Imagine If Brands and Their Audiences Could Co-Create Entire Worlds Together With GenAI

December 5, 2025

What if art wasn’t just created by an artist or a machine, but by all of us?

For generations, art has been defined by imagination, skill, and the human impulse to create. Now, we’re entering a moment where technology can unlock new forms of expression, not to replace artists, but to expand what’s possible. Where a spark of an idea can become visual in seconds. Where tools amplify talent instead of competing with it. Where creativity scales from individual to collective.

Picture this:

A commuter dreams up a neon jungle floating over the Brooklyn Bridge.

A poet imagines a city made of glass and memory.

A kid wonders what the moon would look like wearing sneakers.

And instead of staying just thoughts, they become works of art shaped by real artists and AI, then shared back with the city that inspired them.

Because creativity isn’t either human or AI.

It’s human imagination, elevated through technology.

“Imagine If…” is a OUTFRONT x Google DeepMind collaboration, a celebration of co-creation that demonstrates the power of a great idea in an artist’s hands – when that artist has access to cutting-edge GenAI tools like Veo and Nano Banana. Here’s what that collab looked like.



For the past month in the New York City Subway system, our Liveboards and Video Urban Panels displayed creative ideas in plain white text on a black background – concepts like “imagine if Brooklyn Bridge Park had off-leash hours for dinosaurs” – followed by the reveal, that imaginational figment rendered vividly in real life in full-motion video.

We’ve tapped five artists representing each of the five boroughs to curate the project in each of their distinctive individual styles. They are Lauren Camara of the Bronx, Staten Islander Ariana Cimino, Manhattanite Molly Goldfarb, Brooklyn’s Subway Doodle and Queens-based Jeff Wave. They’re all part of the artist roster at SuperHeroes, Ad Age’s 2025 Small Agency of the Year.

And as for the ideas themselves… we’ve tapped New York City itself for those, offering in exchange both instant gratification and a spectacular finish. Subway riders could scan a QR code to submit their own “Imagine If…” idea, which Veo immediately transformed from words into a picture to save and share. That’s the instant gratification part.


As for the big finish, mark your calendar for 3 pm this Friday. December 12. That’s when we transform our 2 Times Square digital spectacular into an unmissable, unforgettable art gallery, displaying work of the five artists, each of whom will select the best ideas from neighbors in their borough and use Google DeepMind’s Veo AI video generation model to bring those ideas to life.

One criticism of artificial intelligence has been its isolating effect. But Imagine If… proves that with the right intention, AI can be a profound channel for human connection – a machine that brings people together, for creating shared experiences that cannot be duplicated by humans alone. Google DeepMind Creative Lead Matthieu Lorrain called it “a truly participative art format,” “a collective act of cultural co-creation,” and “the future of creativity.”

Another brand that’s taken a big step in this direction is Disney, whose CEO, Bob Iger, teased an AI-driven co-creation initiative of its own on a recent earnings call. “We’re really excited,” he said, “to provide users of Disney+ the ability to create user-generated content and to consume user-generated content – mostly short-form – from others” using the brand’s vast pool of intellectual property.

It’s fan fiction taken to the next level, with built-in brand safety guardrails. But is it the future of creativity?



It just might be. Because ultimately, much of the apprehension around GenAI is about agency. Do we sacrifice our free will when we let Gemini take the wheel? Do we surrender control when we let computers do the heavy lifting?

Imagine If… represents a less dystopian vision for the future, one where the goal isn’t cutting costs but creating meaningful moments. A future where technology is not a replacement for our humanity, but the vessel through which we express it – where GenAI is not a substitute for creativity but a way to unleash it.

And we could all do with a little less dystopia.

Does your brand contain multitudes and a customer base itching to explore them?

Contact OUTFRONT today

and let’s create worlds together.

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