10/02/2025
What happens when your best teammate isn’t human?
Eight months ago, we kicked off a project with a team spread across Montreal and across Canada. Getting everyone in one room was nearly impossible, so I shifted my approach—meeting one-on-one, and only bringing the full group together three times (about 45 man-hours total).
Here’s the twist: my #1 assistant wasn’t a person. It was AI.
I used AI to shape the theme, build visuals, share concrete ideas, align the client, and ultimately execute one of the most curated and detail-driven experiences we’ve delivered.
The client? The State of Qatar’s Ministry of Transport.
The inspiration? Hamad International Airport’s Orchard—an indoor arboretum designed to bring calm before and after flights.
The result? A Qatari supper-club vibe: young, fresh, and full of surprises.
Below are a few shots showing how the idea evolved over 8 months into an exceptional guest experience.
Takeaway: AI didn’t replace creativity or collaboration—it amplified it, kept the team aligned, and turned vision into reality.