IDFA: Perspectives Are Beautiful

IDFA: Perspectives are Beautiful

Using AI to Prove We All See
Documentaries Differently

Using AI to Prove We All See Documentaries Differently

For the launch of IDFA 2021, we transformed a selection of documentary films into perspective based art, using the globally recognised medium: The Rorschach Inkblot. The campaign “Perspectives are Beautiful” elevated IDFA’s positioning as an artistic institution within the documentary space by celebrating the world of perspectives IDFA has on offer.

For the launch of IDFA 2021, we transformed a selection of documentary films into perspective based art, using the globally recognised medium: The Rorschach Inkblot. The campaign “Perspectives are Beautiful” elevated IDFA’s positioning as an artistic institution within the documentary space by celebrating the world of perspectives IDFA has on offer.

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First, 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 colour in real time. A robotic arm then dropped the assigned colour into an aquarium below that created our Rorschach design.

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The city of Amsterdam was covered in perspective based Rorschach designs for the duration of the festival, inviting our audience to celebrate a world of diverse perspectives and experience the richness of the world through the lens of different people, places and cultures.

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