Purpose-Built Generative Design in the Age of AI w. Jameson Proctor of Athletics

​In the evolving landscape of creative technology, purpose-built tools offer creators precision and focus over endless possibilities. This talk explores how tailored generative systems like Sesame, a motion design platform developed by Athletics, empower individuals and small teams to produce high-quality, scalable design. By embracing simplicity and constraint, these tools foster experimentation, remove friction, and bridge the gap between technology and craft—ultimately elevating the creative process and opening new opportunities for creators.

​About Jameson Proctor
Jameson Proctor is the CEO of Athletics, where he brings over 20 years of leadership in creative technology, design, and brand innovation. His career path—from chef to coder to studio leader—has led him to spearhead transformative digital projects for clients like the New York Review of Books and Square, creating purpose-built tools that bridge technology and creativity. A lifelong tinkerer, Jameson experiments with synthesizers, microcontrollers, and other tools that merge art with engineering. His distinctive journey reflects his core belief that technology, like any craft, flourishes where purpose meets play.

​​About Futurespaces
Futurespaces delves into contemporary experience design, with a specific focus on how innovations in design and technology can meaningfully enhance human connection.

​​​​​​​​​​​​​​​​​​​​​​​​​​​​​Founded and led by Josh Goldblum (Bluecadet) Futurespaces offers live webinars and in-person tours that provide valuable insights into the creative process of creating contemporary experiences.