TBWA\Melbourne creates AI artwork for Melbourne Writers Festival
TBWA\Melbourne will work with the Melbourne Writers Festival to develop a collection of AI artwork, created by inputting the work of literary icons, word for word, into AI.
The project follows the launch of AI Mid Journey, an AI bot that turns written prompts into artwork. The technology has initiated worldwide debate on what AI-generated imagery means for future of art.
Exploring the possibilities of AI generated art in creative industries, TBWA/Melbourne’s work for Melbourne Writers Festival looks past the images themselves, shining a spotlight on the creativity of the word needed make them.
The art pieces are derived from passages taken from classic works of literature from literary icons Mary Shelley, Herman Melville, H.G. Wells, Bram Stoker and George Orwell. The passages were inserted verbatim into the AI Mid Journey, creating visuals that stand as a reminder of the enduring power of the written word.
Casselly Main, marketing and communications manager, Melbourne Writers Festival, said: “This year’s festival is all about ambition and this campaign is the perfect encapsulation. We’re ecstatic about the response the images had at the festival. Even though most of these books were written over a hundred years ago, their words continue to inspire today.”
TBWA\Melbourne added: “Like most of the industry, when we first saw Mid Journey, we experienced a momentary existential crisis. ‘What does this mean for creativity? Is it now out of human hands?’ The short answer is no, far from it.
“AI like Mid Journey are an incredible creative tool. Even in the past weeks, we’ve seen huge leaps in visualisation, composition and lighting. But our partnership with the Melbourne Writers Festival shows the strength of beautiful writing — past, present and future.”
The campaign coincided with the Melbourne Writers Festival last week, appearing in OOH and digital, with plans to release illustrated ebooks of the classic novels, featuring further AI interpretations, in the coming months.
Credits
Client: Melbourne Writers Festival
Creative Agency: TBWA\Melbourne
Production: TBWA\Melbourne
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