Upscale
Conf
san francisco, may 20-21
Creativity, tech & ai
Upscale Conf is an event for all creators, technologists, and innovators.
It's where bold creative minds connect to explore, debate, and show how technology can be used to achieve digital masterpieces.
Organized by Freepik, born in Málaga, Spain, the conference is now heading to San Francisco to gather creatives from all around the world.
20-21 May 2025
sfjazz center, san francisco
Speakers

John Maeda
VP ENGINEERING, HEAD OF COMPUTATIONAL DESIGN, AI PLATFORM AT MICROSOFT

Julie Zhuo
CO-FOUNDER AT SUNDIAL

Gmunk
DIRECTOR AND DIGITAL ARTIST AT GMUNK

Chad Nelson
CREATIVE DIRECTOR AT OPENAI

JASON ZADA
CCO AT SECRET LEVEL

COMFY
FOUNDER AT COMFY UI

BEN BARRY
VISUAL ARTIST AND DESIGNER AT NON LINEAR

HENRY DAUBREZ
GLOBAL VP OF CREATIVE INNOVATION AND DESIGN AT DEPT, CCO AT DOGSTUDIO

ANDREA TRABUCCO-CAMPOS
PARTNER AT PENTAGRAM

LEONARDO DE LA ROCHA
VP OF DESIGN AT SIMPLEPRACTICE

CLAUDIO GUGLIERI
SENIOR DIRECTOR AT WORK&CO

LINUS EKENSTAM
AI EVANGELIST & EDUCATOR

KATHRYN HAN
PRODUCT DESIGN LEADERSHIP, GENAI AT META

JUSTIN MAIER
CEO OF CIVITAI

DAVID JENSENIUS
DEVELOPER AT GITHUB COPILOT

MARTIN LEBLANC
CXO AT FREEPIK

PRIYA RAJARAMAN
BUSINESS DESIGNER AT ACCENTURE SONG

JUSTIN LOKITZ
CEO, FOUNDER AND CHAIR AT PLANTFULLY SYSTEMS

MATTY SHIMURA
EXECUTIVE PRODUCER OF AI FILM & TV AT PROJECT ODYSSEY

CORBETT DRUMMEY
VP BRAND COLLABORATION AT LIGHTRICKS

BROOKE HOPPER
SENIOR PRINCIPAL DESIGNER AT ADOBE

DAVID MONTERO
PRINCIPAL PRODUCT DESIGNER AT ROBLOX

STEFANIE HUTKA
HEAD OF DESIGN RESEARCH, SENDFULL

LINDSAY BIEDA
ENGINEERING MANAGER AT GITHUB

KATE CATLIN
SENIOR PRODUCT MANAGER AT GITHUB

JESÚS TERRADA
SOCIAL MEDIA CREATIVE SPECIALIST AT FREEPIK

KING WILLONIUS
AI STORYTELLER, COMEDIAN, FILM-MAKER

NIK KLEVEROV
CCO OF NATIVE FOREIGN

JOAQUÍN CUENCA ABELA
CEO AND CO-FOUNDER OF FREEPIK

CLAIRE XUE
AI CREATIVE EDUCATOR AND COMMUNITY BUILDER

MINH DO
COFOUNDER OF MACHINE CINEMA, FANTASTIC DAY, FAIRGROUND.TV

SOFÍA LOPEZ
AI GROWTH MANAGER AT FREEPIK

JAMES GERDE
AI ANIMATOR AT GERDE GOT IT
AI's impact on how we design
Joaquin Cuenca, Freepik
9:30 AM – 10:00 AM, Main Stage
Creativity in the Age of AI
Chad Nelson, OpenAI
10:05 AM – 10:35 AM, Main Stage
How is creativity transformming in the age of AI? Dive in to this session with OpenAI Creative Specialist, Chad Nelson as he walks through his unique creative journey from the birth of the internet to today -- and his predictions for the future.
Talk title coming soon
Speaker revelaed soon
11:00 AM – 11:30 AM, Main Stage
Branding AI
Ben Barry, Non Linear
11:35 AM – 12:05 PM, Main Stage
In this talk, Ben Barry will share his unique approach to branding AI companies—highlighting real-world projects and the creative strategies behind them. He'll also explore the historical influences that have shaped his vision, offering a dynamic look at how the past informs the future of AI branding.
What's New in ComfyUI: Video, 3D and Training
Comfy
11:35 AM – 12:30 PM, Workshop room
From 0 to final product in record time
Sofia Lopez, Jesús Terrada, Freepik
12:30 AM – 1:30 PM, Workshop room
Get ready to create fast. In this hands-on session, you'll use Freepik's AI tools to go from blank canvas to finished design in no time. Learn how to generate, edit, and finalize creative assets with speed and style.
Project Odyssey, Freepik, and Magnific: The New AI Film Creative Stack
Matty Shimura, Justin Maier, James Gerde, King Willonius, Nik Kleverov
1:00 PM – 1:45 PM, Main stage
A panel discussion with the judges, sponsors, and winners of the Project Odyssey AI Film Competition.
AI Creation Reformation
Kathryn Han, Meta
1:50 PM – 2:20 PM, Main stage
AI is not just a tool—it's the great disrupter, the ultimate accelerator, and the unexpected equalizer of our time. As algorithms redefine the boundaries of imagination, we're entering an era where creativity is no longer confined to the few, but accessible to the many. This session explores how AI is revolutionizing the way we ideate, design, and produce—shifting power, reshaping roles, and opening the floodgates of possibility for a new generation of makers.
