R/GA Uses Runway Characters to Preserve Founder’s Legacy
R/GA, a global creative agency, has leveraged Runway Characters to create a conversational AI avatar of its founder, Bob Greenberg, dubbed “Forever Founder.” The project was unveiled during the agency's 50th-anniversary celebrations, alongside the release of a book chronicling its history. Built on Runway’s generative AI platform, the avatar allows users to interact with Greenberg’s institutional knowledge in real-time.
Runway Characters, launched on March 9, 2026, is a real-time video agent platform enabling developers to create fully custom AI avatars. These avatars generate live video responses from audio input. R/GA’s use of the platform highlights its potential beyond entertainment, positioning generative AI as a tool for preserving institutional legacy and making historical content dynamically accessible.
The project, developed in close collaboration with Runway’s Forward Deployed Creatives team, aimed to encapsulate Greenberg’s decades of leadership and vision. According to R/GA’s Executive Creative Director Eli Mavros, the avatar “feels right” because it taps into Greenberg’s personally curated history, primarily drawn from his input into the agency’s anniversary book. Unlike static archives, the avatar transforms this information into a conversational format that can evolve and expand.
Technologically, the development process was efficient. Within weeks, R/GA was able to produce a functional prototype using Runway’s API and SDK, which enabled seamless integration. The final version achieved a striking level of accuracy, answering 145 questions across 20 conversations without any technical glitches during its debut event. The avatar’s most memorable interaction came when it shared an emotional anecdote about Greenberg’s late brother, showcasing the system’s nuanced understanding of personal narratives.
R/GA has ambitious plans to expand the functionality of “Forever Founder.” The vision includes making the avatar accessible across R/GA’s global offices, with multi-language support and deep integration into the agency’s historical archives. Beyond celebrating legacy, it could serve as a training tool for new hires or a resource for project case studies, positioning AI as a critical component of institutional knowledge management.
Runway, founded in 2018, has rapidly grown into a leader in generative AI. Known initially for its text-to-video tools, the company has broadened its focus to include real-time media systems like Characters. In May 2026, Runway was valued at $5.3 billion, reflecting strong market interest in its technology. The platform’s versatility has also attracted high-profile partnerships, including an expanded collaboration with Lionsgate announced in June 2026.
“Forever Founder” underscores the transformative potential of generative AI for businesses. By making institutional history interactive, R/GA and Runway have demonstrated how AI can bridge the gap between legacy and innovation.