IDFA - "Perspectives Are Beautiful 2"

WE ARE Pi

WE ARE Pi Amsterdam, Pays-Bas

3071

Marque: IDFA
Pays: Pays-Bas

Annonceur: IDFA

Titre	Perspectives Are Beautiful 2
Agence	WE ARE Pi
Campagne	Perspectives Are Beautiful
Annonceur	IDFA
Marque	IDFA
Date de première diffusion/publication	2021 / 11
Secteur d'activité	Salons, événements & festivals
Philosophie	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.
Type de média	Presse & publications
Marché	Royaume-Uni
PR Film Music Track	Antfood
Head of Marketing Communications	Martine Van Duijn
Directeur artistique	Orwa Nyrabia
Festival Director	Cees van 't Hullenaar
Communications Coordinator	Marjolein Polder
Social Media Manager	Cengiz Can
Lead Designer	Kaz Salemink
Directeur de la création	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
Directeur Général	Patrick Garvey
PDG	Alex Bennett-Grant
Business Director	Agathe Derrstroff
Senior Account Director	Daniel Padwick
Responsable de budget agence	Slav Slavov
Business Affairs	Emilie Douque
Maison de production	Pi Studios
Director / DOP / Photographer / Editor	Richard Hu
Directeur de la photo	Boje Pleog
Title	Nick Fatouris
Installation	Circus Family
Music & Sound Design	Soundsright
Compositeur de musique	Mari Koning
Compositeur de musique	Joshua Petit
Compositeur de musique	Jelle Hoebee
Producteur musical	Marina Kagan
Post production	Tag Collective Arts
Post-production Producer	Philip Delaney
Flame Artist	James Mortner
Coloriste	Alexandre Nerzic