A Converstation from SXSW: Beyond the Prompt: Leveraging GenAI to Modernize Creative Workflows
Join Adobe and SoDA, live from SXSW, for a lively discussion with leaders from world-class digital, experience, and design studios – Athletics, HUSH and Tool – about the state of Gen AI in their agencies. We’ll discuss how these leaders are navigating the transformation with their clients, recent AI-fueled projects, and the concrete and practical ways they are managing this change within their own teams.
Speaker BIOS
Jameson Proctor, Athletics
Partner & CEO
Jameson is a partner and CEO of the Brooklyn-based, brand innovation studio Athletics. A Virginian by birth, a New Yorker by choice, Jameson has over 20 years of experience directing, managing, and operating brand and digital practices. During his time at Athletics, Jameson has co-authored and championed Athletics’ vision and strategy, and has ensured its successful execution through the day-to-day management of finance and studio operations. In addition to his leadership role, Jameson remains deeply engaged in Athletics’ creative practice. He has led the design and development of digital experiences for a wide range of clients—including the New York Review of Books, the New Museum, and JPMorgan Chase—and has co-directed cross-disciplinary rebrands for Galileo, ShareFile, and Trace. Jameson has also overseen the development of proprietary creative tools such as Otto for Square and Athletics’ own generative motion platform, Sesame, helping to push the boundaries of how technology can amplify brand expression.
Erik Karasyk, HUSH
Founding Partner
As an artist, technologist, and founding partner at HUSH, Erik is passionate about creating impactful spaces and experiences that resonate with meaning and purpose. At HUSH, they are a multi-disciplinary team of designers, technologists, and strategists creating environments that help people connect, explore, and inspire. Erik has also been an avid scuba diver since his teenage years, which has shaped his curiosity about technology and deepened his commitment to sustainable design. He strives to create experiences that not only captivate but also respect the environment. His journey began with learning computer animation (just before Windows 95 existed), and he started his career as an interactive artist and visual effects director—ultimately founding HUSH in 2006.
Dustin Callif, Tool
President
Dustin leads the day-to-day management of Tool, a creative production partner working with the world's most recognized brands, ad agencies and entertainment studios across content, experience and creative technology executions. Our mission is to help clients concept and produce creative marketing that achieves earned attention. Before joining Tool, Dustin was Co-Owner & Managing Partner at digital agency Spacedog, with offices in L.A. and New York. In 2008, Dustin helped to negotiate Spacedog’s acquisition by Mendelsohn Zien and Hakuhodo, the second largest advertising holding company in Asia.
LINKS
Erik LinkedIN Profile [https://www.linkedin.com/in/ekarasyk/]
HUSH [https://www.heyhush.com/]
Dustin LinkedIN Profile [https://www.linkedin.com/in/dustincallif/]
TOOL [https://toolofna.com/#!/home]
Jameson LinkedIN Profile [https://www.linkedin.com/in/jameson-proctor/]
Athletics [https://athleticsnyc.com/]
Erik mentions the HELIX project, created with Firefly, that's now live: https://business.adobe.com/blog/how-hush-and-adobe-ai-gave-the-helix-nj-a-voice [ https://business.adobe.com/blog/how-hush-and-adobe-ai-gave-the-helix-nj-a-voice ]
Artist and designer, Norman Teague, who was at MOMA when this aired, https://www.normanteaguedesignstudios.com/ [https://www.normanteaguedesignstudios.com/]
Intro to Adobe Project Concept (not formally released yet): https://blog.adobe.com/en/publish/2024/10/14/new-creative-beginnings-gen-ai-redefining-ideation-with-project-concept [https://blog.adobe.com/en/publish/2024/10/14/new-creative-beginnings-gen-ai-redefining-ideation-with-project-concept]
__
About Adobe: Adobe offers groundbreaking technology that empowers everyone, everywhere to imagine, create, and bring any digital experience to life. www.adobe.com [www.adobe.com]
About SoDA: SoDA is a global network of innovative digital agencies. www.sodaspeaks.com [www.sodaspeaks.com]
__
Edited with Adobe Audition and Adobe Podcast: podcast.adobe.com [podcast.adobe.com].
For more information please contact sodaserieslive@adobe.com [sodaserieslive@adobe.com]
