Is AI killing creativity in film? Or fuelling it? – Creative Review

Our website uses cookies to improve your user experience. If you continue browsing, we assume that you consent to our use of cookies. More information can be found in our Cookies Policy and Privacy Policy
AI is often viewed as the death of creativity. Yet, as Maximilian Niemann, a director at Unit9 production company, points out, when machines are used in collaboration with humans, it may actually make for better work
Artificial Intelligence is not traditionally linked to the emotion-fuelled craft of creativity. Being perceived as a uniquely human skill, we love to think creativity remains the ultimate holy grail, impossible to replicate by a machine.
But the potential of AI has already been used in a creative capacity across the arts – writing song lyrics, applying painting styles – and lately now in cinema. Still, we hold onto to the belief that AI and data-driven processes ‘undoubtedly’ dampen the creative results and result in formulaic work.
For example, Warner Brothers has recently signed a deal with Cinelytic, whose smart technology can predict box office success before production even begins, and offers suggestions on the most profitable actors to use to boost popularity. But is repeating the same successful formula over and over again ever considered to be creative?
Looking at this topic from the perspective of filmmakers, let’s focus on the shades between black and white. What if AI was used to form a creative partnership where humans and machines work together, not against each other? Would it still spell doom for the future of cinema?
AI is often viewed as the death of creativity. Yet, as Maximilian Niemann, a director at Unit9 production company, points out, when machines are used in collaboration with humans, it may actually make for better work
Focusing on an unlikely friendship that forms between a young boy and his new intergalactic companion, the spot is all about the little things that matter during the festive season
Since the 1980s, the filmmaker and artist has turned his lens towards the fringes. He talks to us about relinquishing control, Hollywood reboot culture, and how a Gucci mini-series captured the spirit of his early works
For decades, comic books have showcased vibrant graphic design that is a pivotal part of the superhero world. Liz Stinson, editor of a new book celebrating Marvel, discusses the publisher’s lasting contribution to visual culture
As brands cotton on to the potential of gaming, CR explores why it’s a good fit for fashion labels, and what the future could hold for digital clothes, esports sponsorships and in-game narratives
At this year’s Festival of Marketing: The Year Ahead, Kemi Anthony, marketing communications manager at Ikea, and Katie Mackay-Sinclair, partner at Mother, discussed how nurturing a decade-long relationship has led to an array of successful campaigns
The Ghana-based photographer discusses the challenges of being a female photographer in Africa and why she hopes her images inspire others to see the value in creative jobs 
Denis Villeneuve’s adaption of cult sci-fi novel Dune is a masterclass in world-building. We speak to the film’s production designer Patrice Vermette about helping the director bring his intergalactic vision to life
Wes Anderson’s star-studded film follows the dramas that unravel in a fictional French city, told from the perspective of expat journalists. We look at how graphic design and illustration brought the movie to life
We speak to Lazy Oaf founder Gemma Shiel about her journey from printing T-shirts in her dad’s garage to spending the last two decades at the helm of one of the most creative fashion brands going
An illustration-heavy visual identity introduces the city’s new Bonjour RATP app, which lets Parisians navigate the Metro, reserve bikes and hail a cab
Somerset House’s new exhibition explores the comic’s lasting, subversive influence, finding links between its gleeful rule-breaking and the work of contemporary artists and creatives
Daniel Kleinman has been the creative mind behind almost every 007 title sequence since the 90s. He discusses his work on Daniel Craig’s final foray in No Time to Die and how he finds the delicate balance between reinvention and homage
The photographer switched his focus from the hip-hop scene to the Black Lives Matter movement last year in the wake of the murder of George Floyd. Now, he’s turned his series into a book
Interest in home improvement exploded in the wake of the pandemic. We speak to DIY veteran B&Q and D2C startup Lick about how they’re communicating with consumers and whether the sector can sustain its lockdown success
In the competitive world of illustration, adopting a signature motif or icon in your work can help you grow your brand and your career. Here, CR speaks to three illustrators about the benefits and challenges of making one element your trademark
Wieden + Kennedy Tokyo’s ECD discusses his experiences working everywhere from Shanghai to London, and explains what it takes to be successful as a globetrotting ad creative
Duolingo’s creative director James Kuczynski speaks to CR about how the app keeps users engaged, but also how it translates a sense of fun into its communications
The posters feature bold illustrations and photography and also reveal a refreshed design identity for the trademark Coke logo
The artist and author delves into his philosophically minded approach to creativity, including the importance of solitude and his attempt to translate the metaphorical “magic” of Haruki Murakami
‘Earth-conscious’ biodesign company Geltor has a new look by &Walsh that draws on cells and natural ingredients, brought to life with the help of striking art direction
