What Is Vibe Creating?

It started with a tweet

On February 2nd, 2025, Andrej Karpathy posted something on X that looked like a throwaway thought. He'd been building a project with an LLM, barely looking at the code, just vibing with it. He called it vibe coding.

"Fully give in to the vibes, embrace exponentials, and forget that the code even exists."

Andrej Karpathy, February 2025

That tweet got 4.5 million views. Collins Dictionary named it Word of the Year. Within weeks, 82% of developers had tried it. A billion-dollar industry crystallized around a meme.

But something else happened that nobody planned for. The pattern started spreading. Designers stopped designing from scratch and started directing AI. Marketers stopped writing campaigns and started prompting them. Musicians, filmmakers, architects, game developers, advertisers. One by one, every creative discipline discovered the same thing Karpathy stumbled into: you describe what you want, the machine builds it, and you steer.

By early 2026, the ecosystem looked like this: vibe coding, vibe designing, vibe marketing, vibe writing, vibe composing, vibe filmmaking. Each one doing the same thing in a different domain. Each one a fragment of a bigger pattern nobody had named.

Until now.

So what is Vibe Creating?

Vibe Creating is the meta-discipline of directing AI to produce professional-grade creative work. It's not a tool, not a trend, not a productivity hack. It's a new way of creating where the human brings vision, taste, and narrative, and the AI handles execution.

Think of it this way. Every "vibe X" that's popped up since Karpathy's tweet is a subset of Vibe Creating. Vibe coding is vibe creating software. Vibe designing is vibe creating visuals. Vibe marketing is vibe creating campaigns. They're all branches of the same tree.

That's the thesis. For the first time in history, the barrier between having an idea and producing it at a professional level has effectively collapsed. You don't need ten years of After Effects to make a video. You don't need a degree in graphic design to build a brand. You don't need to know a single line of code to ship an app.

What you do need is something that no tutorial teaches and no AI generates on its own: judgment. Knowing what to create. Knowing when something is right and when it's not. Understanding story, composition, rhythm, cultural context. The stuff that separates a generic output from something that actually makes people stop and pay attention.

That's what Vibe Creating is about. Not the prompting. The directing.

The formula

At its core, every instance of Vibe Creating follows the same pattern:

"vibe" + [any creative discipline] = describe what you want in natural language and let AI execute it.

Vibe + coding = vibe coding.
Vibe + filmmaking = vibe filmmaking.
Vibe + advertising = vibe advertising.
Vibe + composing = vibe composing.

The formula scales infinitely because AI capabilities scale infinitely. Every time a new model ships or a new tool launches, the list of disciplines you can "vibe" gets longer. And every time the list gets longer, the need for a unifying framework gets stronger.

That's what Vibe Creating provides. Not another vertical. The category itself.

The 14+ disciplines

Here's what the landscape looks like right now. Some of these are already mainstream. Others are wide open, waiting for someone to define them.

The consolidated ones have communities, tools, frameworks. The open territory ones are exactly that: open. No one's planted a flag. No one's written the playbook. That's where the opportunity is, and it's moving fast.

The Vibe Creator: a new creative archetype

So if Vibe Creating is the discipline, what do you call the person who practices it?

A Vibe Creator.

Not a prompter. Not an "AI user." Not a designer or a developer who happens to use ChatGPT. A Vibe Creator is someone who has internalized the paradigm shift: the creative process is no longer about mastering tools. It's about mastering direction.

The best analogy is a film director. A director doesn't operate the camera, light the set, edit the footage, or compose the score. A director sees the final product before it exists and orchestrates everyone and everything to get there. That's what a Vibe Creator does, except the crew is made of AI agents.

The equation looks like this:

Vibe Creator = Domain Knowledge + Creative References + Judgment

Domain knowledge is what you understand about your craft. A vibe filmmaker who's never studied pacing, framing, or narrative structure will produce generic work. A vibe advertiser who doesn't understand consumer psychology will produce noise. The technique got democratized, but the understanding didn't.

Creative references are the visual, sonic, narrative, and conceptual influences you bring to the table. The richer your library, the more original your output. We have a name for this: the Quiver.

