CGD23

Are you afraid of artificial intelligence, or are you an AI optimist? Over the last few years, the debate about this technological phenomenon has spread to all spheres of society, including the creative industries and graphic design.

Generative AI was also the main theme of the Mouvo 2023 conference for which Studio Oficina developed the Am I, Are you, is she, A I? visual identity, as well as a video clip introducing the event guests. The main protagonist is a personified language model attempting to help select the best speakers. It briefly tries searching on an old Mac, then flips through some books and even tries playing Scrabble. It is happy when it manages to put together a text and is even happier when it gets a thumbs up. A light playfulness is part of the script and the video’s visual form. We find it in the gestures of the main protagonist, the expression of the emojis, the stop motion animation composed of Lego pieces, and in the sequence of generated retro robots. There’s even a bubble blower and Space Invaders. Playfulness and irony.

The clip deftly connects various techniques of animation and analog film. The visual line works hand in hand with the content and the sound, offering 75 second of refreshing video content. Studio Oficina managed to create an original AI figure which is far removed from stereotypical images usually associated with this theme. Their “chat model” is humane and relatable. It provides a new perspective on the topic, and if you are one of those who worry about the rise of AI you might even come to like it.

Lukáš Pilka