Salma Aboukar is a creative technologist and designer specialising in visual storytelling. With deep experience producing production-ready assets for global brands, she bridges traditional design craftsmanship with advanced AI.
At Silverside AI, she leads the development of branded AI systems and visual pipelines that combine cinematic quality, workflow precision and scalable creative excellence.

Session

The (Real) AI Blueprint

Forget the “I made it in three hours” myth. Silverside AI directors Hernán Aloise (Misho) and Salma Aboukar reveal the real blueprint of AI-driven production -how creative teams plan, build and iterate using new tools and roles.
This session breaks down a repeatable workflow that replaces the old linear model with an adaptive, collaborative process. Attendees will leave with a clear framework to integrate AI into their work with structure and creative intent.

Misho is a filmmaker by trade and a digital explorer by choice.
After two decades directing and producing audiovisual content, he now leads creative direction at Silverside AI, where filmmaking meets generative technology to create emotionally resonant visuals. His work bridges art and innovation, exploring how AI can expand human creativity rather than replace it. He approaches technology as a narrative tool, using it to shape ideas, solve creative challenges and open new paths for storytelling in the modern era.

Session

The (Real) AI Blueprint

Forget the “I made it in three hours” myth. Silverside AI directors Hernán Aloise (Misho) and Salma Aboukar reveal the real blueprint of AI-driven production -how creative teams plan, build and iterate using new tools and roles.
This session breaks down a repeatable workflow that replaces the old linear model with an adaptive, collaborative process. Attendees will leave with a clear framework to integrate AI into their work with structure and creative intent.

Matthew leads experimental teams inside Google Creative Lab, using cutting-edge AI as a tool to expand human imagination and spearhead collaborations with the world’s best technologists and creative visionaries outside of Google. He and his collaborators have created national monuments, music videos, apps, TED Talks, platinum-selling album launches, brands, rebrands, school curricula, new products, new businesses, the most successful social campaign in Google’s history, the largest portrait in world history, the largest online platform for ecosystem restoration, a book that illustrators taught to illustrate itself, and most recently a photo booth that can access the multiverse.

Session

Confessions of a Professional Hallucinator

By now, most everyone has experienced that moment when an AI just makes something up—a hallucination. But when it comes to creativity, hallucination is a feature, not a bug. Hallucinating has always been the true value of creatives and the organizations we inhabit. We get paid to make stuff up. Seeing things that other people can’t see is pretty much what the gig is, and AI can help us do it in new ways. Come on a trip into a laboratory of creatives that hallucinate for a living, experimenting with AI to expand the toolkit for writers, designers, filmmakers, coders, and creatives of all flavors.

Taryn Crouthers is the CEO of SPCSHP:, an award-winning global media company and social-first creative shop built for the attention era.

With a demonstrated knack for building companies, Taryn guided ATTN: from inception to a profitable $150M acquisition by Candle Media in 2022. Her expertise spans advertising, social media, television, marketing, content creation, and innovative partnerships. She has been recognized on lists such as the prestigious AdAge Leading Women list in 2024, Cynopsis’ Corporate Visionary and Top Women in Digital. Additionally, in 2023 Taryn led ATTN: to be named AdWeek’s Fastest Growing Agency and Built-In Best Places to Work.
Recognized for her strategic acumen, Taryn has solidified ATTN: as the premier destination for purpose-driven storytelling across all platforms. The former A+E Networks and AMC Networks executive understands that consumers don’t want to be advertised to, but entertained.

Among her initiatives, she led the creation of ATTN’s TikTok Studio and Creative Shop that produce campaigns and content across social media, original series, shows, and specials. Notable projects include the Tribeca X Winner, Girls Room with Dove and Lena Waithe, Well-Versed on Nickelodeon with First Lady Jill Biden and What Am I Eating with Zooey Deschanel, nominated for a Daytime Emmy Award. She has also been instrumental in spearheading global partnerships across TikTok, Meta, Pinterest, Snap, Google, and Amazon.

Session

100 Tasks That Suck

Every agency has a list of tasks that suck. Repetitive, soul-crushing work that eats time, resources and kills creativity. Learn how a mid-sized, independent agency identified their 100+ time-sucking tasks and mapped them to AI solutions. Some were small, some were game-changers, and all are making the agency faster, smarter, and more creative.

Dru Cutler is a Brooklyn-based Creative Director and musician who moves fluidly between global brand campaigns and grassroots art scenes. With over 15 years of experience, he’s led creative campaigns and experiential projects for Apple, Samsung, IBM, Nike, Expedia, Univision, and more, shaping everything from executive summits to global brand activations.