Judgment is the thing AI can't fake. It's knowing when something is done. When the tone is right. When the pacing breaks. When a pixel is off. It's the non-negotiable human layer that makes the difference between output and work.

The Quiver

A Vibe Creator doesn't make every creative decision from scratch. They carry a Quiver: a curated arsenal of creative references that they can point to in the moment of creation.

Think of an archer. The archer doesn't forge arrows in the field. They open their quiver, pick the right arrow, and shoot. The arrows are already sharpened.

Same principle. The Quiver is your collection of pre-selected references across every creative dimension: color, typography, composition, tone of voice, pacing, visual style, musical mood, narrative structure. When you're creating and you need to make a choice, you don't search the entire internet. You point at something in your Quiver.

See → Point → Execute.

It's not a mood board. Mood boards are passive inspiration. The Quiver is an active decision-making tool. Each reference in it is there because you've already decided: this is the kind of work I want to produce. When you tell your AI agent "make it look like this," you're reaching into your Quiver.

The richer the Quiver, the more distinct the output. The thinner the Quiver, the more generic the work. It's that simple.

Two layers: Macro and Micro

Vibe Creating operates on two layers simultaneously, and the difference between someone who understands this and someone who doesn't is the difference between making stuff and building something.

The Macro layer is the big picture. Your brand, your channel, your career, your project as a whole. It's the container. Who are you? What are you building? What's the narrative arc of everything you're doing?

The Micro layer is the individual piece. The video. The post. The campaign. The song. The single output you're working on right now.

Most people only operate at the Micro level. They open ChatGPT, make a thing, close the tab. Transactional. One-shot. No continuity.

A real Vibe Creator works longitudinally. Every micro creation feeds the macro vision. The post you made today is part of the channel you're building. The campaign is part of the brand. The song is part of the album that's part of the career.

This is where tools like WOW Studio (which we're building) come in: they don't just help you make stuff. They help you build your creative career. They know your Quiver, your style, your past work. They suggest, they challenge, they push you to think bigger. Not "what are you making today?" but "what are we building?"

What makes it different

It's not vibe coding

Vibe coding is one discipline within Vibe Creating. It's the branch that deals with software. But creation extends way beyond code. If you're making a film, a campaign, a piece of music, a brand identity, an architectural concept, you're vibe creating, not vibe coding. The relationship is subset to superset.

It's not just "using AI tools"

Using Midjourney to make a pretty picture is not Vibe Creating. Using ChatGPT to write a blog post is not Vibe Creating. Those are tool interactions. Vibe Creating is a sustained practice with intention, direction, and creative judgment. The difference between someone clicking "generate" and a Vibe Creator is the same difference between someone with a camera and a photographer.

It's not replacing creativity

The opposite. Vibe Creating amplifies creativity by removing the execution bottleneck. If you had ideas but never had the hands to build them, now you do. The filmmaker who can't animate. The strategist who can't design. The musician who hears the symphony but doesn't play an instrument. For the first time, all of them can create at a professional level.

Where this is going

The trajectory is clear. The cost of execution is approaching zero. The cost of taste, vision, and judgment is going up. Every month, AI gets better at building. But it doesn't get better at knowing what should be built.

That gap is where the Vibe Creator lives. And as the gap widens, the Vibe Creator's value compounds.

We're already seeing it. In Y Combinator's Winter 2025 batch, 25% of startups were built with AI-generated code. One-person companies are shipping products that used to require teams of ten. Indie filmmakers are producing work that looks like studio budgets. Musicians with no formal training are composing pieces that move people to tears.

The gatekeepers are losing their leverage. The people with ideas are gaining theirs.

And this is just year one.

Imagine what happens when every creative discipline has been fully "vibed." When the kid in Lima or Lagos or Lahore has the same creative firepower as a team at a top agency in New York. When the barrier to professional creation isn't access to tools, training, or capital, but simply having something worth creating.

That's the world Vibe Creating is building toward. We're documenting it, curating it, and building tools for it. Not because it's a trend. Because it's the most significant shift in how humans create since the invention of the personal computer.

The only question left is: what are you going to create?

— IMAJIM