CHARACTER DESIGN · CAMPAIGN CONCEPT · SOCIAL CONTENT · GENAI
FINN: SHARK WEEK
Turning Shark Week into a branded story about AI, eDiscovery, and defensibility.
I developed the concept for Finn, HaystackID’s fictional AI associate, then built a six-day Shark Week campaign around him. The project combined character development, visual direction, copy, legal-technology subject matter, and GenAI-assisted image creation into a connected social narrative.
Creative Process
Across six days, I shaped Finn’s personality, copy and visual direction into a consistent campaign arc. The imagery was generated with ChatGPT through an iterative GenAI workflow, with hands-on direction and refinement to maintain character and brand consistency.
Sunday · Meet Finn
Last year, #GenAI was the apex predator. This year? The shark got hired.
The campaign opens by introducing Finn and establishing the personality and legal-tech humor that carries through the week.
Monday · Orientation
Finn got his badge, his laptop, and a 45-minute lecture on the document retention policy.
His first day connects a playful onboarding scene to a serious question about privilege and AI-generated work product.
Tuesday · Into the Work
230,000 privilege log entries. Eight days to deadline. Finn gets to work.
The story moves from onboarding into AI-assisted legal work, keeping Finn consistent as the subject matter gets more technical.
Wednesday · Under Pressure
Methods. Metrics. Evidence. Defend it.
A busier office scenario raises the stakes, using humor to make review and workflow challenges easier to engage with.
Thursday · Prove It
AI can support the practice of law. It should not replace legal judgment.
Finn shifts from doing the work to defending it, putting validation and measurable, repeatable process at the center.
Friday · Team Win
Case defensible? Absolutely.
The finale closes the arc with Finn fully part of the team, reinforcing a documented, defensible, human-led approach to AI.
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