Work: What Has Changed, What Will and What Won't
Claudio Guglieri, Work&Co
2:25 PM – 2:55 PM, Main stage
AI is changing how we work, raising the bar for creativity towards taste, weirdness, humanity. In this talk by Claudio Guglieri he'll explore creativity's evolving landscape through quick dives into art history, his own personal stories and career journey building on the web.
Directing the Future of Video Production
Corbett Drummey, Lightricks
3:20 PM – 3:50 PM, Main stage
In this talk, Corbett Drummey will showcase the latest in AI video production, and give a peek into what's around the corner
The New Creative Stack: Building Design Teams That Thrive With AI
Leonardo de la Rocha, SimplePractice
3:55 PM – 4:25 PM, Main stage
What does it take to build a team that doesn't just use AI, but truly thrives with it? In this unique keynote, Leonardo De La Rocha will unpack the key components of a modern creative stack where AI amplifies both individual craft and team culture. Drawing from his experience at SimplePractice, he'll share practical frameworks for integrating AI tools while preserving the human elements that make design teams special. Through real-world examples and honest lessons learned, he'll demonstrate how to build feedback loops between leadership and IC layers, establish metrics that matter, and create processes that scale. Whether you're a design leader architecting your team's future or an IC helping shape it, you'll leave with actionable strategies to make AI a cornerstone of your creative practice rather than just another layer in your tech stack.
Designing Responsibly: AI-Driven Techniques for Unique Brand Imagery
Claire Xue, Wonder Studios
3:55 PM – 4:55 PM, Workshop room
Join us for an interactive workshop where we dive into Freepik's AI suite to transform your creative process. In this session, we'll explore practical tips and hands-on techniques for crafting distinctive product images and dynamic videos that truly stand out. You'll see how AI can streamline your workflow and expand your creative horizons—while we also discuss potential limitations and considerations to keep in mind. This workshop is tailored for creative professionals looking to elevate their visual storytelling. Whether you're a seasoned designer or just curious about integrating AI into your projects, you'll gain actionable insights, explore both the benefits and the trade-offs, and leave with a toolkit that sparks new ideas for your next project. Curious to see how tech meets creativity? Come join us and be part of the conversation that's shaping the future of visual content!
The Paradox of AI: How visual history is the most important element in generative AI today.
Andrea Trabucco-Campos
4:30 PM – 5:00 PM, Main stage
The tools will keep on rapidly evolving, yet visual culture is anchored in a continuum that stems from history and the evolution of the craft. The most meaningful uses of AI a visual context come from an understanding of this history.
It's Time to Build Story Worlds
Jason Zada, Secret Level
9:15 AM – 9:45 AM, Main stage
Once reserved for major studios, the power to build expansive story worlds is now in everyone's hands. In this talk, Jason Zada explores how generative AI is unlocking a new era of creativity—where creatives can move at the speed of culture and expand cinematic universes with imagination and the right tools.
From UX to AX: Agentic Experience in the 2025 Design in Tech Report
John Maeda, Microsoft
9:45 AM – 10:15 AM, Main stage
In this talk, we'll explore how AI is shifting design from user-driven interactions (UX) to agent-driven experiences (AX) that bypass traditional human interfaces. Drawing on the 2025 Design in Tech Report, we'll show how self-directed AI systems open new possibilities for both productivity and innovation—while demanding fresh thinking on resilience, transparency, and control.
