AMD
Objective:
AI is everywhere — but to most, it still feels abstract, complex, and intimidating. Despite rapid innovation, the perception of AI as an elite, technical frontier remains unbroken. AMD saw an opportunity: to humanize AI by showcasing its power through something everyone understands — storytelling. By collaborating with diverse creators, AMD transformed its Ryzen™ AI 300 processor launch into a cultural moment where AI met real life, not in theory, but in action.
Approach:
We designed a two-phase creator campaign that took AI from buzzword to buzz-worthy. By partnering with a mix of category experts and mass-reach creators, we demonstrated how AI — powered by AMD’s 50 TOPs NPU and Microsoft Copilot+ — could seamlessly integrate into real workflows.
From comedic chaos to design precision, each creator used the AMD-powered laptop in a way that felt true to their voice — creating an emotional and aspirational hook around what the future of laptops can do, right now.
Activity:
4 Creators. 4 Content Worlds. One AI Revolution.
RJ Abhinav (Comedy)
Reimagined a soap-opera-style skit to hilariously introduce AMD’s AI features in a Gopi Bahu parody — turning drama into delight.
Rajiv Makhni (Tech)
Delivered a crisp, expert-led demo of AMD’s AI engine — decoding specs into real-life impact, building trust through clarity.
Shivesh Bhatia (Food/Lifestyle)
Positioned the AMD Ryzen laptop as a creative companion in his kitchen studio — showcasing Cocreator in Paint and Live Captions through aesthetic storytelling.
Ishan Sharma (AI Thought Leader)
Flipped the “AI anxiety” narrative into an empowering one — showing how AMD’s AI tools boost productivity and career growth for students and professionals.Two Phase Execution
Phase 1: Tease the Drop
Each creator kicked off with a coordinated visual cue — clearing their table, laying the AMD mat, and hinting at a big reveal — sparking intrigue and speculation.
Phase 2: Reveal & Real Use-Cases
From AI-generated artwork to real-time multilingual captions, creators showed how AMD’s AI smarts could enhance work, creativity, and everyday digital life — with each narrative tailored to their niche.
Seamless Product Intergration
This wasn’t about reading specs — it was about living the features. Whether it was RJ Abhinav pretending to wash the laptop or Shivesh sketching cake designs, the AMD Ryzen AI 300 became the silent hero of each story — powerful, intuitive, and beautifully embedded.
Campaign Metrics:
This campaign didn't just promote a product — it shifted perception. By translating AI from code to culture, AMD brought its innovation to the center of popular conversation. We didn’t need to convince people AI was powerful — we showed them how it could power them.
From viral comedy to expert trust, from lifestyle storytelling to educational empowerment — this was AI made human, and AMD made unforgettable.