About
Operating at the intersection of craft, technology, and culture, building the creative infrastructure others use.

At BBH/Publicis, producing some of the most technically ambitious campaigns in the agency's recent history, while building the AI production infrastructure powering the next generation of creative work coming out of Publicis Groupe.

Before advertising, a decade outside agency walls as chef, COO, founder, angel investor. Before that, eight years at Grey: a Gold Lion at Cannes, a Super Bowl first, a TED installation made of live tweets.

A prototyper's instinct. A systems builder's discipline. The kind of producer teams call when the brief has no precedent.

View Selected Work →
Thinking
AI in production
is not hype.
It's discipline.
Frameworks and writing on AI-integrated workflows, creative evaluation standards, and where human judgment stays in the loop. Built from two years at the frontier.
Read the Frameworks →
Essay · 2026
Not Faster. Farther. A Personal AI Manifesto
What matters, what doesn't, and what we're at risk of getting catastrophically wrong, after two years producing around generative AI.
Read the Manifesto →
Framework · 2026
Evaluation Criteria for AI-Generated Content
A rubric for evaluating AI-generated content that scales human judgment and closes the loop between feedback and model improvement.
Read the Framework →
Selected Work
All Projects →
i.
Howl You Know
Milk-Bone · BBH · 2024 · Film · Broadcast · Social
Seven-spot cinematic campaign across four genres. Directed by Sammi Cohen (Caviar). Edited by Ryan Spears (The Den Editorial). Original score by Butter.
7-Spot Campaign
ii.
The Collab Museum
Milk-Bone × Jif · BBH · 2025 · Experiential · Integrated · Product
The first pop-up designed for dogs and their humans. Two days in NYC Union Square. 1.6B earned media impressions, 1,500 dogs, 2,000 humans, ten absurdist prototypes. Produced with m ss ng p eces.
Adweek Experiential · Best Use of Partnership
1.6B Impressions
iii.
Candy AirPods
MSCHF · 2024 · Experiential · Product · Cultural Object
Fully edible, mint-flavored replicas of Apple AirPods Pro, produced as both a gallery invite and limited retail object. Edition of 1,000 sold out. Subsequently exhibited at Perrotin New York.
Exhibited at Perrotin New York
View on Perrotin ↗
MSCHF Candy AirPods exhibited at Perrotin New York
Get in Touch
Let's make something.

Always open to interesting conversations.

madhuri [at] madsharma [dot] com