He’s also a fixture in NYC’s arts scene as Music Director at the McKittrick Hotel (home of the award-winning Sleep No More) and co-founder of Unit J, a Bushwick venue that’s hosted independent music events for over a decade. He likes big ideas, black coffee, and a bit of soul.

Session

Putting AI To Work

Artificial Intelligence can speed up workflows, but it can also get you in a serious pickle if used in the wrong situation.
In this workshop, we’ll dig into specific case studies where AI was a powerful tool, as well as a few where it created more problems than it solved. We’ll wrap up with key questions your team should ask before adding AI tools to any project.

Peter is the Founder & CEO of Decoder, a strategic AI consultancy and technology platform helping businesses unlock the value of operational AI. Decoder identifies high-impact opportunities and delivers custom agents and automations that drive measurable business outcomes. Previously, Peter founded Decoded in the UK, a technology consultancy providing strategic technology solutions and on-demand CTO services, to clients such as The Independent, expanding into the US market in 2021. Earlier in his career, he co-founded Nice Agency in London, creating transformational mobile experiences for enterprise and consumer clients including Channel 4, UBS, Flybe, first direct, Ticketmaster, and MBNA. Nice Agency was acquired by Karmarama in 2014 and later became part of Accenture Interactive, joining the world’s largest digital agency network.

Session

Operational AI: Real ROI and Efficiency for Agencies

AI’s biggest opportunity for agencies isn’t glamorous – it’s efficiency. This presentation explores how to use AI to simplify processes, speed up delivery and reduce costs. You’ll hear what other agencies are trying, separate what works from what doesn’t and take away a practical framework and a short list of actions to put into practice straight away.

Born in Buenos Aires – Argentina, he has lived and worked in Buenos Aires, Barcelona, Madrid and New York. Roberto Fara has over 20 years of experience in Design and Advertising. After 7 years working in R/GA New York he decided to move back to Spain. Currently he holds the positions of Chief Creative Officer at Ogilvy Spain, leading the creative discipline for the offices in Barcelona and Madrid, and Global Creative Experience Lead at Ogilvy One.

He has collaborated with some of the most relevant brands such as Nike, Google, Samsung, Microsoft, eBay, Audi, Diesel, Coca-Cola, HBO and Converse. His work has been showcased and recognised internationally in different Festivals and Awards, and he is often invited to share his passion for art, technology and design.

Session

Artificial Instincts

Machines decode. They predict, optimize, and flatten. But comfort dulls the edge, and what keeps us alive as creatives isn’t pattern—it’s instinct. Tomorrow, our instinct will be the last creative advantage: defending the raw, the unpredictable, the indecipherable against the order of algorithms. The future isn’t waiting in polished decks; it’s hacked together in chaos, where rules bend, where contradiction fuels progress, where instinct beats prediction. To survive, brands must stop managing risk and start embracing it. Because in a world where models generate the obvious, the only true advantage is to stay unreadable.

Fera always wanted to make films, but ended up in Computer Science. Instead of going to film school, he learned to think like machines, and eventually realised he was quietly building the toolbox to direct, just with different buttons.

Today, he’s an AI filmmaker and creative technologist, co-founder of Mashed Potatoes, where he takes wild briefs, translates them into sane pipelines, and delivers films that look far bigger than the schedule. Along the way, he’s made over 20 brand ads, collaborated on Snoop Dogg–related AI videos, and picked up Official Selections at AI film festivals along with a few Best Director prizes—useful proof his mother isn’t the only fan.

He also comes from the web and app world, which gives him that technical director streak that makes creative chaos sit down and cooperate.

If an idea sounds impossible, perfect! He’ll break it into scenes, put it on the calendar, and make it real.

Sanja is a product designer with over a decade of experience, passionate about turning complex technology into simple, inspiring solutions. At Automattic, she shapes the tools for Jetpack and WordPress.com, empowering millions of creators.

Session

Reimagining Creation: How AI Is Shaping the Future of Design at WordPress

At Automattic, we’re building AI-powered tools that help millions of WordPress creators bring their ideas to life. Guided by Courage, Play, and Empathy, we’ll explore how our design teams craft intuitive experiences that simplify complexity, anticipate needs, and amplify, not replace, human creativity.

Moe Jaouhar is an Executive Creative Director at Amazon Ads’ Brand Innovation Lab, leading teams across Europe, Canada, and Latin America. He has shaped campaigns for BMW, MINI, Lufthansa, Nissan, Samsung, and Rolls-Royce, balancing bold ideas with measurable impact. At Amazon, he pioneers how innovation and AI can accelerate creativity, inspire new storytelling, and connect brands with culture. Recognized at global awards and active on international juries, Moe also mentors emerging talent and leads Amazon’s Creative Director Guild in Europe. His philosophy is simple: creativity should move culture forward, deliver real value, and fueled by AI can make the impossible possible.

