AWR

AWR https://awhiterabbit.com AWR Fri, 11 Sep 2026 17:57:44 +0000 https://awhiterabbit.com en 001_intro https://awhiterabbit.com/001_intro Tue, 28 Jul 2026 19:48:42 +0000 AWR https://awhiterabbit.com/001_intro dessie lazaroff abstraction → synthesis → meaning → system Engineering creates the achievement.Brand, image, culture and desire make the achievement socially real. Or even more fundamentally: Technology is not self-interpreting. ︎︎︎ 001_GEGENUBER https://awhiterabbit.com/001_GEGENUBER Fri, 14 Aug 2026 00:11:59 +0000 AWR https://awhiterabbit.com/001_GEGENUBER GEGENÜBER  DESIGNING FOR THE AI ENCOUNTER (concept · product philosophy · creative direction · interaction architecture · UX/UI · identity · motion · writing · prototyping) <img width="1608" height="2227" width_o="1608" height_o="2227" data-src="https://freight.cargo.site/t/original/i/6a372018ef8ac81b4fdab55d6030356de632bd11d6a97287104434c900f2a49a/EIGHTH19-2.png" data-mid="251236616" border="0" src="https://freight.cargo.site/w/1000/i/6a372018ef8ac81b4fdab55d6030356de632bd11d6a97287104434c900f2a49a/EIGHTH19-2.png" /> A design framework and mobile AI concept exploring what happens when an interface stops treating intelligence simply as a task engine and begins designing for the encounter of intelligence - human and machine. ︎︎︎ 001_AICADIUM https://awhiterabbit.com/001_AICADIUM Thu, 23 Apr 2026 21:29:38 +0000 AWR https://awhiterabbit.com/001_AICADIUM AICADIUM  FRAMING EARLY AI ADOPTION THROUGH TRUST, HUMOR, AND INTERACTION  (communications strategy · campaign lead · creative direction and design) <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/c6a2eb8ed9944c83d4958301ad6126274e0fff8e0c0552ea02bed614924276a9/Copy-of-AICADIUM.jpg" data-mid="250802552" border="0" src="https://freight.cargo.site/w/960/i/c6a2eb8ed9944c83d4958301ad6126274e0fff8e0c0552ea02bed614924276a9/Copy-of-AICADIUM.jpg" /> In 2022, I developed strategy for an industrial AI brand out of Singapore and two AI concepts built on different readings of the earliest conversational AI - 1966’s MIT experiment ELIZA. ︎︎︎ 001_BMW https://awhiterabbit.com/001_BMW Fri, 11 Sep 2026 17:57:44 +0000 AWR https://awhiterabbit.com/001_BMW BMW  TWO PROJECTS FOR THE SAME BOARD. ONE QUESTION: HOW DO YOU MAKE AN INSTITUTION FEEL A FRONTIER? (concept direction · research synthesis · visual systems · narrative · design) <img width="1224" height="792" width_o="1224" height_o="792" data-src="https://freight.cargo.site/t/original/i/c7d99683897c4c75004e1523b2727a8ff2d26c639d30f3c9219865ec91d37370/bmw_Deliverables-pg3.png" data-mid="252082516" border="0" src="https://freight.cargo.site/w/1000/i/c7d99683897c4c75004e1523b2727a8ff2d26c639d30f3c9219865ec91d37370/bmw_Deliverables-pg3.png" /> <img width="1600" height="900" width_o="1600" height_o="900" data-src="https://freight.cargo.site/t/original/i/dc1b072f2376f1580d6bf4ece240d0f540f56934256a77ff04fa3bb6784011f1/BMW_SPC0411.jpg" data-mid="252082517" border="0" src="https://freight.cargo.site/w/1000/i/dc1b072f2376f1580d6bf4ece240d0f540f56934256a77ff04fa3bb6784011f1/BMW_SPC0411.jpg" /> BMW was looking beyond the next model cycle: toward oceans, materials, mobility and a 15–25+ year future. But the ocean had been reduced to corporate virtue and Mars to science fiction. Neither could move a complex org in its existing language. ︎︎︎ 001_ENEX https://awhiterabbit.com/001_ENEX Wed, 29 Jul 2026 01:53:23 +0000 AWR https://awhiterabbit.com/001_ENEX THE LEVER, TWICE  TWO ENERGY COMPANIES. TWO REGISTERS. ONE CRAFT  (communications strategy · campaign lead · creative direction and