Make.exe was the first-ever live GenAI creative battle. It started with a simple question  "How can we teach AI? Can we demystify it, and make it fun and exciting?"

The answer ended up kicking off the e-sports era for design.

On October 28, 2025, my team took over HNYPT in Downtown Los Angeles to host a live competition where professional designers and students battled head-to-head, using AI tools to respond to real client briefs in real time. Four students from Otis College of Art and Design faced off against Huge creatives across multiple rounds, with surprise briefs from clients including DirecTV and Behr.

This project was about embracing and showcasing the future of AI and human creativity. We brought two generations of creatives together, gave them every tool at their disposal (Midjourney, Runway, Adobe Suite, ChatGPT, and more) and let them prove that world-class design can happen live, under pressure, in front of an audience.