AI STicker Studio
Case StudyProject Role | Creative DirectorMost creative activations reward people who are already good at the thing. The person who hasn't picked up a pencil since third grade hesitates, opts out, or participates and walks away feeling embarrassed instead of celebrated.
My challenge to the team was to flip that. Use AI not as a novelty, but as a great equalizer — a way to guarantee that every sketch, regardless of skill, became something worth keeping. Remove the fear of the blank page. Replace it with the feeling of success. Give everyone in the room the experience of being a good artist, maybe for the first time.
The Approach
The original concept still asked people to lead with their drawing ability. I pushed the team toward a different frame: the human input is the spark, AI is the craft. Whatever you draw, the output is polished, personal, and yours.
Working with Production Club, we built a touchscreen station where attendees sketched anything — a company logo, an inside joke, a weird doodle drawn under pressure with a hundred people watching. Built on Amazon Bedrock and Amazon Nova, the experience transformed each sketch in real time into a custom sticker across 12 design presets, ranging from Japanese kawaii to graffiti wild-style. Each finished sticker was placed into a shared 3D world rendered in Unreal Engine and cast onto a 16-foot LED screen on the show floor — a collective canvas that grew more alive every hour across five days. The final stop was a print station. Every attendee left with a physical copy of what they made.
Over 10,000 sketches were transformed. Every single one became something polished.
What It Revealed
The most interesting thing wasn't the technology. It was watching people's faces change between the moment they started drawing and the moment they saw the result. The hesitation. The low expectations. Then the surprise.
That moment is a design outcome. The real barrier at most activations isn't skill — it's the fear of being seen trying. When the output is guaranteed to be good, that fear disappears. Everyone belongs in the room. Everyone has something to contribute to the collective canvas.
AI, used intentionally, doesn't just lower the barrier to making things. It lowers the barrier to belonging.
Built to Travel
The Sticker Studio was designed for re:Invent, but the intent from the start was that it shouldn't stay there. The 12 style presets, modular station layout, and print-and-go endpoint were each chosen with portability in mind — so the experience could move to re:Inforce, AWS Summits globally, and any environment where we wanted to give attendees something to make and take home. A great activation that only works once isn't a system. This one was.
A great activation that only works once isn't a system. This one was.
The visual story of the AI Sticker Studio, including video of the activation in action, was documented by Production Club, the agency I partnered with to bring it to life. View the project at production.club.