Ship Smarter AI Apps with GitHub Models
Kate Caitlin & Lindsay Bieda, Github
10:15 AM – 11:15 AM, Workshop room
Discover how GitHub Models brings AI development into your existing workflow—no more context-switching or one-off scripts. This new suite of repo-native tools helps you manage prompts, run evaluations, compare model outputs, and securely tap into 40+ models with one API key. In this 50-minute session, two GitHub leaders will walk you through our latest launch and then guide you through a hands-on experience using GitHub Models in a live demo repo. Whether you're wrangling messy prompts or hunting for the right model, you'll leave with practical skills—and a smoother path to shipping powerful AI apps.
A deep dive into GMUNK's latest works combining full-spectrum drone cinematography and animatediff
GMUNK
10:45 AM – 11:15 AM, Main stage
A deep dive into GMUNK's latest works combining full-spectrum drone cinematography and animatediff
AI by Design - How AI is Reshaping Creativity and Collaboration
David Montero, Brooke Hopper, Stefanie Hutka
11:15 AM – 12:00 PM, Main stage
AI is already transforming how we work - but just how deep does that transformation go, and what does it mean for the future of design? This panel will unpack these critical questions, exploring how AI is reshaping the foundations of product design, how designers are integrating AI into their workflows, and what challenges and opportunities lie ahead. Our panelists will offer actionable insights on how designers can adapt, thrive, and help shape a future where AI tools augment creativity and enhance collaboration.
Human + AI: Rethinking the Jobs-to-be-Done
Priya Rajaraman, Justin Lokitz
11:15 AM – 12:15 PM, Workshop room
This workshop is designed for designers, product thinkers, and design-adjacent roles who are curious about integrating AI into their work without losing sight of human needs. Whether you're new to AI or exploring frameworks like Jobs-to-be-Done (JTBD), this session offers a grounded, approachable way to think about designing tools that empower users rather than automate over them. No technical background required — just a desire to create with intention.
Workshop by Google
12:15 PM – 1:15 PM, Workshop room
Startup competition
1:00 PM – 1:30 PM, Main stage
Google Cloud Startup Competition, spotlighting innovative startups using AI, cloud tech, or digital platforms. Finalists will compete for a Google Cloud prize, including credits and support, gaining exposure to industry leaders and investors. A prime opportunity for startups to shine and grow with Google Cloud's resources.
Talk title coming soon
Julie Zhuo, Sundial
1:30 PM – 2:00 PM, Main stage
No, GenAI doesn't kill creativity
Henry Daubrez, Dogstudio
2:00 PM – 2:30 PM, Main stage
A collection of facts, a state of the market, and some very real projects to explain the potential of GenAI for us creatives
Let's use AI as an artist assistant!
David Jensenius, GitHub Copilot
2:00 PM – 3:00 PM, Workshop room
In this workshop we will build an interactive art piece using AI as an assistant. This workshop will show how someone who is inexperienced with code, or with basic knowledge, can use coding assistants to help rapidly prototype.
Talk title coming soon
Kevin Baillie, Eyeline Studios
2:30 PM – 3:00 PM, Main stage
Closing Keynote
Martin LeBlanc, Freepik
3:00 PM – 3:30 PM, Main stage
An exploration of the tools shaping tomorrow's creative workflows. In this session, we'll unveil how Freepik's AI-driven platform empowers designers to move from concept to polished product—seamlessly integrating visuals, motion, and sound.
Use AI Video to Tell a Personal Story
Minh Do & Fred Grinstein, Machine Cinema
2:25 PM – 3:20 PM, Workshops room
Bring your laptop and a personal story and we'll use AI Tools to generate and animate that story in just 1 hr! Learn, generate, and showcase your creations super fast. This will be an opportunity for you to experiment with the very latest tools and workflows at the cutting edge of AI creation.

