INNOCEAN Berlin’s new campaign, "Capa by AI", introduces the world’s first permanent exhibition of photography by the legendary Robert Capa. The inventive activation utilizes AI as the juxtaposition to the human eye, letting the work speak for itself, as we are shown that "machines don't see the world as humans do."
Can you give us an overview of the campaign, and the inspiration behind it?
I can honestly say people back in the office are a little too excited about this campaign. Maybe because some love photography, maybe because others are history nerds. Speaking for myself, I'm a fervid Capa fan. So, when the brief hit our desks, we had to come up with something that, firstly, rang true with our hearts. The inspiration for "Capa by AI" actually came from one of his quotes: “If your photos aren't good enough, you're not close enough."
Now, it's no secret that everyone's freaking out (positively and negatively) about AI. Especially within photography, it's causing a big stir - just look at the latest Sony World Photography Award. But, the way I see it, AI is nothing but a very talented imposter. It's devilishly efficient, yes, but AI doesn't walk around with a camera hanging from its neck, feeling the pulse of the streets. It doesn't read a room full of people in despair, then find the best angle to capture a moment without them noticing it. AI doesn't get tired or scared. It isn't afraid of losing a loved one. So, let's do a mental exercise here: let's say you're the editor of a big daily newspaper and there’s a heated clash of demonstrators downtown… who would you give the photo assignment to: Capa or AI?
"The AI Shaved Woman"
This campaign has a fresh perspective on the use of AI in art and photography. How did the team come to the decision of using AI alongside the images to contrast the complexity of the human eye?
Some say the eyes are the window of the soul. AI has no soul, sorry. And that's where we draw the line in this campaign. Just look at the series of photos taken during the D-Day landings. They're slightly out of focus for a simple reason: Capa was scared to death. There was no time to adjust the shutter or find the perfect framing. That's what makes those photos special. When they hit the newspapers the following morning, people could almost hear the bullets coming through. You see, even when you feed the prompt with the most precise description of that singular moment in history, the result will never have the raw, dramatic, fear-driven imagery that’s experienced by someone who was actually there, disembarking at the break of dawn, in cold shallow waters, dodging enemy artillery while running with heavy equipment. Never. Not in a million AI years.
Given the stance of the campaign on AI generated images, how do you see this technology enhancing, rather than disrupting or replacing, the creative process?
Anything that enhances the creative process should be welcomed with open arms. Anything. But I'd like to put some weight on the word "process" here. You need the human brain ping-ponging with the tech, instead of watching the latter do all the work. When you type an address on Google Maps, you stop thinking and just follow the directions. That's not a creative process, that's order and obey. Look, AI is an invaluable creative tool, but the result of what it produces relies, ultimately, on the brain behind the screen.
"The AI Captured Soldier"
In what ways do you see the future of image generation evolving?
I have a slight idea but won't risk saying it here. Because at the speed things are moving, I might sound like a dinosaur by the time this interview is out.
Can we expect to see more work on the uses of AI from Innocean Berlin?
This I can't promise. What I can say, with huge certainty though, is that whatever we do needs to be grounded on a strong idea, first and foremost. If AI is part of that idea, yes. Using AI for AI's sake, never.
Browse the full "Capa by AI" campaign here.