We’ve all seen the dystopian scenery of Blade Runner and Minority Report, the otherworldly landscapes of Dune or the Utopian worlds of Tomorrowland. Up until recently, these vast worlds took a huge amount of planning, computing power, and visual effects artists to bring them to life. These godly resources translated to budgets that were out of reach for the mere mortals of the ad industry. That is, until now.
我们都看过《银翼杀手》和《少数派报告》中的反乌托邦场景，看过《沙丘》中超凡脱俗的的风景，或《明日世界》中的乌托邦世界。一直以来，这些巨大的场景塑造都需要投入大量的资源，如超强的电脑技术和视觉效果艺术家的共同努力才能将最终作品演绎的惟妙惟肖。 然而这些高额的成本预算在广告行业通常是无法企及的高度。
Enter Artificial Intelligence 进入人工智能
Not the malevolent HAL from 2001 a Space Odyssey, or the random Wall-E but the kind that, with the guiding hand of an experienced artist, can churn out multiple iterations of futuristic cinematic vistas, on time and on budget, under one roof. This is great news especially for web3 products, crypto services, and Metaverse businesses that typically aspire for a larger-than-life quality in their communications.
We wanted to share some highlights from our recent work on a CROWD1 commercial directed by Juice’s own Michal Misiński and his ingenious use of AI in the production pipeline. In its quest for generating awareness for its near-sci-fi financial vision, and outstanding brand image, CROWD1 found in Juice the ideal partners. Let us explain.
这里所说的AI并不是我们在《太空漫游》中看到的邪恶的HAL，也不是具有随机性和不可预测性的Wall-E，而指的是在有经验的艺术家指导下，能够按时按预算，大量有效的制作出多个未来主义电影场景的AI。这对于那些通常希望在其通信中展现超凡品质的Web3产品、加密服务和元宇宙企业来说，是个好消息。
我们想分享一些我们最近在CROWD1商业广告中的工作亮点，该广告由Juice的Michal Misiński导演指导，他在制作流程中巧妙地使用了AI技术。在为实现其科幻的未来愿景和形成卓越的品牌形象认知度的过程中，CROWD1发现Juice是理想的合作伙伴。 让我们走进看背后的故事。
Juice | CROWD1 – Rocket Commander Seats – interior concept art Juice | CROWD1 – Rocket Commander Seats – final footage Juice | CROWD1 – City Patio, Shuttle Campus, Rocket Launch District overview – exterior concept art Juice | CROWD1 – City Patio, Shuttle Campus, Rocket Launch District overview – final footage Juice | CROWD1 – City View, Launch District – exterior concept art Juice | CROWD1 – City View, Launch District – final footage
We have been looking forward to testing AI-augmented tools for a while now. For this project, firstly as a talent extension to enforce concept and assets stage. Then to improve the way we gather feedback and take care about relationships with clients.
我们一直期待着测试AI增强工具。对于这个项目，首先它是作为扩展来加强概念和资产阶段的手段。然后进一步改进我们收集反馈和与客户关系的方式。
“We started our conversations about artificial intelligence possibilities back in 2021. Our visions for the future were exciting, but available models at the time were simply not advanced enough to integrate them into a commercial pipeline. When the CROWD1 project came up, we decided this was our chance to see in real life if we were ready for new ways of doing things. We met with our artists and redesigned the processes together by adding generative AI to the existing framework. It's not easy when you're trying to reinvent mechanisms proven over the last two decades and can no longer rely on traditional processes that everyone knows and understands, for an alternative workflow search. But we learned where it works best and when fitted right, AI can work in concert with artists, follow their styles and extend their abilities in ways that are even hard to comprehend. CROWD1 is a milestone, since it will be marked as the first time we fully integrated AI assisted alt flow into a commercial project, and quite frankly I can’t imagine going back.”
我们早在2021年就开始探讨人工智能的可能性。我们对未来的愿景充满向往，但当时可用的模型还不够先进，无法将它们整合到实际的商业流程中。当CROWD1项目出现时，我们意识到在实际项目中实践的机会，在实践过程中做好了使用新技术的准备。 我们与艺术家们会面，通过将生成式人工智能添加到现有框架中一起重新设计流程。当你试图颠覆过去二十年来证明有效的机制，并且不能再依赖每个人都知道和理解的传统流程来寻找替代工作流程时，这并不容易。但我们学会了在哪些方面使用它将更有效，当它与艺术家合作时，AI可以与他们协同工作，跟随他们的风格，并以令人惊叹的方式扩展他们的能力。 CROWD1是一个里程碑，因为它成为我们第一次将AI辅助的替代流程完全整合到商业项目中，而且坦率地说，我或许不再想回到过去的工作方式。 – Patryk Habryn, VFX Supervisor
Juice | CROWD1 – Command Center – interior concept art Juice | CROWD1 – Command Center – final footage
So yeah, some may say that you can get 7 days worth of art creation in the span of one day. However, AI on its own is too wild and unpredictable. At the moment, without a skilled artist to add a clear intention and adapt the action to what other humans expect to see, it’s pretty useless beyond the moodboard stage. You can think about AI as a powerful microwave oven that can cook a bowl of ramen in 1 minute but a human has to prep the ingredients and then taste the final product. Here too, it’s the human artist who prepares the initial prompts, and base artwork, it’s the creative team who makes important decisions around it and the human artist again who has to alter, tweak, adjust, and futz around with numerous variants in order to deliver something that looks realistic enough and can then get through the animation process and come out the other end looking photo-realistic and totally believable. But hey! Let’s wait and see what GPT-4 brings us!