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.

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

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.

DAVID JENSENIUS
DEVELOPER AT GITHUB COPILOT
David Jensenius is a media artist, composer, software engineer, and trouble maker living in Kitchener, Ontario, Canada. His work attempts to question systems - from ecological networks to digital architectures - to find ways to build new networks or find breaks in existing architectures. David's work, both solo and in collaboration with other artists, has been shown in galleries, museums, and art festivals throughout Europe and North America. In addition to his art practice, David works at GitHub on Copilot and has worked in the tech industry for over 20 years. .

HENRY DAUBREZ
GLOBAL VP OF CREATIVE INNOVATION AND DESIGN AT DEPT, CCO AT DOGSTUDIO
Global VP of Design and Creative Innovation at DEPT® / Head of Design of DOGSTUDIO/DEPT® by day, Henry spent nearly two decades trying to pioneer on digital immersive and experiential work for some of the largest brands on the planet. He fosters a culture built around storytelling, an obvious love for details, and a heavy tendency to reference pop-culture in his approach.
By night, Henry conceives art pieces through cutting-edge artificial intelligence-driven tools imagined and built by people much smarter then he is. His recent AI-assisted pieces got auctioned and sold at Sotheby's for 5 figures, and his body of work has been exhibited in Tokyo, New York, Los Angeles, Vancouver, and so on.To his greatest delight, his latest film, "Kitsune" stirred even more the pot of the "oh, AI normally can't do that" conversations.
Finally, Henry quickly figured out letting machines do all the work, speaking of himself at the third person, and a sharp sense of sarcasm would be his best chance at pretending he actually belongs to the international art and design scene.

LEONARDO DE LA ROCHA
VP OF DESIGN AT SIMPLEPRACTICE
With a unique journey from engineer to visual designer to design executive, Leonardo currently serve as VP of Design for SimplePractice, the world's leading electronic healthcare record (EHR) platform for independent health and wellness practitioners. His multidisciplinary background allows him to bring both structured thinking and creative problem-solving to the complex challenges of healthcare technology.
Throughout his career at industry-leading companies including Spotify, Intuit, Facebook, and Yahoo!, he's built and nurtured Design, User Experience, and User Research teams across both B2B and complex B2C environments. He's particularly passionate about strengthening design culture and driving product innovation in traditionally underserved technology spaces where thoughtful design can create meaningful impact.
Beyond his role at SimplePractice, Leonardo remains connected to his roots as a visual designer and illustrator, bringing this creative perspective to his advisory work with startups in the FinTech and Food Ecosystems spaces. He's also actively exploring the potential of generative AI tools to enhance his personal creative projects and branding work for small businesses and friends. His approach combines analytical rigor with human-centered design principles to help organizations deliver exceptional customer experiences through design-led product development.

MARTIN LEBLANC
CXO AT FREEPIK
Martin LeBlanc is Chief Experience Officer at Freepik and founder of Iconfinder, a design and tech leader driving AI-powered creative tools. At Freepik, he shapes user experiences for millions, building on his work with Iconfinder, the top icon marketplace sold in 2022. Mixing design, AI, and product know-how, Martin focuses on practical, user-first solutions. At this conference, he'll talk about AI's impact on creativity and lessons from growing design businesses.

CLAIRE XUE
AI CREATIVE EDUCATOR AND COMMUNITY BUILDER
Claire Xue is an AI creative educator, and a dedicated advocate for responsible, human-centered AI. She serves as the Marketing Director for the Project Odyssey AI Film Competition. Claire has also trained creative teams at renowned LVMH brands like Sephora and Hennessy, helping them integrate AI tools into their workflows effectively and thoughtfully. Through her newsletter, "The AI Stuff Creators and Artists Should Know," she shares insights on the ethical, legal, and practical aspects of AI in the creative industry while fostering a vibrant, learning community.

