I never expected a story about artificial intelligence to hit me right in the gut—but Rich Tu’s “Human Response” did just that. This episode goes beyond tech headlines, unraveling how personal grief, cultural identity, and creative exploration can mingle to spark wholly new ways of experiencing art.
We unpack the emotional backbone of Rich’s acclaimed exhibit: how, after losing his father, he used AI to remix the narrative of a life, creating a digital tapestry woven from memory, possibility, and vulnerability. Rich shares why the cold logic of machine learning sometimes exposes what’s most tender in us, and how the layering of voicemails, NASA recordings, and animated words invites viewers to reimagine their own loss and legacy.
For educators and creative leaders, Rich reveals the friction between commercial constraint and personal catharsis—and how opening up that space for risk, reflection, and realness can make all the difference. We also get an inside look at Rich’s design for FIFA World Cup 2026, and how he folded his immigrant story into one of sport’s most iconic visual moments.
Guest: Rich Tu, Partner & Executive Creative Director at Sunday Afternoon, professor at SVA, and poster artist for the 2026 FIFA World Cup NY/NJ
Can vulnerability power the future of storytelling? Tune in for a conversation that may just change how you see creativity—and yourself.
To learn more about Rich Tu and his latest work with LL Cool J, check out: www.richtu.com
To learn more about The Narrative Edge: Authentic Storytelling That Meets The Moment (Wiley) and to preorder the book that's climbing the charts, click here: www.drrodberger.com/book
1. **00:00 Journey of Vulnerability** – The host shares how writing "The Narrative Edge" became an unexpected path toward reflection and embracing vulnerability.
2. **01:25 Introducing Rich Tu** – Rich Tu, award-winning designer and creative director, is welcomed and praised for his thoughtful, relational approach to creativity.
3. **03:10 Story as the Centerpiece** – The conversation pivots to exploring storytelling and how Rich’s exhibit, "Human Response," exemplifies narrative innovation.
4. **04:05 Human Response Origins** – Rich explains that the origins of "Human Response" were rooted in both personal loss and curiosity about AI’s creative capabilities.
5. **06:20 Experimenting with AI and Grief** – Rich details how he used AI to imagine alternative versions of his late father's life, using his obituary as a storytelling foundation.
6. **08:15 Crafting the Narrative Arc** – He describes the process of distilling extensive AI conversations into a 10-minute animated experience featuring hand-animated prompts.
7. **09:45 Building an Immersive Space** – Rich walks through the creation of a physical exhibit space, complete with augmented reality, immersive video, and community collaboration.
8. **11:05 Audio as Emotional Anchor** – The emotional power of incorporating personal voicemails and ambient NASA sounds is discussed, deepening the audience’s connection.
9. **13:00 The Challenge of Vulnerability** – Rich credits his curator with encouraging real vulnerability in the exhibit, pushing beyond his commercial art comfort zone.
10. **16:05 Evolving Storytelling Through Art** – He unpacks how this deeply personal project shifted his approach to narrative, highlighting the importance of open-ended questions in art.
11. **22:20 Digital vs. Physical Realities** – Discussing the creative tension between digital creation and real-world experiences, Rich reflects on how art influences life balance.
12. **28:30 FIFA World Cup Poster Commission** – Rich shares the excitement and responsibility of being tasked with designing the official poster for the 2026 FIFA World Cup.
13. **34:45 Layered Visual Storytelling** – The process of infusing symbolism, cultural references, and personal history into the poster’s design is revealed.
14. **39:00 Connecting Personal and Global Narratives** – Rich explores how lessons from “Human Response” fueled his bravery and authenticity in global projects like the World Cup poster.
15. **41:45 Embracing the Role of Main Character** – He reflects on intentionally becoming the main character in his own narrative, aspiring to inspire others through bold, representative storytelling.
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