Exhibition campaign · Guggenheim Abu Dhabi, Art & AI
Decode the Prompt
A visual system for the Guggenheim Abu Dhabi Art & AI initiative that turns the invisible act of prompting into something audiences can see, read and question.
- Made for
- Guggenheim Abu Dhabi, Art & AI initiative
- Services
- Art direction, graphic design
- Team
- Fahmi Zailani, Laura Fonseca
- Year
- 2025
The question
Every image has a hidden beginning. Before the pixels, before the algorithm, before the output, there is intention. A prompt is more than an instruction: it is a fragment of imagination, a hypothesis, a question, a memory and a creative decision.
The idea
Decode the Prompt makes that invisible language the hero. Each poster pairs a generated image with the prompt that made it, and asks the question at the centre of the programme: if a machine generates an image, who is the artist? The result is a living visual system in which every creation becomes evidence of thought in motion.
What I made
- Campaign identity and typographic system
- Poster series in yellow, red and blue
- Large-format hoardings and outdoor installation
- Street and wayfinding pieces
Outcome
Created for the Art × AI: Shaping Cultural Futures Assembly on 15 November 2025.
Creative team
Fahmi Zailani, Laura Fonseca