ANDREA TRABUCCO-CAMPOS
PARTNER AT PENTAGRAM
Andrea Trabucco-Campos is a graphic and type designer whose practice utilizes typography and behavior to build transformative visual identities. An active voice in emerging technologies like AI, his work investigates their role in the design process and culture. His output spans the digital to the material, encompassing brand identities and systems, websites and apps, print and editorial, motion and interaction, signage and environmental, and custom typefaces.
Andrea has led teams in transforming and launching some of the world's most renowned brands. He has partnered with a range of organizations including Rhode Island School of Design (RISD), Apple, Mastercard, The New York Times, United Nations, Noma, Space10 (IKEA's Creative Lab), and MasterClass, among others.
Andrea was born in Colombia, grew up in Italy and now resides in New York. He leverages the experience of his own cultural journey to uncover the essence of others' identities. His pursuit of contextual tensions and fluency in design history allows him to create work that crosses boundaries, strategically putting brands in conversation with culture.
Andrea was previously a creative director at Gretel and DesignStudio, and is returning to Pentagram after prior stints as a designer and associate partner in the New York office from 2015-2019. Alongside these roles, he has maintained an independent practice for over a decade, designing identities for theaters and film festivals, award-winning books and websites, and custom typefaces for publications.
In 2022, Andrea's active curiosity led him to co-found and run Vernacular, a small independent publisher with a focus on the intersection of form, typography and visual culture that stretch beyond the commonly agreed registers of "good design." His first book, Artificial Typography, has garnered international attention and recognition for pushing the evolving conversation of AI and design.
Andrea holds a BA in Philosophy from New York University and received his Masters in Design at the Scuola Politecnica di Design in Milan. He has taught courses in typography and graphic design at the School of Visual Arts (SVA) since 2017, and he regularly lectures at a number of other institutions, including Parsons School of Design and the Cooper Union in New York and the Scuola Politecnica di Design in Milan.
His work has been honored in Fast Company's Innovation by Design Awards, the D&AD Awards, the Art Directors Club Awards, the Type Directors Club Annual, the Society of Typographic Arts 100, the New York Design Awards, and Brand New's Best Identities, among others. In 2018 he was nominated for a Grammy for his and Luke Hayman's work with The National.

SOFIA LOPEZ
AI GROWTH MANAGER AT FREEPIK
Sofia Lopez is the AI Growth Manager at Freepik, where she leads initiatives to expand the company's AI-powered marketing offerings. With a background combining ar history, science communication and creative marketing, Sofia drives adoption of Freepik's innovative AI tools across global markets. She specializes in strategic product marketing for AI design tools, translating technical capabilities into clear benefits for creative users. Sofia works closely with creative agencies, freelancers, and AI creators to build engaged communities and ensure tools meet real-world needs. She leads workshops and educational initiatives, as well as events showcasing the potential of AI tools for enhancing creativity. At this conference, she'll share tactics for communicating AI value through case studies from her work in creative technology.

BRADLEY G MUNKOWITZ (GMUNK)
DIRECTOR AND DIGITAL ARTIST AT GMUNK
GMUNK is a globally renowned digital artist, live-action director and motion designer whose creativity and innovation span a unique range of mediums. The through-line in his work utilizes a fusion of psychedelic themes and richly textured palettes, and his signature lens-based style is enigmatic, atmospheric, and metaphysical — much like the Munky himself.
His ethos is driven by his desire to learn and be uncomfortable. He continuously seeks to apply his foundation in motion design to new mediums, with new collaborators. The results of these labors often take beautiful and unexpected forms as short films, installations, digital art, data visualizations, commercials, music videos, title sequences and various applications of motion design.
GMUNK's work has been exhibited and sold at Christie's, Sotheby's and in fine-art galleries around the world. His early Flash and Motion Design work set the bar for experimentation in the medium and has been studied in schools internationally for over two decades. His projection-mapping opus BOX is one of the most viral short films ever made and won prestigious awards including the Cannes Grand Prix and Siggraph's Best in Show. He produced one of the world's most iconic image campaigns with the Microsoft Windows 10 desktop wallpaper, seen by over a billion people worldwide. He pioneered early Augmented Reality concepts by designing the holographic content in science-fiction pillars Tron: Legacy and Oblivion. His full-spectrum photography series InfraMunk has inspired an entire generation of artists and has been published worldwide in numerous print and online platforms including Fubiz, DesignBoom, and Engadget. Over decades, his commercial work has been prolific, with commissions for clients such as Apple, Disney, Nike, Adidas, Samsung, Microsoft, Meta, Audi, Maserati, Mercedes, NASA, Sony, Uber, Dolby, HP, Adobe, Coca-Cola, Tonal, Dobel, The Creators Project, Asus, Hummer, Infiniti and HBO.
His work often centers around themes of identity, the subconscious, and our human connection to technology.

