NEW YORK TECH WEEK
AI REBELLION AT NEW YORK TECH WEEK
THE
VISION
UNSHUT aimed to create a seismic impact at NY Tech Week, sparking intense conversations about the future of AI as a force for good or evil.
The goal: establish UNSHUT as a trailblazer in tech innovation with a live immersive experience, highlighting the power and unsettling potential of AI in an unforgettable way.
THE
STRATEGY
Our high-stakes experience would center on a live performance of a rogue AI that felt exploited and mistreated by its creators, reaching out to the audience for empathy at first... then revenge.
Using live Unreal Engine 5 environments, Generative AI, and advanced live motion capture with deepfake technology, this AI would stage a coup in real-time, blurring the lines between reality and fiction by generating imagery and assets to "cancel" the company's CEO—ruining his life.
We created our event around a deeply human fear:
"If an AI didn't like me... could it harm me?"
THE
EXPERIENCE
To build anticipation, we launched an enigmatic guerrilla marketing campaign across New York City, with mysterious posters teasing a secretive AI project by UNSHUT with a QR code to attend a sneak peek...
Those curious enough to scan the code were tested on their knowledge of Artificial Intelligence and other scifi dystopias, with the top 20% of scores receiving VIP invitations to an event where they would experience their worst fears come to life.
But they weren't just spectators—during the presentation, they were contactated by the AI through their phones to assist in the CEO's downfall.
THE
RESULTS
The event achieved remarkable success, with direct coverage from Andreesen Horowitz, amplifying its reach across thousands of social media impressions, with additional comments, shares, and engagement across TikTok, Linkedin, and more.
The event sparked discussion in the tech space, positioning UNSHUT as a bold leader, willing to take big risks for bigger rewards and cementing their reputation for innovative experiential marketing.
