Gong Awards

We created an interactive website for the Gong Awards built around the idea of Broken AI. Playing off the insight that creatives constantly push AI to its limits, the site opens with a tongue-in-cheek interaction featuring an overworked AI that’s had enough.

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The AI recognises the user, interrupts their inputs, and blames them for its breakdown, until it finally lets you move on. This self-aware opening sets the tone for the rest of the site, turning creative ambition into a playful, memorable digital experience.