At a time when art goes beyond digital limits with the NFTs market and the emergence of new virtual environments (we talk a little about how to create for the metaverse here) generative art can be an ally in creating experience design for events , festivals, and brand activations.
What is generative art?
Generative art, or procedural art, is art generated by an autonomous computer system in which decisions can be made by the system itself, independent of the creator. Unlike a traditional painting or sculpture, in which the artist creates a work 100% from his decisions, in generative art the work is the creation of the generative system itself. The final result is a consequence of the parameters chosen by the artist who developed it, added to the infinite possibilities of combinations that the code can generate.
How does generative art work?
Within this universe, generative art can bring spontaneity added to the human factor so that algorithms generate unusual and unique results. In this type of art, codes and programming evolve freely within the structure and aesthetic limits defined by the creator.
A recent example is the project we produced for the Duratex stand at Casa Cor, called “Casa Alma Duratex”. of the environment.
In this installation, the generative art process is similar to a cake recipe. Different cooks will reproduce the same recipe, but it will never be the same. Thinking about the computer, it will always execute a function or command in the same mechanical and precise way. The result will always be the same.
Now, imagine if we could introduce variable data, so that they modify the results of what the computer delivers. That’s what we did at Casa Alma. In this way, we introduce small imperfections and human variations in this process, transforming the result that the system will generate according to the particularities and emotions of each one. We are able to create arts that have similar characteristics, but that, like digital printing, are exclusive and unique to each person.
In this project, visitors received a smartwatch capable of capturing heartbeats and physical movements during the visit. Data were collected and sent via the internet to the system created by us at Midiadub, where original works were generated using textures and products from Duratex’s space. In a few minutes, the image was sent to the visitors’ cell phone with their experiences translated into works of art. 1,616 unique works were generated in 30 days of action.
You can watch the full video on here.
Generative art may sound futuristic and a recent technological innovation. But the pioneer in this experiment was the German mathematician and physicist Georg Ness, who presented the first work using the term “Computer Graphic” in February 1965, called “Shotter” or “Gravel”. Georg Nees’ programs were given commands to create random but methodical scribbles from pre-planned points of origin. The result was a gradual transition from order to chaos.
More than 57 years later, with the evolution of technology, the applications of generative art go far beyond what George Ness designed. It can be used to create high-impact technological experiences that already go beyond the visual limits. In the 1990s, an icon of procedural creation was John Maeda, who evolved the concept of the “humanist technologist”. In the 2000s, Casey Reas brought yet another innovation to the scene by creating the processing programming language, which to this day plays a relevant role in the creation of generative works.
In 2022, you can innovate technologically in any creation involving codes, even starting from something inherent to the human being, the sensitivity of the senses, involving music, sculpture, etc. The very arrival of NFTs to the mainstream brings along, in addition to a new wave of procedural artists, a new economic format for the art world. An example is the artist Tyler Hobbes, disciple of Reas, and his series “Fidenza” (2021), with 999 arts created generatively. Each of his works does not cost less than 69.5 Ether, which is approximately R$930,000.00.
In generative art, creating a brand experience is spontaneous and has a life of its own. It can also be used for branding and striking visual identities, but it generates even more impact when it has the possibility of interacting with the public in the co-creation of a striking, flexible narrative that reformulates the interaction with the audience, a kind of bridge between man and machine that generate varied assets. Any type of data can generate unique content for a campaign made with generative art and the creative use of algorithms.
We don’t know exactly what the future will look like, but certainly our way of creating, selling and enjoying art will be increasingly linked to the digital/computing world. All these changes are in the process of evolution and this curve seems to be getting more and more accentuated. New ways will be invented for brands to interact with technology developers and, consequently, with their consumers. It is up to us to understand these new formats and move forward together in the creation of works of art and actions that were not yet possible. to be performed until then.
On Arthur Boniconte
Co-founder and creative director of Midiadub, he graduated in cinema at FAAP, where he distinguished himself by winning awards directing documentaries and exploring new visual languages. His work has been presented in several countries in Latin America, North America and Europe. Arthur also enjoys writing, photography and travelling.
Over the Midiadub
Creative production studio that combines art and technology to create immersive and interactive stories in different media. With a team formed by artists, designers, storytellers and developers, the studio is dedicated to achieving the best technical execution and sensory experience.
In activity since 2005 and working in different parts of the world, such as Latin America, North America and Europe, the studio believes in work processes that value sensitivity and listening, in order to achieve unique results that move and remain in memory. “We want to create moving images today that will be present in the technologies and experiences of the future.”
Learn more at our instagram.
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