Here’s a thoughtful question: Does AI compete with human creativity? Or does it complement it? Considering who is asked and based on their knowledge of technology, answers to this question might vary. But while people might be arguing whether AI is good or bad for creativity, Northern Data Group, a leading provider of AI and High-Performance Computing (HPC) solutions, takes this matter into its own hands and claims AI and human creativity are partners rather than competitors.
A strong statement, indeed, but to support its belief, the group invited a team of artists, asking them to prove that AI can become the playground where art and tech merge to enhance human creativity. For this adventure, Northern Data Group teamed up with Team Lewis agency, HELO production company, and motion design collective Blind Pig. Created by Oscar-winning artist Shona Heath, “The Glass Hermit” — part of the “Innovation Bravery” larger campaign — the AI-enabled short film represents her first foray into blending AI into her work.
While working on the project, Shona Heath — best known for her production design on the award-winning motion picture “Poor Things” — experimented with AI during the production stages, all while keeping her analog creative process in mind. Expressing her thoughts, Heath said: “AI has opened a door to other dimensions. It makes sense to me to use it in conjunction with my original ideas, the handmade and human-crafted. It is like another color.”
Neil Evely, HELO Global Head of Innovation, added: “We made sure that any AI used was complimentary to Shona’s aesthetic and story. Alongside Blind Pig, we developed a new VFX+AI pipeline that evolved daily, enabling us to combine traditional post-production tools with cutting-edge AI technology. There isn’t an instruction manual for what we wanted to do – every day was an experiment for us just as much as it was for Shona and Northern Data.”
The video follows the elegant performance of Ruby Gaskell under the Heath’s spell, who turned her eyes to nature for inspiration: “the circularity and fluidity of nature.” Perfectly capturing the brand’s sustainability principles, the story takes the viewers on an incredible journey, following the pathway of a shell to sand, water, and lastly, to glass.
Rosanne Kincaid-Smith, Northern Data Group COO, continues: “Northern Data emphasizes the collaboration between human creativity and AI capabilities, and importantly our shared accountability to care for our planet. “The Glass Hermit” is a one-of-a-kind work of art that embodies these values. A production of this type would not have been possible a year ago, but now we are able to see first-hand how AI innovation, in the hands of visionaries like Shona, will ensure refined and tailored outcomes that drive industries forward.”
The initiative debuted in Times Square in New York, Piccadilly Circus in London, and Moxy in Downtown LA. Those who couldn’t be there can still enjoy the one-minute-long video as well as the behind-the-scenes by visiting the brand’s dedicated page for the ad.
CREDITS
Brand: Northern Data Group
Director: Shona Heath
Agency: Team Lewis
Production Company: HELO
AI Animation: Blind Pig
Executive Creative Director: Ric Comline
Storyboards: Christine Peters
AI Animation: Sveety K, Ric Comline, Gus Ribeiro
Title Animation: William Smith, Lawrence Scanlon
Executive Producer: Thierry Levy
Senior Producer: Ana Hoxha
Production Assistant: Ben Riley
Post Production: Absolute
VFX Supervisor: Gus Ribeiro
Compositing: Ric Comline, Gus Ribeiro
Cleanup: Jasmine Cooper, Tommy Coulter-Liston
Offline Edit: Ollie Burn
Audio: Absolute
Head of Sound: Rich Martin
Sound Assistant: Daniel Panayi
Colour: Absolute
Creative Director / Colourist: Peter Oppersdorff
Head of Colour Production: Leianna Gilmartin
