IDFA -  perspectiveS

ARE BEAUTIFUL

IDFA

IDFA

IDFA

IDFA

Challenge

Facing a dramatic shift in the landscape, IDFA came to us with an ambition for the 2022 festival edition to elevate its position as an artistic institution within the documentary space and restore the perception of documentaries, from lo-fi to high art. So we set out to show viewers of the 2021 festival why documentary filmmaking is an art form and one of the most transformational kinds.

Challenge

Facing a dramatic shift in the landscape, IDFA came to us with an ambition for the 2022 festival edition to elevate its position as an artistic institution within the documentary space and restore the perception of documentaries, from lo-fi to high art. So we set out to show viewers of the 2021 festival why documentary filmmaking is an art form and one of the most transformational kinds.

Challenge

Facing a dramatic shift in the landscape, IDFA came to us with an ambition for the 2022 festival edition to elevate its position as an artistic institution within the documentary space and restore the perception of documentaries, from lo-fi to high art. So we set out to show viewers of the 2021 festival why documentary filmmaking is an art form and one of the most transformational kinds.

Challenge

Facing a dramatic shift in the landscape, IDFA came to us with an ambition for the 2022 festival edition to elevate its position as an artistic institution within the documentary space and restore the perception of documentaries, from lo-fi to high art. So we set out to show viewers of the 2021 festival why documentary filmmaking is an artform, and one of the most transformational kinds.

Challenge

Facing a dramatic shift in the landscape, IDFA came to us with an ambition for the 2022 festival edition to elevate its position as an artistic institution within the documentary space and restore the perception of documentaries, from lo-fi to high art. So we set out to show viewers of the 2021 festival why documentary filmmaking is an art form and one of the most transformational kinds.

Concept

The campaign idea “Perspectives are Beautiful” transformed a selection of IDFA films into perspective-based art, using the globally recognised medium: The Rorschach Ink Blot Test. This elevated IDFA’s positioning as an artistic institution within the documentary space and restored the perception of documentaries, from lo-fi to high art. We developed a machine that used an AI algorithm to collect data from each film (like colour, emotion, duration, and language) to create bespoke, perspective-based Rorschach inkblot designs.

Concept

The campaign idea “Perspectives are Beautiful” transformed a selection of IDFA films into perspective-based art, using the globally recognised medium: The Rorschach Ink Blot Test. This elevated IDFA’s positioning as an artistic institution within the documentary space and restored the perception of documentaries, from lo-fi to high art. We developed a machine that used an AI algorithm to collect data from each film (like colour, emotion, duration and language) to create bespoke, perspective-based Rorschach inkblot designs.

Concept

The campaign idea “Perspectives are Beautiful” transformed a selection of IDFA films into perspective-based art, using the globally recognised medium: The Rorschach Ink Blot Test. This elevated IDFA’s positioning as an artistic institution within the documentary space and restored the perception of documentaries, from lo-fi to high art. We developed a machine that used an AI algorithm to collect data from each film (like colour, emotion, duration, and language) to create bespoke, perspective-based Rorschach inkblot designs.

Concept

The campaign idea “Perspectives are Beautiful” transformed a selection of IDFA films into perspective-based art, using the globally recognised medium: The Rorschach Ink Blot Test. This elevated IDFA’s positioning as an artistic institution within the documentary space and restored the perception of documentaries, from lo-fi to high art. We developed a machine that used an AI algorithm to collect data from each film (like colour, emotion, duration, and language) to create bespoke, perspective-based Rorschach inkblot designs.

Concept

The campaign idea “Perspectives are Beautiful” transformed a selection of IDFA films into perspective-based art, using the globally recognised medium: The Rorschach Ink Blot Test. This elevated IDFA’s positioning as an artistic institution within the documentary space and restored the perception of documentaries, from lo-fi to high art. We developed a machine that used an AI algorithm to collect data from each film (like colour, emotion, duration, and language) to create bespoke, perspective-based Rorschach inkblot designs.

As the data was collected, our machine translated it into color in real-time. A robotic arm then dropped the assigned color into an aquarium below that created our Rorschach design. Depending on the data collected, the colors would change accordingly, creating perspective-based artwork directly related to the perspectives found in each film that was scanned. We wanted to bring to life an artistic expression of the nuance found in diverse stories and how we all see things differently, depending on our own lived experiences.

.

As the data was collected, our machine translated it into colour in real-time. A robotic arm then dropped the assigned colour into an aquarium below that created our Rorschach design. Depending on the data collected, the colours would change accordingly, creating perspective-based artwork directly related to the perspectives found in each film that was scanned. We wanted to bring to life an artistic expression of the nuance that could be found in diverse stories and how we all see things differently, depending on our own lived experiences.

.

As the data was collected, our machine translated it into color in real-time. A robotic arm then dropped the assigned color into an aquarium below that created our Rorschach design. Depending on the data collected, the colors would change accordingly, creating perspective-based artwork directly related to the perspectives found in each film that was scanned. We wanted to bring to life an artistic expression of the nuance found in diverse stories and how we all see things differently, depending on our own lived experiences.

.

As the data was collected, our machine translated it into color in real-time. A robotic arm then dropped the assigned color into an aquarium below that created our Rorschach design. Depending on the data collected, the colors would change accordingly, creating perspective-based artwork directly related to the perspectives found in each film that was scanned. We wanted to bring to life an artistic expression of the nuance found in diverse stories and how we all see things differently, depending on our own lived experiences.

.

As the data was collected, our machine translated it into colour in real-time. A robotic arm then dropped the assigned colour into an aquarium below that created our Rorschach design.

Depending on the data collected, the colours would change accordingly, creating perspective-based artwork directly related to the perspectives found in each film that was scanned.

We wanted to bring to life an artistic expression of the nuance that could be found in diverse stories and how we all see things differently, depending on our own lived experiences.

.