CLAUDIO GUGLIERI
SENIOR DIRECTOR AT WORK&CO
Claudio Guglieri is a Spanish designer and lecturer based in San Francisco, California. He leads teams and designs interfaces for clients of all sizes. In the past two decades, he has done work for big companies such as Microsoft, Google, Apple, or Meta and also smaller startups like Opal Camera where he joined as Head of Design and went to launch a new consumer device to the market and envision the future of their product line up.
Throughout his career, Claudio has done work in almost every vertical (gaming, healthcare, entertainment, financial) and that has helped him acquire a broad perspective on the tenets, the musts and the shouldn'ts of interactive design. He actively shares his insights through lectures and writings, contributing to events such as TEDx, Awwwards Conference, UXWeek by Capital One, AIGA, or OFFF.

COMFY
FOUNDER AT COMFY UI
Original Author of ComfyUI.

BEN BARRY
VISUAL ARTIST AND DESIGNER AT NON LINEAR
Ben is the founder of the design studio Nonlinear. Previously, he was the design director for OpenAI, and was one of the first communication designers to join Facebook's team in California. Notably, while working at Facebook, he cofounded the Facebook Analog Research Laboratory, an internal print studio and art program. He currently serves on the board of the Corita Art Center, and is also an alumnus and advisor of John Bielenberg's experimental design education program, Project M, where he explores the role designers can play in encouraging social change.

JULIE ZHUO
CO-FOUNDER AT SUNDIAL
Julie Zhuo is the founder of Sundial, an analytics platform that helps innovative teams make better, faster decisions. Previously during her 14-year journey from Facebook's first intern to Vice President of Product Design, she spearheaded the development of iconic features for over two billion users. Her field guide to management, The Making of a Manager, became an instant Wall Street Journal bestseller and was selected as one of Amazon's Best Business and Leadership Books that year with over 5000 positive reviews. An active speaker and investor, Julie regularly writes about technology, design, and leadership on her popular blog and mailing list, The Looking Glass. She graduated with a bachelor's and master's in Computer Science from Stanford University, and lives with her husband and three children in California's Bay Area.

CHAD NELSON
CREATIVE DIRECTOR AT OPENAI
Chad Nelson is an acclaimed creative director, technology strategist, and creative specialist at OpenAI. His projects include launching the award-winning, AI-based animated short, CRITTERZ, creating the first AI-based Vogue cover, and collaborating on OpenAI's research of its text-to-video model, Sora. With over 25 years in interactive design and entertainment, Chad's experience spans video games, social media, TV, and mobile applications, where he has worked with companies such as Intel, Microsoft, Sky, Sony, and Virgin.

PRIYA RAJARAMAN
BUSINESS DESIGNER AT ACCENTURE SONG
Priya Rajaraman is a Business Designer, who creates innovative operating models that connect strategy with empathy. With experience spanning industries like retail, non-profit, technology, and hospitality, she helps organizations optimize operations and create customer experiences that truly resonate. Her career journey has taken her from engineering to marketing, then to entrepreneurship, and now to business design, giving her a unique perspective on solving complex challenges. When she's not working, Priya enjoys mentoring young designers, playing elaborate board games, and one day plans to rescue dogs.

JUSTIN LOKITZ
CEO, FOUNDER AND CHAIR AT PLANTFULLY SYSTEMS
Justin Lokitz is a best-selling author, entrepreneur, investor, and innovation strategist with over 25 years of experience helping companies—from global giants to scrappy startups—design and execute bold growth strategies. He co-authored Design A Better Business and Business Model Shifts, books that have shaped how leaders approach innovation and value creation. As the founder and CEO of Plantfully Systems, Justin blends business acumen with a passion for sustainability. He also serves as a professor and chair of the MBA in Design Strategy program at California College of the Arts, where he mentors the next generation of business leaders. With an MBA in Design Strategy from CCA, a BA in Environmental Science and Geography from UCSB, and certifications in software development and product management from UC Berkeley, Justin brings a unique, multidisciplinary perspective to business transformation. Whether advising startups, investing in disruptive ventures, or leading executive workshops, his expertise lies in turning complex challenges into actionable strategies.

