AMD

Building on our 2023 collaboration with Sparks for AMD, we were tasked with creating the visual content for the Advancing AI 2024 keynote. The identity needed to evolve rather than reset, introducing something distinctly new while preserving its core DNA: a complex, highly structured cluster of particles.

The R&D phase was extensive and technically driven. We explored tools including Houdini, X-Particles, and advanced Cinema 4D plugins to push the boundaries of particle behavior.
A central challenge was achieving a true sense of volume and depth within the particle clusters while retaining precise control, allowing them to resolve into specific forms, such as the logo marque.

We created a bespoke visual identity for AMD’s Computex 2024 keynote, designed to engage a broader, more diverse audience. The aesthetic needed to feel distinctive, balancing an ethereal, light-driven quality with a sense of physical depth and immersion.

Our approach centered on sculpting light and colour to create dimensional, atmospheric visuals. Working within AMD’s core palette of teal and gold, we developed an opening sequence that balanced precision with warmth, using motion and depth to draw the audience in.

A custom logo animation reinforced AMD’s forward momentum in AI, while a wider suite of assets introduced variation in tone and intensity, each aligned to different areas of the business. Although diverse in expression, every element was built from a shared visual DNA.


The result was a cohesive yet flexible toolkit, designed to enhance the keynote narrative and supporting the messaging without overwhelming it.

We were approached by Sparks to collaborate on AMD’s Advancing AI 2023 keynote, with a brief to create a distinct visual identity; something that felt unique to AMD while standing apart within the wider tech landscape.

Once the particle-based aesthetic was established, we developed a wide range of assets for the live show. These ranged from forming the AMD logo for teaser moments to building more figurative structures such as a flower, road, and brain, as well as subtle, abstract environments. Each element was designed with live performance in mind, supporting specific moments within the keynote.


In collaboration with Sparks, we also developed the “fishtank” concept - an illusion that extended the stage screens backward into space. This created a convincing sense of depth, making the particle systems feel as though they existed within a contained, volumetric environment.
Following extensive iteration and testing, the effect proved highly successful during the keynote and became a defining visual moment of the show.