Creative Direction with AI · 2026

DevWeek 26: Less Hype, More Doing

About DevWeek

Since 2021, DevWeek has been Elaniin's flagship tech event. It began as an internal event, and it worked so well that in 2022 it opened to the public. After its most recent editions in virtual format, DevWeek26 returned in person with an experience that combines workshops, conversations and spaces designed to explore how artificial intelligence is transforming the way we develop products, lead and build.

The real problem

With the AI conversation already crowded, the concept had to say the slightly uncomfortable thing: Less hype. More doing. That line became the rule for the whole project, because every piece had to show doing, not describe it.

The strategic decision

The campaign took the AI conversation literally and gave it a prompt box to speak through. The launch film opens on a cursor and a “Hello there,” types out a question, and lands on the line the whole event hangs from: This year isn't just to talk about AI. It's about building with it.

Visually the world is dark and technical, with a single vivid gradient from yellow to green to blue, kept for the moments that matter: calls to action, numbers, the typewriter. A bold and tech DEV/Week wordmark leads, and the official line is Less hype. More doing. A secondary line, Think first. Code later., lives only in some applications, like the credentials, certain stickers and the 3D pieces. Motion carried that world into depth, with a 3D piece of glass credentials floating over a dark field.

The system

The same decisions travel across every surface, from motion (launch film and 3D piece) to print (credentials, lanyards and stickers), merch, stage slides, social media arts and the website. Each one inherits the design system. Behind the pieces, the project was managed end to end.

The merch was never photographed. The Trust the Code cap and tees were generated with AI, and prompt engineering was the craft that made them believable: the lens, the depth of field, the light and the mood, with the prompts rewritten until the images matched the concept, a blue-lit, cinematic world where the glow comes from the garment itself. AI fills every gap you leave with its own taste, so the precision of the direction decides the result.

Merch imagery generated with AI

After launch, a five-slide carousel carried the program in Spanish, the language of the audience: what DevWeek is, what you will find, the numbers, and a last call, “Convierte el hype en acción.”

The site

The website is where the idea had to prove itself. A single page, written in Spanish for the event's audience, it keeps the prompt idea alive: a typewriter cycles through the week's topics under the headline, Prompt Engineering, Software Development, Vibe Coding. Below come the overview, a three-day agenda with two public days and one private team session, the numbers, the speakers and the partners.

This is the real page, running here. Click it to scroll, switch the day, flip a speaker card, or change the viewport to see it on mobile.

Building it with Claude Code

The page was built by directing Claude Code. Prompt engineering was as central here as it was for the merch imagery: Claude Code wrote and edited the code, while the criteria stayed human, from the context and the exact copy it was given to the limits it worked within, what looks wrong and when something is finished. The design came together by iterating: each component or section was described, or backed by a visual reference, and refined until it matched the vision behind the project.

The result

The community came together on the first day. It was a day full of learning about AI and plenty of networking: an opening panel, AI is here. Now what?, where leaders from different sectors shared real experiences of bringing AI into their organizations, followed by two hands-on workshops, Lead with AI for leaders and Vibe Coding for developers. Between sessions there were snacks and conversation, and a closing networking session to keep the ideas going.

It was the idea behind the whole campaign, lived in person: less hype, more doing.

Closing note

AI accelerates the execution. The value is the criteria: knowing what to ask for, noticing what is wrong, and deciding when it is done. That is prompt engineering at its core, whether the result is an image or a website. And a project like this only lands when a team builds on the same idea.