Creative Direction & AI Automation
Jerusalem Marathon
A citywide event, an impossible timeline, and wartime conditions. Called in to design the entire Jerusalem Marathon on a week-and-a-half runway, I brought AI in as a full creative partner: custom agents that wrote code to automate Adobe and pushed out hundreds of print and digital files in near-zero time. Uncompromising human creative, paired with the right automation, doing the work of whole departments.
- weeks, from zero
- 1.5
- print & digital files
- 100s
- designer + agents
- 1
Sometimes the hardest part of a massive project isn't the deadline, it's the sheer scale of what has to move at once.
I was called in to design the most recent Jerusalem Marathon, an event with two decades of tradition and scale behind it. The timeline was impossible: a week and a half, from zero. The conditions were anything but normal. This was during Operation Rising Lion, with sirens and missile strikes in the heart of Tel Aviv.
Under that kind of pressure and uncertainty, conventional production timelines simply couldn't fit the window. With the country under fire and teams scattered, I carried the creative production end-to-end, and still had to deliver something extraordinary. That meant rethinking the workflow from the ground up.
So instead of bringing in a battalion of designers, I recruited AI as a full partner in my workflow. I wove it through every stage, from concept and rapid reference-building to custom agents I built to write code that automated Adobe software directly.
Those agents became my production team. They cut, closed, and wrapped hundreds of complex files for print and digital automatically, in near-zero time, from the enormous scaffolding and stage structures on the ground, down to the runners' bib numbers.
The result proved the point: uncompromising human creative, paired with the right technology and automation, can do the work of entire departments, and deliver at a pace no conventional workflow could match.
Event video and editing: Spark Digital.
