A Fool’s Errand

PROJECT BRIEF

“A Fool’s Errand” was a set of three products that we released on April Fool’s Day 2025. These products were:

• Cyber Puf: An AI-assisted device to help you quit vaping
• Screen B Gone: A wearable AR device that scrambles any screen in your field of vision
• Build A Boss: An AI employee-replacement tool that starts by replacing the CEO

On April Fool’s morning, we released commercials and websites for the products. The release timing was intended to make the product releases look like a joke.

Later that evening, we held a party where we had the real, working products on display. We also created websites, social media profiles, and memorabilia for each product.

CYBER PUF

Cyber Puf is an AI-powered vaping-cessation device. It acts like a smart case for your vape, tracking your vaping habits. At first, Cyber Puf happily vapes along with you. After building trust, Cyber Puf turns on you. It uses a powerful combination of AI insight and classic behavior modification tools (encouragement, shame, etc.) to help you quit.

Cyber Puf claims to be the last vape you’ll ever throw away (please recycle).

The fully-packaged Cyber Puf was available for use at our party, as was a swanky vape lounge (in case participants wanted to have one last hurrah).

A website and social media campaign supported the launch.

SCREEN B GONE

Screen B Gone is an AR app that scrambles any screen within the wearer’s field of vision. It was developed for people who are distracted by screens or those who just want a break from the unending barrage of content.

Built using Snapchat’s AR tools and a custom AI system, Screen B Gone was available on Snap Spectacles and the Snap app on mobile devices. The phone version was a “freemium” app which filled the user’s entire field of view with ads if they didn’t purchase the pro version.

At the launch event, we created a “screen free” zone in which users could use the app to block a supercut of commercials that surrounded them on multiple screens.

A website and social media campaign supported the launch.

BUILD A BOSS

Build A Boss flips the script on AI workplace tools by starting at the top—replacing the boss first. Unlike typical automation platforms that target employees, Build A Boss rethinks leadership altogether, then reinvests those savings into long-term organizational growth.

The platform generates a customized AI boss designed to answer your pressing work questions. Inspired by fears of AI replacing human workers and the idea of “top-down management,” we leaned into the irony: if machines are coming for our jobs, let them start with the corner office. By using our own human creativity to design and control the AI, we highlight the absurdity—and the power—of automation in the workplace.

At launch, attendees could interact with their AI boss at two custom-built office stations. Build A Boss lives online through a branded website and social media platform, where users can continue to create, consult, and question their new AI overlords

CREDITS

Sachem Arvidson, Dylan Fashbaugh, James DeVito, Dave Sheinkopf – Smooth Operators
Jen Vance – Product, Web, and Social Media Producer
Micaelle Lages – Product, Web, and Social Media Producer
Anthony Williams – Event Manager, DJ
Amy Cakes – Event Planner, Social Media Manager
Matt Iwanusa – Event Production, DJ