AMD Product Launch Keynotes | Eric Altbush: Portfolio

Client: AMD
Role: Creative Director
Involvement: Concept, creative direction, design direction

Setting the Stage for the Future of Technology

AMD's product launches are some of the most anticipated moments in tech. Our challenge was to create a concept, keynote stage, and on-screen content that looked stunning on camera while helping AMD tell one of the most important stories in its history.

With NVIDIA setting the pace in the AI space, AMD needed its big chip announcement to captivate the audience with creative as powerful as the technology it was introducing.

We developed the entire experience from the ground up, designing and building the stage, directing the show itself, and animating all content and motion graphics in-house. Everything had to be visually stunning, strategically precise, and compelling enough to capture attention without distracting from the story AMD had to tell.

The event later won a Platinum MUSE Creative Award.

AMD's product launches are some of the most anticipated moments in tech. Our challenge was to create a concept, keynote stage, and on-screen content that looked stunning on camera while helping AMD tell one of the most important stories in its history.

With NVIDIA setting the pace in the AI space, AMD needed its big chip announcement to captivate the audience with creative as powerful as the technology it was introducing.

We developed the entire experience from the ground up, designing and building the stage, directing the show itself, and animating all content and motion graphics in-house. Everything had to be visually stunning, strategically precise, and compelling enough to capture attention without distracting from the story AMD had to tell.

The event later won a Platinum MUSE Creative Award.

C A S E S T U D Y

THE RESULTS...

Our work helped AMD deliver its most talked-about keynote to date, with over 245k livestream views and a 10% spike in stock price the day after launch. The visual design system I created proved so successful, AMD has continued to use it across all of their AI keynotes since, winning our agency years of follow-on work with the business in the process.

THE RESULTS:

Our work helped AMD deliver its most talked-about keynote to date, with over 245k livestream views and a 10% spike in stock price the day after launch. The visual design system I created proved so successful, AMD has continued to use it across all of their AI keynotes since, winning our agency years of follow-on work with the business in the process.

We created all of the keynote animations in-house, designing visuals that not only told AMD's story and expressed the power of AI, but also demonstrated it in action.

Many of the animations on stage were fully generative and rendered in real time using the AMD chips being announced, proving the chip's performance live as the story was being told.

For AMD’s Data Center & AI Premiere, we designed a seamless curved LED screen paired with a gloss-black floor to create a fully immersive environment for presenters.

To ensure the on-screen content looked perfect on camera for online viewers, we used Unreal Engine to correct the distortion caused by the curved screen in real time.

FULL LIVESTREAM

For AMD’s first Advancing AI product announcement, we split the LED wall into three sections and physically pulled the center screen forward to create dimensionality on stage.

We paired the physical structure of the screens with animations that created the illusion of a dimensional space, rendering edges that blended seamlessly with the real ones to form virtual rooms. Glittering particles, rendered in real time with TouchDesigner, flowed through these spaces in sync with the presenters and the story.

FULL LIVESTREAM