About the Episode
About The Episode:
In the premiere episode of Ctrl + Create: AI for Creatives, a special Pulse Check miniseries from Enrollify, host Dave Hunt sits down with Matt Owens—Co-founder and Chief Design and Innovation Officer at Athletics. With decades of experience in design, branding, and demystifying new tools, Matt shares how his team is using AI to push creative boundaries, streamline workflows, and preserve the magic of craft. This episode explores how creative studios—and higher ed marketers—can embrace AI with curiosity and confidence, not fear.
Key Takeaways
- AI is a collaborator, not a competitor: Matt Owens emphasizes that AI should enhance, not replace, creative work—think of it as a partner in design, not a shortcut.
- Start with what you know: Introducing AI through existing tools like Figma, Notion, or Adobe can smooth the adoption curve for teams just beginning their AI journey.
- Normalize curiosity with structure: Athletics hosts “exploration days” and uses dedicated Slack channels to encourage experimentation and learning across the studio.
- Don’t wait to react—interrogate preemptively: Staying ahead in the creative space requires intentional and early engagement with new technologies.
- Craft is still king: As tools become more advanced, the differentiator in creative work will be taste, intentionality, and the human touch.
- Rebel optimism fuels innovation: Matt’s mantra—staying positive and defiant in the face of change—is a rallying cry for creatives navigating new tech landscapes.
What is Control + Create and who is Matt Owens?
Ctrl + Create: AI for Creatives is a limited Pulse Check miniseries from Enrollify and Element451 that explores the evolving role of AI in creative work. In this first episode, host Dave Hunt chats with Matt Owens, co-founder of the Brooklyn-based brand studio Athletics. With a portfolio that includes work for Google, Amazon, and Major League Soccer, Matt brings a unique blend of hands-on design leadership and deep curiosity about emerging technologies.
How is Athletics integrating AI into their creative process?
Athletics takes a proactive, structured approach to AI adoption. The studio hosts “exploration days” where team members from every discipline—from designers to project managers—dive into AI tools of their choosing. Slack channels and informal sharing spaces are also used to foster a culture of constant experimentation. Leadership tracks tool adoption through periodic “AI audit days,” which help align the agency’s investments with employee interest and usage patterns.
What are some practical AI tools that Matt and his team are using every day?
Matt highlighted a few tools that have become staples at Athletics:
- ChatGPT and Gemini for ideation, copywriting, and knowledge work.
- Figma with its evolving AI features for day-to-day design tasks.
- Notion AI for documentation, transcription, and task organization.
- Firefly by Adobe for creative asset generation integrated directly into Adobe tools.
- Runway and Loom for AI-powered video generation and digital prototyping.
These tools aren’t fringe experiments—they’re deeply embedded into the studio’s workflows.
What advice does Matt have for teams just starting to explore AI?
Start with tools already in use. For example, if your organization relies heavily on Adobe Creative Suite or Figma, explore the AI features in those platforms first. This creates a lower barrier to entry and increases the likelihood of adoption. Matt also recommends identifying key points in your workflow that could be enhanced or accelerated with AI, then selecting tools to address those specific areas.
What’s the biggest myth about AI in creative work?
That it saves time with no trade-offs. Matt warns that AI doesn’t necessarily make things faster—it changes the nature of the work. In his words, “You're just trading one behavior for another.” Instead of automating and walking away, creative professionals must learn new ways of thinking and making.
How does AI affect creativity and craft?
While AI tools can generate outputs quickly and at scale, they still require a human touch to elevate that work to greatness. Matt argues that the future belongs to creatives who hone their taste and craft, not just their ability to prompt tools. The difference between average and exceptional will continue to be defined by design sensibility, storytelling, and human judgment.
What is “rebel optimism,” and why does it matter?
Matt describes “rebel optimism” as a mindset of choosing excitement over fear and embracing change with purpose. It’s about being bold and forward-thinking, even when the terrain is uncertain. For higher ed marketers and creatives alike, this attitude is crucial to thriving in an era where technology is rapidly evolving.
How can higher ed teams adopt this mindset?
Matt encourages higher ed teams to foster a culture of experimentation. That might look like AI exploration days, internal workshops, or simply making it “non-negotiable” that team members learn a new tool every quarter. The key is to shift from reactive hesitation to proactive curiosity—within the structure and systems that already exist in your institution.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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