是的，有些人可能会说，你可以在一天的时间内完成7天的艺术创作。然而，AI本身太过不可预测。目前，如果没有熟练的艺术家添加明确的意图并根据其他人的期望调整行动，它在moodboard阶段之外就没什么用了。你可以将AI想象成一个强大的微波炉，可以在1分钟内煮一碗拉面，但是人类必须准备食材并品尝最终产品。 在这里，也是人类艺术家准备初始想法和基础艺术品，创意团队做出重要决策后，再次是艺术家们必须反复修改、雕琢、调整，以便交付出看起来足够逼真并且以动画方式传达出像照片般逼真和完全可信的东西。 但是，让我们期待并看看GPT-4会带给我们什么！
Juice | Michał Misiński CROWD1’s campaign director
Michal Misiński, Director: “Just like no one thinks that Avatar could’ve just popped out of a machine without James Cameron at the helm, no one here thinks that this is the end of human creativity but rather the beginning of a new degree of creative freedom. We want to make great visual communications, and tell compelling visual stories together, as a human team, and for that we need to discuss what works for us and gradually add it to the already great thing that we have going here.” 导演Michal Misiński 说：“就像没有人认为《阿凡达》可以在詹姆斯·卡梅隆不掌舵的情况下突然出现一样， AI不应该是人类创造力的终结，而应是创造自由的新起点。我们想要创造出伟大的视觉传播，共同讲述引人入胜的视觉故事，作为一个团队，为此我们需要讨论对我们有效的方法，并逐步将AI技术以合理的方式添加到我们已经拥有的伟大事物中。”
Unlocking Creativity and Collaboration 解锁创造力和协作
If it wasn’t clear, the benefits to clients are huge: more possibilities, greater freedom to branch off of the main concept and explore more iterations in less time, and a fantastic opportunity for client involvement for those who have the time and desire to be part of the artistic process. We no longer have to settle for wordy descriptions and reference shots that leave much to be desired and plenty of room for confusion. We can manage expectations much more tightly both during the concept art stage and down the line when we get into production. So next time you’re sitting down to imagine your hero and their environment don’t settle for “Young woman, standing in the middle of a futuristic-looking street”. Instead, shoot for floating airborne cities with transparent tubes in place of roads and sidewalks, or an underwater urban landscape with submerged glass vehicles amidst tropical vegetation.
In short, let the fun begin.
这对客户的好处是巨大的：更多的可能性，更大的自由，并在更短的时间内探索更多的迭代，以及对那些有时间和愿望参与艺术过程的客户提供了绝佳的机会。 我们不再必须满足于冗长的描述和参考照片，这些描述和照片往往让人感到不满意并且容易引起混淆。我们可以在概念艺术阶段和进入生产阶段时更加紧密地管理期望。因此，下次你坐下来想象你的英雄和他们的环境时，不要满足于“年轻女子，站在未来主义街道的中央”。相反，可以想象漂浮的空中城市，用透明的管道代替道路和人行道，或者是在热带植被中的水下城市景观，其中有潜水的玻璃车辆。 总之，让乐趣开始吧。
“It was a pleasure to work with Juice because they deliver so much creative value on the dollar. As a client, we love to have our hands in the creative process and we found willing, and super caring, partners in the design and production teams at Juice. They have an uncanny ability to solve virtually any problem and turn it into a creative triumph. Michal brought tremendous value to the pre-production and production stages, mainly for his ability to elaborate on an original idea and simply make it better without losing the original message. I can’t wait for another opportunity to spend time with these passionate people.”
“与Juice合作是非常愉悦的过程，因为他们在合理的预算内提供了如此多的创意价值。作为客户，我们喜欢参与创意过程，我们在Juice的设计和制作团队中找到了融洽的合作方式、贴心的合作伙伴。他们有一种神奇的能力，可以解决几乎任何问题，并将其转化为创意的胜利。Michal在前期制作和制作阶段带来了巨大的价值，主要是因为他能够详细阐述原始想法，并在不失去原始信息的情况下使其变得更好。我迫不及待地想再次与这些充满激情的人共度时光。”
– Harold de Bellefroid Creative Production Manager, CROWD1
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