Designer at DROOL

IDFA - "IDFA 2021 Festival Trailer"

WE ARE Pi

WE ARE Pi Amsterdam, Olanda

3348

Marca: IDFA
Paese: Olanda

Cliente: IDFA

Titolo	IDFA 2021 Festival Trailer
Agenzia	WE ARE Pi
Campagna	Perspectives Are Beautiful
Cliente	IDFA
Marca	IDFA
Data di Prima Diffusione/Publicazione	2021 / 11
Settore	Fiere, Eventi, Festivals
Filosofia	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.
Tipo di Media	Interattivo
Lunghezza	31 seconds
Market	Regno Unito
PR Film Music Track	Antfood
Head of Marketing Communications	Martine Van Duijn
Art Director	Orwa Nyrabia
Festival Director	Cees van 't Hullenaar
Communications Coordinator	Marjolein Polder
Social Media Manager	Cengiz Can
Lead Designer	Kaz Salemink
Executive Creative Director	Barney Hobson
Creative Lead	Kyle Foreman
Creative Lead	Jeena van der Heul
Design Director	Seth Josephs
Designer	Gemma Stoner
Production Director	Kim Buttery
Senior Producer	Ekaterina Golovkina
Head of Strategy	Mark Lester
Senior Strategist	Paris Bethel
Managing Director	Patrick Garvey
Chief Executive Officer (CEO)	Alex Bennett-Grant
Business Director	Agathe Derrstroff
Senior Account Director	Daniel Padwick
Account Manager	Slav Slavov
Business Affairs	Emilie Douque
Casa di Produzione	Pi Studios
Director / DOP / Photographer / Editor	Richard Hu
Direttore della fotografia	Boje Pleog
Title	Nick Fatouris
Installation	Circus Family
Music & Sound Design	Soundsright
Music Composer	Mari Koning
Music Composer	Joshua Petit
Music Composer	Jelle Hoebee
Music Producer	Marina Kagan
Post Produzione	Tag Collective Arts
Post-production Producer	Philip Delaney
Flame Artist	James Mortner
Colorist	Alexandre Nerzic