere else, range is becoming the advantage. So the people who come out of this okay aren't the ones who panic. They're the ones who get curious and may start building something of their own. That's probably always been true. It's just more urgent now. What do you think about this?

The billion small companies framing is the part most people miss. Companies are not getting smaller, ownership is. Generalists with range win because they can sit at the seam between AI execution and human judgment. That seam is where the actual value lands now.