A white paper on how AI reshapes the agency model — six principles for a transformed future, from how work gets evaluated to why marketing stops being the first budget cut.

I worked on the initial art direction and image direction, working under the creative director. The interesting constraint was that we couldn't show faces in the AI artwork, which forced every image to carry its meaning through composition instead — figures turned away, seen at distance, obscured by form and light, or reduced to silhouette against something larger than them. The restriction ended up producing a more distinctive look than an unrestricted brief would have.

The visual language has since been carried through into other parts of WPP Open.