Patrick Garvey
Founding Partner & Managing Director at WE ARE Pi
Amsterdam, Niederlande
TitelIDFA 2021 Festival Trailer
Agentur
Kampagne Perspectives Are Beautiful
Werbende IDFA
Marke IDFA
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 11
Geschäftsbereich Festivals & Messen
Philosophie World's leading independent documentary film festival,IDFA, launches ‘Perspectives Are Beautiful’, a campaign created by WE ARE Pi that uses stunning AI-powered artwork to celebrate how we all see documentaries differently.

Created in-house by WE ARE Pi in collaboration with installation artists collective Circus Family, the campaign used a bespoke AI scanning algorithm to analyse documentaries being showcased at the 2021 festival and transform them into Rorschach-based art.

We best know Rorschach as a psychological test where people are asked to examine inkblots and share their interpretation of what they see. Famously, people often see wildly different things in the same image. We wanted to take what people love and know about Rorschach art and use it in the context of film. Because much like viewing a film, there is never one perspective, but many.

To create the campaign an AI parametric algorithm scanned the films colour brightness/luminance, duration, and location. The Data was then translated into ink patterns with a specially constructed robot that released the ink patterns into a tank of water. By mirroring these explosions of colour, the machine created stunning dynamic Rorschach Inkblots. In the campaign film, these explosions can be seen building up to a crescendo of visual splendour.

The ‘Perspectives Are Beautiful’ campaign is a continuation of IDFA’s partnership with WE ARE Pi, and the film festival’s ambition to elevate its position as an artistic institution within the documentary space. It follows last year’s “Real Emotions. Real Film.”, which explored the beautiful range of human emotions by putting tears under the microscope. This year’s campaign rolls out in cinema, social, print, outdoor and PR.
Medientyp Interaktiv
Länge
Markt Großbritannien
PR Film Music Track
Head of Marketing Communications
Art Director
Festival Director
Communications Coordinator Marjolein Polder
Social Media Manager
Lead Designer
Executive Creative Director
Creative Lead
Creative Lead
Design Director
Designer
Production Director
Senior Producer
Head of Strategy
Senior Strategist
Geschäftsführer
Chief Executive Officer (CEO)
Kaufmännischer Geschäftsführer
Senior Account Director
Kundenbetreuer
Business Affairs
Produktionsfirma Pi Studios
Director / DOP / Photographer / Editor
Direktor Fotografie
Title
Installation
Music & Sound Design
Komponist
Komponist
Komponist
Music Producer
Post-Produktion
Produzent Post-Produktion
Flame Artist
Kolorist

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