“That Feeling” was a concept that came with great creative responsibility. This moment in technology is hitting differently for everyone, but there is something new and important in the air that feels hard to put your finger on.
In the concepting stages, we used AI autogenerative tools to imagine the Webbys content as part of the ongoing AI conversation. Using simple AI interpolation tools, we created “auras” that mixed the different emotional color states of creative people into ambient blotches. Those color auras were excited and subdued at the same time and became the basis for the brand identity that shows up across the nomination art, the website content, and the stage design. From there, we created a video that literally asked people how they were feeling about this moment and visualized it with bits of AI autogenerative video.
To us, this work feels like a kind of emotional time capsule that’s both abstractly beautiful and poignantly truthful. If this is a turning point in the development of AI, we will be looking back at it as a crossroads, almost like the weeks and days before the first Covid lockdowns.