Upscale
Conf
san francisco, may 20-21
What's Upscale?
creativity, tech & ai
Upscale Conf is an event for all creators, technologists, and innovators organized by Freepik.
It's where bold creative minds connect to explore, debate, and show how technology can be used to achieve digital masterpieces. Born in Málaga, Spain, the conf is now heading to San Francisco to gather creatives from all around the world.
last year recapped
Future shaping
talks
Big ideas, fresh perspectives, and conversations that stay with you. these talks will leave you rethinking what's possible and wanting to push it.
See Talks from Málaga 2024workshops
that actually work
Learn from the best.
Join interactive sessions led by industry pros. From AI tools to creative breakthroughs, these workshops leave you with skills you can actually use.
inspiring
networking
Come for the talks, stay for the people who just get it. Upscale is where you'll find your next big collaborator, mentor, or creative partner.
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JOIN EARLY AND SAVE
MAY 20-21, 2025
SFJAZZ, SAN FRANCISCO
tickets
- $650
- $350
- get early bird tickets
SPEAKERS
WHOSE TALKS YOU'LL REMEMBER
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LINUS EKENSTAM
AI EVANGELIST & EDUCATOR
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JOHN MAEDA
VP ENGINEERING, HEAD OF COMPUTATIONAL DESIGN, AI PLATFORM AT MICROSOFT
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JASON ZADA
CCO AT SECRET LEVEL
MORE SPEAKERS COMING SOON

LINUS EKENSTAM
AI EVANGELIST & EDUCATOR
Passionated and driven Product Designer & Entrepreneur. Been able to work at some incredible companies like Typeform, Get Bamboo, Thingtesting, Flodesk to mention a few. I've started a couple of businesses and failed some and learned a lot.
I like to write about technology and future trends as well as keep up with what's going on in the realm of space, robotics, and the world of finance. I've been living the last 6 years in the design capital of Europe, Barcelona. But recently found myself becoming a dad, and priorities changed and I now live in the rural countryside in Sweden.
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JOHN MAEDA
VP ENGINEERING, HEAD OF COMPUTATIONAL DESIGN, AI PLATFORM AT MICROSOFT
American technologist. Product experience leader across consumer and enterprise. Early catalyst for generative art and computational design for commercial applications across Web2 and Web3. First recipient of White House's National Design Award for algorithmically-generated visualizations informed by data + AI. Noted book author, online influencer, and investor in diverse startups.
Currently serving as VP, Engineering, Head of Computational Design / AI Platform at Microsoft. Formerly chief technology officer of Everbridge, Sonos board of directors, Wieden+Kennedy board of directors, Kleiner Perkins partner, MIT Media Lab data visualization lead, Automattic head of design + inclusion, Publicis Sapient executive vice president and chief experience officer, and 16th president/ceo of Rhode Island School of Design (RISD).
Author of five books including a gentle intro to AI/ML "How To Speak Machine" and the tech bestseller of 2006 "Laws of Simplicity." Writings, interviews, or talks include WSJ, NYT, TED, BBC, WEF, COP, CNN, The Economist, Forbes, USA Today, Fortune, Fast Company, Esquire. Honors include three honorary doctorate degrees, TIME Best Twitter 140, White House National Design Award, Fast Company Masters of Innovation, LinkedIn Top 10 US Influencer, Esquire 75 Most Influential of the 21st Century, and Tribeca Film Festival Disruptor Award for launching the STEM to STEAM movement in the US.
"Maeda is to design what Warren Buffett is to finance." —Wired Magazine
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JASON ZADA
CCO AT SECRET LEVEL
Jason Zada is an award-winning filmmaker, creative technologist, and pioneer in AI-driven storytelling. With a career spanning film, interactive media, and emerging technology, he has consistently pushed the boundaries of how stories are told and experienced. He is best known for directing the feature film The Forest and creating the viral interactive experience Take This Lollipop, which captivated millions worldwide. His work seamlessly blends innovation and emotion, redefining audience engagement across multiple platforms.
As the founder of Secret Level, the leading AI-native entertainment studio, Jason is at the forefront of reimagining filmmaking with artificial intelligence. His work explores how AI can revolutionize storytelling, reshape creative workflows, and challenge traditional notions of authorship. Through Secret Level, he is developing groundbreaking AI-native content while fostering a new generation of AI filmmakers. A thought leader in the space, Jason continues to push the limits of what's possible, bridging technology and creativity to shape the future of entertainment.
get on stage
speak at the conf
Think you have the talk everyone will be quoting? Submit your idea and let's make it happen.
become a sponsor
get your company involved
Partner with UPSCALE CONF and show your brand's commitment to innovation.
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get answers to your questions
FAQ
+ What can I expect at Upscale Conf?
Your ticket grants you access to both conference days, including talks, workshops, and the afterparty on Wednesday, May 21st. Lunch, coffee, and snacks will be provided during the conference.
+ Will there be workshops or hands-on sessions?
Yes, in addition to talks, we are offering interactive workshops where you can get hands-on experience with the latest AI tools and creative technologies. You will be notified via email with info about how to register for the workshops. Space in workshops is limited.
+ Can I apply to speak at Upscale Conf?
Yes, we are accepting speaker applications! See the Apply to speak section for more.
+ How do I get to the venue?
SFJAZZ CENTER is located at
201 Franklin Street
San Francisco, CA 94102, USA. It's in Hayes Valley neighborhood, close to restaurants
and parking garages if needed. The venue is accessible by
BART, MUNI and Market Streetcar.
+ Is there a refund policy for tickets?
Yes, refunds are available up to 30 days before the event. For full terms, please check our ticketing policy.
+ How can I get an invoice for my ticket?
You can get receipts with tax information directly from our ticketing platform.
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