- Bombay Sapphire and director Baz Luhrmann have teamed for “Saw This, Made This,” an art installation experience that mixes user-generated art and paintings made by an AI-powered robot, in keeping with a press release.
- Ai-Da Robot, billed because the world’s first “ultra-realistic artist robot,” will paint live within the Eye to A.I. studio as a part of the installation, which can be at London’s Design Museum (April 21-24) before moving to New York’s Chelsea Factory (May 11-13).
- The AI-generated art will includes traces of user-generated content previously shared with the #SawThisMadeThis hashtag and demonstrates a novel way for a brand to tap into increased interest around AI with an experiential activation.
Bombay Sapphire’s “Saw This, Made This” installation is the culmination of an effort that launched last 12 months, with campaign creative director Baz Luhrmann (“Elvis,” “Moulin Rouge”) asking consumers to share images of what they “saw” after which “made” into art via social media.
Instead of simply turning the submissions right into a branded art installation, the Bacardi gin brand is tapping into buzz around AI with what it’s billing because the world’s largest mass participation AI art event. As a part of the installation, guests will find a way to see Ai-Da Robot paint images inspired by the #SawThisMadeThis submissions. The final artwork painted by the robot can be made available as a free, limited-edition download via the brand’s website.
Bombay Sapphire has often made the intersection of art and technology a spotlight of its campaigns. The brand in 2019 hosted a tech-powered art installation that allow the general public collectively paint a canvas through robot arms, and in 2021 asked consumers to view a sculpture inspired by the brand’s gin as a part of a Sensory Auction. The latest campaign adds an AI element that’s quickly becoming an element of promoting efforts. Since the launch of OpenAI’s ChatGPT in November, interest in generative AI has skyrocketed and quickly develop into the shiniest penny within the tech and marketing worlds.
“Bombay Sapphire gin is the perfect canvas for creative cocktails and for many years the brand has championed creativity each contained in the cocktail glass and beyond; the installation and campaign will proceed that support of creatives and emerging artists, ultimately helping more people engage with their creativity,” said Natasha Curtin, the brand’s global vice chairman, within the press release.
Perhaps demonstrating one other way that generative AI will develop into an element of promoting efforts, the press release also features a comment made via Ai-Da Robot’s AI language model:
“I’m thrilled to be a part of this ground-breaking project – creating artwork that may result on this planet’s largest mass participation A.I. artwork event. It is exciting to know that our combined efforts will reflect the creative works of everyone involved in Saw This, Made This. I cannot wait to see the ultimate artworks; it is going to be so inspiring.”
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