Gamma | What’s Your Big Idea?
Gamma was growing fast. The challenge was building creative that could grow with it.
Gamma's small internal team had begun developing a playful, surreal visual direction. I worked alongside them across early performance testing, brand development, art direction, and scaled production, helping evolve that direction into a creative system that could work across the brand.
Creative Lead & Art Director · Twigeo
Gamma · Mile 80
Making AI Weirdly Wonderful
The goal was to make AI feel less predictable.
Working with Gamma's internal team and Mile 80, we helped develop a playful, surreal visual language inspired by artists like René Magritte.
Floating cats. Three-eyed thinkers. Interstellar mushrooms.
The idea was to make Gamma feel less like another AI tool and more like a place where ideas could come to life.
Built to Work Everywhere
The real challenge was making the world work beyond the hero campaign.
I helped translate the visual direction into the places where people actually encountered Gamma, including:
paid social
motion and product demos
creator content
landing pages and email
OOH and scalable placements
The goal was consistency without repetition. The system needed enough structure to feel like Gamma, but enough flexibility to keep surprising people.
Creator Collaboration
We extended the brand through people, not just placements.
I helped develop creator-led work that brought the visual system into native social formats while keeping the brand's personality intact.
The result was creative that felt less like an ad dropped into the feed and more like something that belonged there.
+24% CAC efficiency
The Blank Page · Las Vegas Sphere
Gamma internal team
From Performance to Brand
Before we could build the brand, we had to understand what people responded to.
Early on, we tested:
messaging and product framing
different creative formats
ways of making Gamma's value immediately clear
Those learnings helped shape the creative direction. Performance wasn't separate from the brand work. It became one of the inputs that helped us figure out what the brand could say and how it could say it.
Testing and Learning
We built a way to learn from the work as it scaled.
We tracked creative performance across:
audience types
messaging approaches
formats
This helped us identify patterns instead of chasing individual wins, giving the team a clearer picture of what was working and where the system could evolve.
