How Campari used artificial intelligence to create a new Fellini film, and what it means for creativity.
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In the opening scene of Federico Fellinis seminal film8 12, audiences are welcomed into a nightmare.
Fellinis genius lives in those innovative, unique shots.
Still, could artificial intelligence create another Fellini film?
Thats the question driving Camparis newest installment in its celebratedRed Diariesfilm series.
How did the project with Campari Red Diaries come about?
They were talking about an initiative that could celebrate the coming together of Fellini and Campari.
I thought they had bit off far too much here.
Because in some ways, film, and especially Fellini, its like total art.
How did you even begin the process?
Do those faces have expressions on them?
Is the camera moving?
Is the camera zooming?
Then there were two other tools that we developed.
Niemann:We transcribed Fellinis movies to have text copies and used machine learning to analyze them.
So it basically thinks as Fellini would have thought.
So the AI would come up with suggestions, and you could take the suggestion and incorporate it.
Its like working in a room of writers.
What was the collaboration like between your team and Campari?
Neimann:They put trust in the art itself and less on the output.
And it has to look like this, this, and that.
Thats how you destroy creativity, you know.
You have to trust the artist.
Was there anything strange or unexpected that happened when you started feeding the algorithm those scripts?
What were the suggestions like?
Du Sautoy:Thats the exciting thing.
Seeing if the AI can actually decode things that we dont really see ourselves yet.
Was there a point in production where you thought, Oh wow, this is actually working?
Thats when the penny dropped.
Du Sautoy:Unit9 was able to use their experience in gaming, which is very similar.
They were actually able to pick up on things that are distinctively Fellini.
What sort of influence do you think AI will have on the film and creative industry generally?
Theres color grading with AI, theres this kind of script writing that we did.
I think theres a lot of AI use around publishing and evaluating users views and reviews.
But Im intrigued as to whether AI is going to pander too much to likes and dislikes.
It really was seeing somewhere we could go but we just werent ready for it.
What was it like working with Campari on the film?
To me, this project is staying true to Camparis DNA, to its nature.
I think thats the demonstration of forward-thinking in the brand.
Du Sautoy:Its really exciting to see a company like Campari supporting young creatives.
And I think thats very much to their credit.
