CES Day One
In a high-stakes Day One moment, AMD partnered with GPJ to reimagine the traditional keynote, delivering a cinematic, nine-screen spectacle that positioned the brand at the center of the AI revolution.
At CES 2026, AMD delivered its most ambitious keynote to date—described by its own leadership as a “step change” in how the brand shows up on the world’s biggest stage. Designed to position AMD at the forefront of the AI revolution, the experience redefined what a technology keynote can be: immersive, cinematic, and powered by AI itself.
The Challenge
As one of the world’s leading chipmakers—and a top 30 most valuable global company—AMD entered CES with high stakes. The brand needed to elevate its presence and reinforce its central role in the AI ecosystem.
A traditional slide-driven presentation wouldn’t be enough.
The Collaboration
AMD partnered with George P. Johnson (GPJ) and Spinifex Group to reimagine the keynote format. Operating as a unified team, GPJ led overall strategy, experience design, and large-scale execution—ensuring every moment aligned with AMD’s business objectives and global stature. Spinifex drove the creative and content engine, building immersive visual worlds that carried the narrative forward. Tool partnered on the AI-produced opening film.
Together, we crafted a seamless, continuous story—moving fluidly through AI-powered environments that reinforced AMD’s role at the center of innovation.
The Experience
The keynote opened with a film about AI, created using AI, setting the tone for a presentation built around real-world impact. From there, Dr. Lisa Su was joined by partners including AstraZeneca, OpenAI, and Blue Origin—demonstrating how AMD technologies power breakthroughs across healthcare, space, enterprise, and beyond.
A massive nine-screen display transformed the stage into dynamic 3D environments—from outer space to a Zen garden—ensuring every inch of the canvas worked harder. Rather than repeat slides across screens, the team used the full real estate to visualize data, amplify partner stories, and eliminate traditional PowerPoint-driven moments. The result was a keynote that felt cinematic, immersive, and human—designed to make AI relatable and relevant to everyone in the room.
The Impact
The experience marked a decisive evolution in AMD’s brand presence at tentpole events. By leaning into AI as both subject matter and production tool—and by taking creative risks—the brand elevated its global perception and demonstrated leadership at scale.
As highlighted in Event Marketer, the keynote showcased how AI can refine narrative, deepen immersion, and unlock new creative possibilities—without losing the human touch.
At GPJ, we believe the future of brand storytelling isn’t about presenting innovation. It’s about embodying it. At CES 2026, AMD did exactly that.
