As Creative and Art Director, I led the complete reimagining of PwC's presence at Mobile World Congress — a 3,200 sq ft space designed to support demos, panels, deep dives, and hospitality while positioning PwC as the official MWC AI+ theme sponsor.

The challenge was ambitious: build a destination from the ground up that felt practical, engaging, and unmistakably PwC — all under a compressed timeline. What made this project particularly distinctive was the decision to use AI-generated art as the visual backbone of the entire experience. From promotional materials to the booth itself, every piece of creative was produced using generative AI — a deliberate choice that didn't just reflect the theme of the event, but embodied it.

The result was a clean, contemporary space that sparked conversation before attendees even walked through the door, fostered collaboration and knowledge exchange inside, and reinforced PwC's leadership in AI-driven innovation on a global stage.