Umberto Onza
Umberto is an internationally awarded design leader and AI expert with over 15 years of experience in design, innovation, and technology. As Design Director for GenAI & Product Design at TBWA\Helsinki’s innovation unit NEXT, he helps organizations and creative professionals adopt best practices in AI, leads AI and design workshops, and integrates AI into brand building, product development, and creative workflows. He has worked with both local and international clients, including Adidas, McDonald’s, KONE, and Fortum, delivering future-facing physical and digital experiences that merge design and strategy with imagination.
One of his most recognized AI projects is Magic Stories, developed for McDonald’s -an interactive mobile app that uses generative AI to create highly visualized and personalized storytelling experiences for children, blending creativity and technology to spark wonder and engagement.
In addition to his agency work, Umberto serves on the board of APFI as part of the AI and the Future Committee and is a member of TBWA\Worldwide’s global AI task force. His award-winning 21-minute AI short film The Kalevala has been screened at over 15 international film festivals and earned him the title of Best First-Time Filmmaker of the year in 2024.