22 May 2019
Author: Matthew Jones
At the same time, we can’t afford to let technology – and all the compelling possibilities it holds – be the enemy. Consider fashion brand Rag & Bone, which recently took a risk by jettisoning its runway show to instead launch an eight-minute campaign film captured using 3D cameras and edited by artificial intelligence (AI).
Despite these outliers, we must be constantly vigilant of the temptation to retreat to what feels comfortable. Everybody has jumped on everybody else’s trains at breakneck speed, because sameness is safe, sameness won’t cause outrage and sameness works in all formats. But here lies the problem: sameness can be learned.
The only antidote to all of this is to strive to find the brand’s truth, to look to its purpose or reason for being, and then build from there. Layer narratives and human stories – and even random, spontaneous ideas – that resonate with the viewer. Essentially, a balance must be struck.
We sought this in our recent Canary Wharf Residential campaign, which used a generative algorithm fed with words unearthed from over 30 years of Canary Wharf press articles. Our system took the nouns and verbs from the archive of articles to create new, three-word slogans. As Canary Wharf becomes an increasingly diverse environment, our campaign used the unexpected nature of randomised phrases to create thousands of possible slogans, all with a positive poetic feel that celebrates the power of Canary Wharf’s evolving community.
Instead of seeing technology as something to fear, we must use it as a tool – a partner that will help visionaries to shape creativity so that it take a leap and resonates at a deeper level.
Matthew Jones is creative director and partner at east London-based design studio Accept & Proceed.