FIAP 2024 Unveils a Teaser Video for Its Campaign, Created by Humo Rojo, Not Normal, Suena Polenta, and Flow Studio
— The video features two main characters: trap musician Abalam 666 and artificial intelligence —
MIAMI, FL — July 15, 2024 — (NOTICIAS NEWSWIRE) — The Ibero-American Festival of Creativity (FIAP) unveiled a teaser video today titled "Featuring AI," part of its Intelligent Creativity campaign created by Humo Rojo, Not Normal, Suena Polenta, and Flow Studio. This initiative for FIAP's 55th edition aims to explore the potential of artificial intelligence in augmenting creativity.
The 10-second teaser for the FIAP's Intelligent Creativity campaign features two main characters: trap musician Abalam 666 (real name Emanuel Ruggiero) and artificial intelligence.
"FIAP has a long tradition of recognizing excellence within the creative industry, and the rise of artificial intelligence, with its vast potential applications, couldn't be ignored," Guillote Bagnato, Executive Creative Director, Humo Rojo.
He elaborated that upon receiving the FIAP 2024 campaign brief, they were struck by the insight that artificial intelligence (AI) is ubiquitous in conversation. "From press releases touting their capabilities to campaigns utilizing them, and even the new FIAP categories that acknowledge or grapple with their presence, AI is a constant topic. No one can seem to stop talking about it."
Lucas Murillo, co-director and partner at Not Normal, and Alexandr Tananov, the agency's other co-director, began by outlining the technical and creative process behind the upcoming 100-second piece.
"The chance to integrate AI into a final product, as opposed to just personal exploration or internal research, was incredibly valuable. It pushed us to fully explore the tool and its potential," they noted.
Murillo and Tananov clarified that the videoclip concept was always present in the brief. "However, as we delved deeper, we envisioned a collaboration between the artist and the AI – a meeting of two creative minds to create something entirely new. This concept allowed us to explore how AI can augment resources and creativity, leading to superior results."
Suena Polenta's founders, Federico Amaya and Matias Berdiales, emphasized that they started by ‘braining’ with various AI models. They challenged the technology to generate lyrics for a love story between an artist and AI. "While none of the AI-generated lyrics were directly used, they sparked many ideas that we ultimately shaped, modified, and integrated into the final song."
David Arafat, also known as Pezcao, creative and AI specialist responsible for the VFX, described the process as both enjoyable and demanding. "We experimented with various AI models, not just for stylistic image manipulation (Style Transfer), but also to generate animation from scratch and integrate narrative and visual elements seamlessly into the scenes," he explained. "It was undeniably challenging, yet enriching, as we achieved a synergy between human creativity and the efficiency of the AI models, which is precisely what we aimed for."
Emphasizing the subtlety of effective post-production, Arafat explained their ability to seamlessly integrate techniques that significantly enhanced the project. "We transformed a limited set into a vast environment by combining animation and VFX. This not only created a visually distinct space from the filmed location but also provided a foundation for the AI to generate visually compelling elements that contribute to the narrative. This storytelling aspect remains a challenge for AI to achieve independently."
To watch the “Featuring AI” teaser go to: https://www.fiapawards.com/
About FIAP
The Ibero-American Festival of Creativity, FIAP, is now in its 55th edition, continuing its legacy of recognizing excellence and innovation in all advertising formats in Ibero-America. In partnership with PRODU, the festival is dedicated to acknowledging ideas that transform, inspire, elevate, and excite audiences in the region and beyond.
About PRODU
For 35 years, PRODU has been the leading provider of content for television, advertising, and technology professionals in Latin America, Spain, and the US Hispanic market. PRODU produces regular digital business publications aligned with its sustainability strategy, along with an online directory: Who's Who Online, in addition to the most prestigious and consulted website and newsletters on television, advertising, and technology industries. PRODU's three free newsletters reach over 30,000 subscribers daily.