Infinite Interface
One message, multiple forms, infinite interpretations.
Concept · Design · Generative AI · Execution
- Role
- Creative Technologist
- Team
- Concept and design by me, in partnership with an Apply Digital stakeholder
- Company
- Apply Digital — Brand & Experience division launch
- Year
- 2025
- Tools
- ChatGPT, Midjourney
- Outcome
- Interactive prototype with 12+ AI-generated personas, each reading the manifesto’s 8 pillars in its own way; posters in Apply’s Canadian offices
When Apply launched its new Brand & Experience division, the challenge was to communicate this new positioning to the market in a way that was clear, creative, and impactful — all within a tight deadline and limited budget.
The Challenge
The B&E team had crafted a manifesto with 8 core pillars — a strategic guide for their work, and a statement to clients and the broader market about this new creative direction. My challenge was to turn that content into an engaging experience, without changing a single word of the manifesto, making its form as powerful as its message.
And this wasn’t just any audience: Apply works with brands like Coca-Cola, Kraft Heinz, the NFL, and the NBA. That meant the manifesto needed to resonate with a wide range of people — from executives to creatives, from the technical to the strategic. The form had to adapt to everyone.
Image generation flowThe Concept
What if the content could reshape itself through the viewer’s eyes?
I developed the concept of an infinite interface, where design becomes a living interpretation of the manifesto — as if each persona sees and experiences the message in a unique way.
The form itself speaks directly to its audience.
The Solution
With little time to spare, I turned to AI. I designed a generative AI workflow in ChatGPT to create more than twelve distinct user personas and interpret the manifesto from each of their perspectives.
A second flow, in Midjourney, transformed these interpretations into images that visually expressed the emotions each of the 8 pillars evoked.
Layout / content structureThe Execution
I created three core visual structures:
- Text-focused: smaller images, letting the content take center stage
- Balanced: harmony between text and imagery
- Immersive visuals: bold images that dominated the interface and conveyed strong emotional cues
Beyond the prototype, the project expanded into physical spaces: posters and print materials brought the manifesto into Apply’s offices in Canada.
Office PosterThe Impact
Infinite Interface was built as a prototype. More than just making the manifesto readable, it showed how Apply could use AI in a creative and strategic way — keeping control over the message and style, while multiplying the ways it can be expressed.