Make.exe

The first-ever GenAI creative battle took place in LA on October 28, 2025.

What is it?

A live competition between designers using GenAI to respond to client briefs.
Bringing together creative professionals from Huge with design students.
Ideated and built by Huge—another milestone in our history of firsts.

The key.

We kickstarted the esports era for creative design. And we’re doing it again soon.

A historic night in Downtown LA.

It started with a simple question from HR to one of our lead designers: “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.

What started as a quest to train our Huge designers on AI evolved into a live competition in which design professionals and students battled each other, answering surprise briefs created by some of our clients.

Four students from the Otis College of Art and Design —Chris Fiallos, Luke Kim, Aisulu Sadibekova and Etienne Venet— competed in the first round, then joining forces and teaming up with Huge creatives Mike Martin, Gino Nave, Eric Vienna and Roger Young for two more rounds of creative battles.

The jury was formed by Huge's Chief Creative Officer Ez Blaine, Huge’s Executive VP Michael Olaye, Direct TV's Chris Rash, Behr's Richard Wesley, and creative influencer Natasha Chomko.

The designers were free to use any tool they wanted to answer the briefs. Tools they used included: Adobe After Effects, Adobe Illustrator, Adobe Premiere, Adobe Photoshop, ChatGPT, EvenLabs, Figma, Gemini (Nano Banana), Higgsfield, Jitter, Kling, KreaAI (Sora, Veo & Runway), Midjourney, Runway and Stability AI.

The setting.

We took over HNYPT in Downtown L.A. to create an immersive experience that celebrated creativity and digital design.

Two generations of creatives.

Our goal was not only to push the boundaries of what was possible with GenAI and emerging technologies, but also to bring new generations of creatives into it.

The output.

Huge designers and Otis students produced world-class design assets in front of clients in real time.

The numbers.

4
Battle rounds of creativity.
15+
GenAI and design tools used by the competitors.
4
Mystery briefs answered in real time.

It started with a simple question from HR to one of our lead designers: “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.

The jury was formed by Huge's Chief Creative Officer Ez Blaine, Huge’s Executive VP Michael Olaye, Direct TV's Chris Rash, Behr's Richard Wesley, and creative influencer Natasha Chomko.