There's a fork in the road for AI.

NEAR believes the future of AI must be open, participatory, and user-owned. To cut through the noise, NEAR launched a campaign that challenged the idea AI’s fate was already sealed. Borrowing a phrase from rebels of the past, we invited people to “Fork That” future. With surreal, cinematic storytelling, we created unsettling yet polished visuals that signaled: something’s off. This wake-up call reminded builders and creators they deserve a stake in what’s next. Activated across social, events, email, and influencer outreach, “Fork That” has become a rallying cry for decentralized AI.