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Even to artificial intelligence ‘ketchup’ looks like Heinz.”
Heinz
Are you still just absolutely denying AI? Because I am. And I don’t really know why.
Especially because the discussions we’re having at work are all very positive. Talking about how we’re still the experts in these fields and we couldn’t morally bill a client for that time if it was the opposite.
Fundamentally, how do you determine whether it’s ‘good’ or not if you don’t know anything about the creative field you’re so nonchalantly requesting a computer to generate?
You don’t.
Being a ‘creative’ professional is a joy because you’re trusted. Trusted to be the expert, to put new techniques and developments to your craft onto the page where you deem it appropriate.
The truth is that I’m intimidated by AI. But I want to understand it. I want to be its friend and companion and colleague.
Brands are already starting to incorporate AI generated artwork into their narrative. Heinz is one big name. Coca-Cola another.
But Heinz used a brilliant line for their campaign:
“Even to artificial intelligence ‘ketchup’ looks like Heinz.”
Heinz
It perfectly continues the ongoing campaign, which involves asking humans to ‘draw ketchup,’ conducting the ‘ketchup color test,’ and showcasing a beautiful photography campaign that exposed restaurants refilling their authentic Heinz bottles with cheap alternatives.
Futuristic, powerful sounding tools like ‘Open AI’ and ‘DALL-E’. Exciting and extrovert sounding platforms like ‘Midjourney’ and ‘Runway’. The world is creating a seemingly endless stream of images. They’re undeniably intriguing. They’re undeniably weird. But they’re undeniably, in my opinion at least, all sort of the same fantastical nonsense
The next stage of how we start to use AI in a creative setting is to develop the language tools that allow us to communicate with these platforms. To tame them.
And that’s where this piece of work comes in.
La Monnaie, the Brussel-based opera house has unveiled this brilliant campaign centred on the idea of ‘fate’.
Ever noticed that AI just isn’t all that good at fingers and eyes? I’ve seen some bizarre concoctions over the past months. And while funny to look at, that ‘weird and wonderful’ feel is exactly the sort of thing that Base Design wanted to incorporate into their work.
Using prompts generated by the playwrights and then adapted for MONTHS by the studio to make sure the right sort of images were spewed forth.
This is cutting edge stuff. And takes an institution over 150 years old on a truly contemporary revamp. Embracing technology is exciting. It’s certainly bold. But leaving the creativity to ‘fate’ as has been done is bang on the money for the brief.
This has genuinely got me excited about the world of artificial intelligence. Whether or not I find the time to start messing with it or even thinking of ways to incorporate it into our world of work is, well, totally down to me.
Maybe I’ll start by figuring out the correct way to prompt the damn things.
Any idea where to start?
