THE HUMANS BEHIND THE AI
MACIEK DOBRODZIEJ
MARCIN SAMEK
MICHAŁ SOSIŃSKI
PIOTR JĘDRUSZCZAK
KRZYSZTOF KAWA
MACIEJ DOBRODZIEJ
With over 15 years of experience in the marketing industry, I combine strategic, creative, and production expertise with a strong passion for emerging technologies. Beyond agency work, I have gained valuable experience on the client side — at CD Projekt, contributing to The Witcher game series, and later as Marketing Director at the Warsaw Film School.
This unique combination of creative, strategic, and technological experience led to the creation of 45AI, an AI-native creative production agency where artificial intelligence is an integral part of the creative process rather than just a supporting tool.
He specializes in using generative AI for advertising and content production, developing custom AI workflows that enable creative teams to scale their work efficiently without compromising quality.
He supports agencies within the 45Avenue Group, including McCann Poland, in projects that integrate AI across strategy, creation, and production, working with clients such as L’Oréal, Mastercard, KFC, AstraZeneca, Santander, Opella, and Ferrero.
He believes that AI does not replace people—but empowers them, giving small, multidisciplinary teams the “superpowers” to achieve what once required large production setups, all while maintaining the highest creative standards.
MARCIN SAMEK
Strategist, Previously Chief Innovation Officer, leading strategic department working for all agencies in 45 Avenue group including McCANN Poland. More than 20 years of experience in creating marketing & communication strategies for such brands as Mastercard, KFC, IKEA, Starbucks, L’Oreal, Coca-Cola, Aldi, Peugeot, 3M, Samsung and many more. Before he joined McCann team, he had worked in HAVAS Worldgroup Warsaw (Euro RSCG), and Agencja Reklamowa S4. His co-created campaigns have been awarded at numerous industry competitions, including 9 Cannes Lions and 4 Golden Effie Awards
Trainer and lecturer in „Brand Strategy School” (SAR); juror in Innovation Awards, Effie Awards (chairman of Jury Members’ group 2019), European Effie (2022) and TikTok European Awards (Grand Prix Jury 2022 & 2023). Ex-member of the Polish Effie Awards Committee.
In addition to his expertise in marketing and education, he also works as a commercial pilot.
MICHAŁ SOSIŃSKI
Creative Lead
He works at the intersection of strategy, creation, and new technologies, creating campaigns that not only engage people but also drive business. For Michał, the future of creation belongs to those who can understand technology and consciously implement it in the creative process.
Since 2010, he has been co-creating local and global campaigns for the most demanding brands, such as KFC, L’Oréal Paris, Vichy, Armani, Opella, Bank Pekao S.A., Coca-Cola, Mastercard, and XTB.
For Michał, AI is a tool for changing the way brands operate. It is data-driven strategies, intelligent workflows, and automation that allow brands to operate faster, more precisely, and more effectively. It is a new take on creativity, where technology is tailored to the client’s business needs, never the other way around.
PIOTR JĘDRUSZCZAK
Combining the expertise of a Master of Arts and a Computer Science Engineer, Piotr brings a unique perspective to 45AI at the intersection of technology and creativity. With over 25 years of experience in emerging technologies, he has navigated every major digital revolution: from the early internet boom and the magic of 3D/VFX to today’s era of generative AI.
For over 15 years, Piotr has focused on the creation as well as the creative and technical supervision of VFX, 3D, and digital restoration projects. He has been responsible for restoring thousands of hours of film content while developing and implementing innovative solutions within post-production and AI workflows. A dedicated educator, he shares his expertise as a lecturer—formerly in Computer Science and currently at the School of Form (SWPS University), where he leads masterclasses on the application of AI in design.
At 45AI, Piotr leverages this multidisciplinary background to build advanced AI workflows that bridge artistic craftsmanship with technological precision. He is a versatile creator who programs in Python and C++, oversees the development of interactive museum exhibitions, and continues to produce traditional sculptures and paintings. Beyond his professional work, he is an avid traveler who consistently seeks the potential offered by the „always-emerging” new technologies.
KRZYSZTOF KAWA
Combining the expertise of a Master of Arts and a Computer Science Engineer, Piotr brings a unique perspective to 45AI at the intersection of technology and creativity. With over 25 years of experience in emerging technologies, he has navigated every major digital revolution: from the early internet boom and the magic of 3D/VFX to today’s era of generative AI.
For over 15 years, Piotr has focused on the creation as well as the creative and technical supervision of VFX, 3D, and digital restoration projects. He has been responsible for restoring thousands of hours of film content while developing and implementing innovative solutions within post-production and AI workflows. A dedicated educator, he shares his expertise as a lecturer—formerly in Computer Science and currently at the School of Form (SWPS University), where he leads masterclasses on the application of AI in design.
At 45AI, Piotr leverages this multidisciplinary background to build advanced AI workflows that bridge artistic craftsmanship with technological precision. He is a versatile creator who programs in Python and C++, oversees the development of interactive museum exhibitions, and continues to produce traditional sculptures and paintings. Beyond his professional work, he is an avid traveler who consistently seeks the potential offered by the „always-emerging” new technologies.
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