Sketch,
Transform,
Create

Our challenge was to reimagine re:Invent’s original Doodle Wall as something more interactive, while keeping the same spirit of playful, communal creation that made it resonate in the first place. This wasn’t about replacing the human touch; it was about amplifying it. From concept through execution, Production Club developed the AI Sticker Studio for AWS, inviting attendees to sketch ideas on a touchscreen tablet and watch AI transform each doodle into a polished, stylized sticker.

Across five days, more than 3,000 sketches were transformed into custom stickers. We designed the activation to reflect re:Invent’s spirit of playful, communal creation.

Three men posing with smiles and thumbs up at an event, with a colorful cartoon shark labeled 'RAW DATA' on the right.

Powered by AWS technology using vision analysis and generative AI, attendees drew anything—company logos, inside jokes, quirky doodles—and watched their sketches evolve in real time. The app was built to support prompts and interactions across multiple languages, including Japanese and Spanish making the experience accessible to a global re:Invent audience. We shaped the experience end to end to make AI feel intuitive, social, and creatively rewarding. We also created the immersive visual environment surrounding the experience. Each AI-generated sticker was placed into massive 3D scenes built in Unreal Engine and cast onto a 16-foot LED screen, creating a collective canvas of attendee creativity that grew more vibrant by the day.

Collage featuring people exchanging stickers at a counter and holding a 'Yashih's Phoenix' sticker, a digital tablet displaying colorful cartoon graphics, a grid wall of various playful sticker designs, and stylized words 'AI', 'STICKER', and 'Studio'.

Our custom-made app featured 12 different design presets, allowing attendees to stylize and refine their AI-generated sketch by choosing from looks ranging from kawaii to wild-style graffiti.

Using vision analysis and generative models powered by AWS technology, sketches evolved in real time into stylized stickers before being placed into massive 3D scenes created with Unreal Engine.

The final stop of the experience was the print station, where attendees could take home a physical copy of their sticker creation.

Flowchart showing four steps: Draw with sketch on touchscreen using React App; Style with selecting a style preset using Amazon Bedrock AI Pipeline and other AI processes; Place sticker onto 3D wall using Unreal Engine 5 and WebSocket; Print a physical sticker using Node.js Print Client.
Flowchart showing four steps: Draw with sketch on touchscreen using React App; Style with selecting a style preset using Amazon Bedrock AI Pipeline and other AI processes; Place sticker onto 3D wall using Unreal Engine 5 and WebSocket; Print a physical sticker using Node.js Print Client.

The activation balanced tactile creativity with cutting-edge technology, making AI feel approachable, fun, and genuinely useful. Every attendee left with something they made—enhanced by AI and celebrated by the community.

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