Brian Eno Documentary Promotion
Generative advertising for a generative film
Texas Theatre
Overview
This project involved designing and deploying an experimental microsite and an interactive hologram display to promote the Brian Eno documentary. By leveraging generative advertising techniques and responsive brand elements, the project aimed to create a unique, personalized experience for each visitor, demonstrating the seamless integration of technology and design.
Background
Reflecting the innovative and generative nature of Brian Eno’s work, the challenge was to develop a promotional platform that offered a dynamic experience for every user. The goal was to transcend traditional advertising methods by creating a digital and physical experience that echoed the film’s creative essence.
Challenge
In less than one week, how could we design and deploy an interactive promotional experience that aligned with the generative nature of the film, providing users with a unique and memorable interaction both online and in-person? The solution was found through rapid iteration of a simple code-based animation developed through ChatGPT and Webflow which could be scaled to various interactive IoT devices.
Solution
Generative Microsite
Promoted through social media and QR codes on posters, the dynamically changing microsite reflected the generative spirit of the Eno documentary, where each visit is unique. The site randomly loaded one of three color schemes from the brand identity and then actively generated different animations of the text and rectangles that were never the same twice.
Interactive Hologram Display
On-site at Texas Theatre, the hologram fan display animated brand elements based on real-time audio inputs from users, offering a personalized and immersive interaction. A custom vinyl wrap on the display led visitors to the microsite via a QR code to continue the experience after the screening.
Process
I began by using ChatGPT to generate basic animations with text prompts, gradually incorporating brand elements such as the logo, typography, shapes, colors, and generative rhythms. I tested various user interactions, including click/tap, audio, and video inputs to influence the generative animations. Ultimately, I chose to use audio inputs to create a more fitting on-site experience, bringing it to life through a hologram fan display at Texas Theatre, allowing groups to interact dynamically before or after the film. With the microsite deployed on Webflow, featuring generative brand elements for a unique visitor experience, I also developed a custom GPT for future code-based animations, enhancing rapid prototyping for similar projects.
Reflection
This project highlighted how new AI technologies can be powerful tools for rapid prototyping but still demand significant creative direction to achieve the desired outcomes. It has inspired me to explore dynamic brand guidelines and responsive brand interactions beyond just visual elements.
