Im•persona•tion
↗ Case Study on Behance
↗ Exhibition’s Overview
VENUEVietnamese Women’s Museum (Hanoi, VN)
CREATIVE DIRECTORGiang Nguyen
DESIGNERSMinh Nguyen
Phong Pham
Chau Nguyen
DEVELOPERSMinh Nguyen
CODY
“Will AI Replace Creative Workers?”
This was a question pondered by the studio during their creation of the visual identity for the Vietnam Festival of Creativity & Design 2023. The studio addressed this question by emphasizing the irreplaceable essence of human creativity, relegating AI to the role of a powerful adjunct in executing and enhancing human creative visions. In a humorous and intentionally lowbrow response, the team collaborated with AI to forge a generated human character/digital avatar, termed an “AI-generated creative.”
The project involved developing a design system in tandem with ChatGPT that maps complex cognitive data — from personality traits like extroversion/introversion to creative thinking styles and methodologies inspired by the works of J.P. Guilford and Edward De Bono — into the simple visual characteristics of what they have aptly named “Persona.” This system, utilizing creative coding within a 3D environment, enables the audience to generate their own Persona via a series of questions and then interact with it using motion tracking.
This interpretation of “unserious” human data, while holistic, is fundamentally an artistic endeavor through speculative and generative design. It serves as an answer to the original question, affirming the indispensable and irreplaceable role of the creative author in the work.