TRUST WHAT YOU CREATE

Client: IBM
Agency: Ogilvy NY
Partners: Mirada, Make Me Pulse, The Sphere
To show the dangers of “fishy” generative AI, we turned the Las Vegas Sphere into a fishbowl of surreal, AI-gone-wrong creatures, proving how watsonx powers the trusted creativity behind Adobe Firefly.






We pushed Adobe Firefly to its limits to create some of the most bizarre, 'AI-gone-wrong' fish imaginable.
More than just strange creatures, each fish represented different AI errors, like Drift, Siloed, Bias, and even Hallucination. And yes, the fish were as weird as they sound.







The Fishy Fish didn’t just swim in the Vegas Sphere.
They came to life as collectible souvenirs, allowing attendees to ‘catch a fish’ by scanning it and discovering the AI error each fish represented.

They were also featured in keynote presentations, on merch, and transformed IBM’s booth into a somewhat bizarre fish show.












Next
© 2026 NURI PARK