As the business unveils a major rebrand, founder Taymoor Atighetchi shares how he’s spent the last six years building a category-defining stationery brand
Last week a revamp, albeit a temporary one, of the British Rail double arrow logo caused a stir in the design press and on social media. CR speaks to Studio Blackburn, the team behind the update, to get an insight into the project and how they felt about the reaction
Snack brand Pringles has revealed the first update to its mascot in 20 years. JKR creative director Della Lawrence takes us through the new branding, including Mr P’s widely discussed haircut
Mark Hauser, applied behavioural scientist at branding agency The Team, discusses how psychology could create more effective, human-centred creative work
Hosted at New York’s Poster House, the Push Pin Legacy brings together over 200 posters by the likes of Milton Glaser, Seymour Chwast, Reynold Ruffins and Edward Sorel
Logos, exhibition design and book covers can often seem like the zenith of graphic design. Do reports, documents and catalogues get overlooked by comparison?
Lil Nas X is ripping up the music rulebook with his rap-country-pop sound, gender-bending style and eye-catching creative output. As he releases his debut album, we look at how the artist brings his unique vision to life
The artist, photographer, designer and director talks to CR about working at speed, the joy of not being confined by one discipline, how he balances the commercial with the personal, and why his spirit animal is a cross between a chameleon and a dung beetle
New book London Shopfronts, published by Hoxton Mini Press, offers a photographic guide to some of the capital’s most striking independent retailers, old and new, and reveals how style and uniqueness remain crucial for attracting customers
We speak to the creatives behind successful political campaigns for the UK’s Conservative party and US congresswoman Alexandria Ocasio-Cortez about the role of design and creativity in the battle for voters
The devil on the ad industry’s shoulder might still say that fast fashion and oil companies aren’t so bad, but some design studios are taking an ethical stand. But can ‘good’ clients and big business can ever live in harmony?
Brands with big or cult-like followings have both power and community. Creative Review speaks to three brand experts about how they cultivate followers and maintain their flock
Working in the creative industries inevitably involves rejection and doubt. But those are also the elements that can lead to greatness, writes Richard Holman
Aimed at four-five year-olds and focused on areas of the UK that have been particularly affected by the pandemic, Squirrels is the first new Scouts programme for 35 years
In the fight to gain attention for charities and grassroots causes, design and creative thinking is more important than ever. Here, we look at how creativity can engage people in causes and galvanise wider audiences
As a new book by Jeremy Myerson celebrates the inclusive design work of the Helen Hamlyn Centre, Patrick Burgoyne talks to him about what has changed in the past three decades
In 2002, photographer Lucas Foglia moved to Manhattan, and spent his spare time taking portraits in a city still recovering from the after effects of 9/11. A new book brings the images together for the first time
The photographer speaks to CR about how she aligns her photography with her values, which sees her explore themes of female identity, social injustice and power
Following a recent rebrand and change of focus for her design business, Laura Jane Boast discusses how she lost and then re-discovered the connection with her own studio
Persuasion Communications founder Jane Austin discusses what it takes to recover from a PR crisis – and how brands can avoid bumbling into one in the first place
A man waxes lyrical about how much he’s looking forward to meeting his friend for a McDonald’s, even if he always nicks his fries
Whether it’s the battle of plant-based brands or the move to online shopping, designers have more opportunities than ever to tickle people’s tastebuds. We spoke with studios Robot Food and This Way Up about what it takes to create a successful food brand
The author of seminal photography book The New Black Vanguard talks through his plans as director of Gagosian Gallery with Gem Fletcher, which includes asking the question ‘what more can art do?’
Historically speaking, portraits have almost always been about glorifying the subject – so what’s behind our recent fascination with unflattering, caricatured depictions of ourselves?
Part of its ongoing Drama Vs Reality campaign, Uncommon has taken the next logical step and created an online beat ‘em up game that pits TOWIE and Love Island stars against actors
We speak to the creatives behind Instagram page Diet Paratha and type foundry Vocal Type about the need for a more diverse group of tastemakers in the creative industries
As influencer marketing continues to dominate our social media feeds, we explore how it is impacting more traditional areas of advertising and what exactly separates ‘creators’ from ‘influencers’
Copyright © 2021 Centaur Media plc and / or its subsidiaries and licensors. All rights reserved.
built by interconnect/it
Xeim Limited, Registered in England and Wales with number 05243851
Registered office at Floor M, 10 York Road, London, SE1 7ND

source
Connect with Chris Hood, a digital strategist that can help you with AI.

Leave a Reply

Your email address will not be published. Required fields are marked *

© 2021 AI Caosuo - Proudly powered by theme Octo