The Art of Words
Melbourne Writers Festival
Challenge
The Melbourne Writers Festival had long been positioned as Australia’s boldest literary festival. But after one of the world’s longest lockdowns, attendance and excitement for the event had significantly dropped.
Convention
In a world of the ‘Gram, streaming and an explosion of AI, literature was seen as dated, uncool, and well, a little bit dull. So, we set out to restore the love for literature, reaffirming the festival’s position as a home for forward thinkers.
Disruption®
No matter how tech evolves, the creative power of words will endure.
While AI generated imagery sparked a worldwide debate on the future of art, no one was talking about what was needed to create it. In one of the world’s first commercial uses of AI Art, we created a collection of artworks to prove the power of the written word.
Just five weeks after the launch of MidJourney, we used passages from some of history’s greatest writers — Orwell, Stoker, Melville — as a prompt to create AI artwork.
Each visual explored the intersection of technology and creativity – creating a collaboration between human and machine that spanned generations. It showed that no matter how far technology advances, great writing will always be important. Period.