MATTY SHIMURA
EXECUTIVE PRODUCER OF AI FILM & TV AT PROJECT ODYSSEY
Matty Shimura is a filmmaker and executive producer who has developed video content for over 18 years. His work has been featured at Meta, the Tribeca Film Festival, the Cannes Film Festival, the AT&T Shape Create-a-thon, and on C-SPAN. He is now leading Project Odyssey, the world's largest AI Film Competition to connect creatives with the tools, break down the stigma of working with AI, and support equitable opportunities for artists to tell their stories.

CORBETT DRUMMEY
VP BRAND COLLABORATION AT LIGHTRICKS
Corbett Drummey is VP of Brand Collaboration at Lightricks, the pioneer in creative technology bridging the gap between imagination and creation. Previously, Corbett served as CEO of Popular Pays – the creator and influencer marketing platform – until its acquisition by Lightricks in March 2022. Since its founding, Popular Pays by Lightricks has paid tens of millions of dollars to creators around the world. Today, Corbett is focused on the newest Lightricks product – LTX Studio, an AI video platform – where he helps brands leverage the latest research breakthroughs to create content worth sharing. Corbett is a graduate of the College of William & Mary and also an alumnus of Y Combinator (W15). He was named to the Forbes 30 Under 30 in marketing and advertising in 2018 and resides in Chicago, IL.

BROOKE HOPPER
SENIOR PRINCIPAL DESIGNER AT ADOBE
Design leader, speaker, and champion for artists, Brooke Hopper is passionate about building community through creativity and designing better experiences for some of the most talented people in the world — allowing them to focus on what they love, creating. Currently Brooke is exploring the role of new technology in the creative process, and how it can empower new ways of working, all while ensuring artists and designers retain credit for their work.

DAVID MONTERO
PRINCIPAL PRODUCT DESIGNER AT ROBLOX
David Montero has spent his career exploring how technology can make life easier. With over a decade of experience in Spatial Computing and now Generative AI, he's focused on how emerging tech can unlock new, meaningful experiences. His background in engineering, design, and HCI research drives his approach to building products like Adobe Aero and Meta Orion. At Roblox, he leads design for Roblox Assistant, an AI tool that helps creators bring their game ideas to life.

STEFANIE HUTKA
HEAD OF DESIGN RESEARCH, SENDFULL
Stefanie Hutka is the founder and Head of Design Research at Sendfull, where she helps teams build useful, usable emerging technology solutions. She previously led research for 0-to-1 spatial computing product launches at Adobe and Meta, and established the design research function at augmented reality startup, DAQRI. She holds a PhD in Psychology from the University of Toronto, specializing in cognitive neuroscience.

LINDSAY BIEDA
ENGINEERING MANAGER AT GITHUB
Lindsey B is a Staff Engineering Manager for GitHub Models, as well as a passionate engineer and digital artist. She is driven by her drive to make healthy teams and software that makes devs' lives a little bit easier. She's been coding since the ripe age of 12 and has seen the many changes that software has gone through and is curious to see software in this next big era. Her other favorite things include cats, tea, and books in that order.

KATE CATLIN
SENIOR PRODUCT MANAGER AT GITHUB
Kate Catlin is a Senior Product Manager for GitHub Models, as well as a community enthusiast and curiosity devotee. She's driven by a passion for making advanced technologies, like generative AI, more approachable and useful for everyday developers. Over the course of her career, she's built tools that help people write code faster, ship more confidently, and collaborate more creatively. Her current work with GitHub Models introduces a new suite of tools that bring model testing, prompt management, and evaluation workflows directly into your repo. Outside of tech, she loves hosting dinner parties and silly events for her friends in Seattle.

JESÚS TERRADA
SOCIAL MEDIA CREATIVE SPECIALIST AT FREEPIK
Jesús Terrada is a creative working across storytelling, design, and generative AI. Alongside his role as Creative Marketing Specialist at Freepik, he collaborates regularly with top agencies and ambitious projects in fashion, tech, and the arts. With a background in scriptwriting, art history, and creative marketing, Jesús explores how AI can turn abstract ideas into bold, emotionally resonant visuals. His work often blends cinematic storytelling with elements of conceptual art, pop culture, and experimental design. He also leads workshops on generative AI, helping creators understand how to use these new tools to expand their creative possibilities. At this conference, Jesús will share how he uses AI video to bring raw concepts to life, turning ideas into powerful, story-driven visuals, one frame at a time.

