Sphere is a community created to support B2B tech marketers. We conceived and brought to life a metaphorical GenAI brand world to illustrate how tech marketers feel: in a nightmare 'all at sea'. Sphere was then positioned as a place of calm and refuge, where marketers could take time to talk, share ideas and experiences. GenAI was used to bring the idea to life, because it would have been nigh on impossible to produce otherwise. It's pushing the technical limits of GenAI,, which shows in places, but the conceit of a dream/nightmare world helps explain the occasional strange visual physics.