Campaign Spotlight

Campaign Spotlight: IDFA uses AI to prove we all see documentaries differently

AMSTERDAM, NETHERLANDS — 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.

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“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,” says WE ARE Pi Design Director Seth Josephs. “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.”

Seth Josephs, Design Director, WE ARE Pi, adds, “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.

CREDITS

IDFA

 

Head of Marketing CommunicationsMartine Van Duijn
Artistic DirectorOrwa Nyrabia
Festival Director Cees van ‘t Hullenaar
Communications Coordinator Marjolein Polder 
Social Media ManagerCengiz Can
Lead Designer Kaz Salemink

 

WE ARE Pi

 

Executive Creative DirectorsBarney Hobson

Creative Leads
Kyle Foreman

Jeena van der Heul 

Design DirectorSeth Josephs
DesignerGemma Stoner
Production Director Kim Buttery
Senior ProducerEkaterina Golovkina
Head of StrategyMark Lester
Senior StrategistParis Bethel
Managing DirectorPatrick Garvey
CEOAlex Bennett-Grant
Business DirectorAgathe Derrstroff
Senior Account DirectorDaniel Padwick
Account ManagerSlav Slavov
Business AffairsEmilie Douque

 

Production

 

Production CompanyPi Studios
DirectorRichard Hu
Director of PhotographyRichard Hu, Boje Pleog
PhotographerRichard Hu
Edit Richard Hu
TitlesNick Fatouris
Installation Circus Family
Wouter Westen – Founder & ProducerDeveloper & Engineer – Cas Dekker
Music & Sound DesignSoundsright

Composers: Mari Koning, Joshua Petit, Jelle Hoebee

Producer: Marina Kagan

Post ProductionTag Collective Arts

Post Producer: Philip Delaney

Flame Artist: James Mortner

Colourist – Alexandre Nerzic

PR Film Music TrackAntfood

 

With Thanks to 
Audiovisual StudioCircus Family
Music & Sound DesignSoundsright
Grade & VFXTag Collective Arts
Music for PR FilmAntfood

 

 

 

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