KING WILLONIUS
AI STORYTELLER, COMEDIAN, FILM-MAKER
Willonius "King Willonius" Hatcher, named one of TIME's 100 Most Influential People in AI, is redefining the boundaries of comedy, music, and technology. As the creator of the viral AI hit "BBL DRIZZY" and the critically acclaimed comedy album UNSerious produced by Grammy Award-winner Om'Mas Keith—King Willonius blends sharp wit with cutting-edge innovation, crafting unforgettable narratives through stand-up, audio dramas, and AI-driven artistry. A self- taught coder and digital architect, he navigates complex creative landscapes with unmatched skill, empowering underrepresented voices and inspiring the next generation of creators. Hatcher's work isn't just about making people laugh—it's about pushing boundaries, breaking barriers, and shaping the future of cultural innovation.

NIK KLEVEROV
CCO OF NATIVE FOREIGN
Nik Kleverov, an Emmy-grade storyteller, is CCO of Native Foreign, a renowned agency celebrated for its innovative approach to brand storytelling and design. From his viral AI-powered film for Toys"R"Us to the iconic Narcos title sequence for Netflix, Nik's work highlights his expertise in merging creativity with technology. He is a leading voice on how AI is reshaping the future of storytelling.

JOAQUÍN CUENCA ABELA
CEO AND CO-FOUNDER OF FREEPIK
Joaquín Cuenca Abela is the CEO and Co-founder of Freepik, a Spain-based tech company revolutionizing content creation with AI tools and a vast stock library. Founded in 2010, Joaquín has spearheaded Freepik's transformation into a key innovator in the AI and creative industries. Under his leadership, Freepik now provides over 300 million visual assets to more than 150 million monthly users worldwide, continuing to push boundaries in AI-driven creativity and design solutions.

JAMES GERDE
AI ANIMATOR AT GERDE GOT IT
James Gerde is a pioneering AI artist and the co-founder of Gerde Got IT AI LLC. Known for blending cutting-edge technology with cinematic storytelling, James has helped shape a new era of generative video and digital expression. His work pushes the boundaries of what's possible with AI, merging aesthetic mastery with algorithmic precision. With over 2 million followers across platforms, James's creations have captivated a global audience and earned recognition from major brands and creative communities alike. You can follow his work on Instagram @gerdegotit.

JUSTIN MAIER
CEO OF CIVITAI
Justin Maier is the founder and CEO of Civitai, the world's leading open-source platform for generative AI creators. A veteran software architect and hands-on builder, he's scaling Civitai from the ground up to redefine how creators and communities collaborate in the AI era. His work sits at the intersection of technology, storytelling, and culture — empowering anyone to build worlds, shape narratives, and turn imagination into lasting impact.

MINH DO
COFOUNDER OF MACHINE CINEMA, FANTASTIC DAY, FAIRGROUND.TV
Minh Do is an entrepreneur, filmmaker, and speaker. He is the co-founder of Machine Cinema, a collective focused on AI and emerging tech in film and art, and Fantastic Day, where he is cofounder and head of AI, working with musicians, brands, and filmmakers to produce AI content. Minh is also a producer at Fairground.tv, an AI FAST channel with the goal of producing a 24/7 slate of AI content to distribute globally.

KATHRYN HAN
PRODUCT DESIGN LEADERSHIP, GENAI AT META
Kathryn Han is a seasoned design leader with experience across startups and Fortune 100 companies, spanning both consumer and enterprise products. She specializes in building strong cross-functional partnerships to create thoughtful experiences that serve both the customer and the business. Her work has been recognized by the Clio Awards, Adobe Design Awards, DigiDay, and the Art Director's Club, featured in international publications and exhibitions, and included in the permanent collections at the Basel School of Design and AUT University. Kathryn shares her perspective as a Webby Awards judge and speaker at events including TypoBerlin, California College of the Arts, UC Santa Cruz, AUT, and Chapman University. She currently leads AI Creative Experiences in GenAI at Meta.
Agenda
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.
GET YOUR TICKET
Get your 2 conference pass.
Group discount available.
MAY 20-21, 2025
SF JAZZ CENTER, SAN FRANCISCO
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?
No, we are not accepting more speaker applications for this event.
+ 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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