Session

Dreaming in Real Time: How AI Expands Creativity

AI is not here to replace imagination, it is here to amplify it. The tools in our hands today allow us to turn impossible ideas into tangible experiences, to dream at scale, and to make visions real faster than ever before. For creatives, this is the moment to seize, an opportunity to unlock new ways of storytelling, reframe challenges, and create work that feels bigger, braver, and deeply human.

Valeria Moreiro is Co-Founder & Creative Director of NotReal, a design-driven creative house
with an impressive portfolio boasting projects for renowned brands like Microsoft, Squarespace, eBay, Google, and Nike, among others.
Valeria’s visionary creative direction and branding expertise have been pivotal in transforming
NotReal into an innovative, creative force. She excels in leading unique brand identities that
resonate with contemporary audiences.
Valeria’s background in branding and motion graphics design enables her to strike a perfect
balance between creativity and organization, positioning brands at the forefront. From captivating complex CGI design systems to live action scenarios she leads NotReal in delivering pioneering projects that leave a lasting impact.
Currently based in the vibrant city of Madrid, Spain, Valeria shares her life with her loving family,
which includes their adorable Chihuahua, Roma. As she continues to steer NotReal towards new heights, her impact on the industry only grows stronger, inspiring both her team and the wider creative community.

Session

How AI Reconfigured Our Creative Process

At NotReal, AI is no longer an experiment — it’s part of every project we take on.
Over the past year, we’ve trained and refined AI workflows until they became an extension of our creative intuition.
Most of the time, our team begins by developing images or compositions in Cinema 4D, which then serve as the foundation for further design exploration using AI.
Starting from our own designs allows us to maintain full creative direction, ensures complete control over the image database, and guarantees full ownership of the work.
We use Krea, ComfyUI / Stable Diffusion, and Topaz to supercharge this process — rapidly iterating on style, mood, and composition.
This workflow combines the precision of 3D design with the expressive, experimental qualities of AI-driven generation, deepening the exploration phase while keeping creative and production standards fully aligned with the project’s needs.
This integration hasn’t replaced creativity; it has amplified it. Our team now explores more ideas in less time, takes bolder creative risks, and focuses on the high-level decisions that make the work feel intentional.
For us, AI isn’t just a tool — it’s a creative ally that has redefined how we work, allowing us to deliver ideas with more clarity, speed, and impact.

David Nascimento has been navigating the vaporous waters of digital communication for 25 years. He began this journey when “viral” was still just a medical term and making a “post” meant sending a letter. Since then, he has wandered the roads of digital evolution with the curiosity of a child in a toy store and the wisdom of someone who’s seen enough “technological revolutions” to know that some are just passing fads.

He offered a pound of flesh to the silicone gods to accompany a bowl of Mashed Potatoes, where his daily mission is to tame artificial intelligence before it decides humans are a nuisance to its plan for world domination. It’s a job of great responsibility: between rebellious algorithms and chatbots with existential tendencies, there’s never a dull moment. He can proudly say that, so far, he’s kept AI on the side of the good guys—though he suspects it’s just biding its time.

Augustinas thrives on unconventional ideas, from launching a studio exchange program to organizing a design conference – or even setting up a radio station inside an office sauna.
Constantly exploring new creative frontiers, Augustinas believes the best ideas often emerge from unexpected risks.

Session

I’m Solo, but Full-Stack

With a little bit of coding and AI help, we’ll show how a single specialist can become a one-man full-stack agency with virtual support from data, technical department, strategy, and research teams. We will run through practical code and prompt examples that will help to get results for the discovery, testing, and concept refinement stages of a creative process.

Thomas Ragger is a founding partner and CTO at Wild, a digital design agency with technology and craft at its core. With its global remote team spanning 12 countries, Wild partners with global brands such as Google, Eventbrite, Samsung, JP Morgan Chase, and Red Bull to deliver award-winning digital products that merge visionary design with cutting-edge technology. Wild has earned 10 Cannes Lions, 2 Webby’s, and Awwwards Site of the Year.

Session

Scaling Taste (Because the Slop Won’t Stop)

We live in an era of infinite abundance—where AI can generate anything at scale. The real challenge isn’t creation, but curation. In this hands-on talk, we will take a look at how AI can serve as a real-time collaborator to prototype and refine custom digital tools that help teams produce on-brand, high-quality output at scale. The session explores why taste, curation, and craft are the true differentiators in an AI-saturated world.