Design Against the Machine
Generative Web Design · AI Exploration · Coding · Experimental Brand Experience
How might AI-generated experiences reshape our understanding of creativity, authorship and digital consumption?
Combining speculative narratives with code and interaction, this project explores the opportunities and contradictions of generative AI in web-based design.
A generative web experience that critically explores the aesthetics, possibilities and contradictions of AI-generated creativity.
Bubble Gum Bliss is a speculative brand world in which chewing gums act as gateways to algorithmically generated realities. Drawing on the dreamlike and often surreal visual language of AI-generated imagery, the project imagines immersive experiences as a future consumer product. Through experimental storytelling and interactive design, it invites users to question how emerging technologies shape creativity, desire and digital culture.
The project began with the exploration of speculative scenarios surrounding the future of AI in creative practice. Research, collaborative discussions and moodboarding helped define the project’s narrative direction and aesthetic framework.
Using tools such as Midjourney, we iteratively generated environments, patterns and visual systems that shaped the identity of Bubble Gum Bliss. Prompt engineering became an integral part of the process, enabling rapid experimentation and unexpected visual outcomes.
These explorations were translated into an interactive website using HTML, CSS and JavaScript. The final experience unfolded through a series of immersive scenes, combining expressive typography, motion design and AI-generated content to create a cohesive narrative journey through an intentionally exaggerated digital world.
AI: ChatGPT, Midjourney, Blockade Labs
Design: Figma, Adobe Photoshop
Development: HTML, CSS, JavaScript, GitHub
Collaboration: Miro
Context: University of Applied Sciences Potsdam (2024)
Course: Design Against The Machine
Mentor: Prof. Boris Müller
Team: Alina Benter
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Moodboards
To define the project’s visual direction and establish a cohesive aesthetic, we created collaborative moodboards and Figma prototypes combining AI-generated imagery, color and layer experiments, as well as typographic explorations.
Midjourney Images
To optimize our workflow using Midjourney, we explored various style, character and image references, used prompt optimizing AI tools and in the end started to deconstruct the results for further design implementation.
Midjourney Patterns
We focused on exploring and generating patterns, multi-layered visuals and 3D objects to create the impression of a multidimensional website that draws users in.