design) <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/88aeaf68f1cd67723cb376c510353c778642f3c4a72b68e28dd285cd16bdb687/Copy-of-ENOVIX_STRATEGY1.jpg" data-mid="250802873" border="0" src="https://freight.cargo.site/w/960/i/88aeaf68f1cd67723cb376c510353c778642f3c4a72b68e28dd285cd16bdb687/Copy-of-ENOVIX_STRATEGY1.jpg" /> <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/73c9ccd9af0bdb6fddd0051738ab284aba28ffc2c15d404c78f2fd70e6c8bc56/EXGR4T3.jpg" data-mid="250802872" border="0" src="https://freight.cargo.site/w/960/i/73c9ccd9af0bdb6fddd0051738ab284aba28ffc2c15d404c78f2fd70e6c8bc56/EXGR4T3.jpg" /> Two energy technologies had the same communications failure: superior science, ordinary story.Enovix’s silicon-anode architecture was invisible. Exeger’s Powerfoyle risked reading as another solar component. ︎︎︎ 011_CD_BRND https://awhiterabbit.com/011_CD_BRND Thu, 23 Apr 2026 22:08:02 +0000 AWR https://awhiterabbit.com/011_CD_BRND  CREATIVEDRIVE   BRAND ARCHITECTURE, PHILOSOPHY, VISUAL SYSTEMS (Creative Director) <img width="1224" height="689" width_o="1224" height_o="689" data-src="https://freight.cargo.site/t/original/i/332feea62beea62a63e454190c92430af9aba668cff42b6e0957322c9b467725/CD_BRAND21.jpeg" data-mid="247552246" border="0" src="https://freight.cargo.site/w/1000/i/332feea62beea62a63e454190c92430af9aba668cff42b6e0957322c9b467725/CD_BRAND21.jpeg" /> CreativeDrive was scaling rapidly across five continents — operating across technology, production, innovation, automation, and content-at-scale. Growth had created capability, but undermined visual unity. ︎︎︎ 001_CORACGI https://awhiterabbit.com/001_CORACGI Fri, 17 Jul 2026 01:24:30 +0000 AWR https://awhiterabbit.com/001_CORACGI  CORACGI   IDENTITY, CAMPAIGN, FILM AND DIGITAL LAUNCH FOR CREATIVEDRIVE’S CGI PLATFORM (Creative Director) <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b10dd922b8345141f6282facd9a549301913d9a6581f34f886938d9a37ab7903/CORA_1.gif" data-mid="250480030" border="0" src="https://freight.cargo.site/w/1000/i/b10dd922b8345141f6282facd9a549301913d9a6581f34f886938d9a37ab7903/CORA_1.gif" /> The challenge was not simply to explain what the system did. It was to change how people felt about automation inside a company whose product challenged the foundation of creative work.  ︎︎︎ 001_AH https://awhiterabbit.com/001_AH Tue, 21 Jul 2026 03:54:57 +0000 AWR https://awhiterabbit.com/001_AH AMAZING HAPPENINGS  EDITORIAL CONTENT SYSTEM & DIGITAL MAGAZINE FOR CREATIVEDRIVE  (Creative Director) <img width="1567" height="855" width_o="1567" height_o="855" data-src="https://freight.cargo.site/t/original/i/bf65f396a012e50fa53eeae26db396690db840359b185a574932be2d6a44cee7/AH_HERO.png" data-mid="250550678" border="0" src="https://freight.cargo.site/w/1000/i/bf65f396a012e50fa53eeae26db396690db840359b185a574932be2d6a44cee7/AH_HERO.png" /> I led the creation of Amazing Happenings, an editorial platform designed to function as brand infrastructure: not a campaign, not a blog, and not a brochure, but rather as a repeatable system for sharing making, thinking and understanding. ︎︎︎ 011_DFJ https://awhiterabbit.com/011_DFJ Thu, 23 Apr 2026 20:09:53 +0000 AWR https://awhiterabbit.com/011_DFJ DASSAULT FALCON JET  LAUNCHES, CAMPAIGNS, FILM, ENVIRONMENTS, PRINT & DIGITAL PRODUCT (creative direction · design · copy) Falcon’s category default was predictable: aircraft against blue sky, technical prestige flattened into cliché. My work broke that pattern, building a visual language that made engineering feel sharper, rarer, and more desirable across launches, technical communications, printed objects, and event environments. ︎︎︎ 001_SPX https://awhiterabbit.com/001_SPX Tue, 28 Jul 2026 20:34:24 +0000 AWR https://awhiterabbit.com/001_SPX  SPACEX   MAKING ORBITAL REFUELING IMMEDIATELY UNDERSTANDABLE  (Design) Built to extend across communications, this design exploration treated refueling as infrastructure: the enabling logic behind deep-space capability. ︎︎︎