Now and then an undiscovered or long-lost painting from an old master surfaces. Just this week for example, global media reported the discovery of a Caravaggio painting in a French attic. Discoveries like these always have a magical quality to them, as if the painter came back to life and created one last masterpiece for us to admire.
The Next Rembrandt uses modern day technology to artificially create this magical event. A team of data scientists, developers, technicians and Rembrandt experts worked together for months, creating and analyzing an extensive database of Rembrandt paintings in order to determine the most common characteristics of the artist’s work. Based on the data, Rembrandt’s style was replicated and new facial features were generated and assembled. The outcome: a new, 3D printed painting created out of historical Rembrandt data.
The fact that The Next Rembrandt is computer-generated and not discovered in a dusty old attic doesn’t prevent it from feeling a bit magical. The thoroughness of the analysis and level of detail in the execution, is almost as if the makers really got inside Rembrandt’s head and from there created his final masterpiece. All in all a great way to connect data to art, and an impactful PR idea.
nextrembrandt.com; Credits: JWT Amsterdam, Superhero Cheesecake
Who didn’t have a favourite Disney movie as a kid? For years I must have watched The Jungle Book a couple of times a month; I still think it’s a great story, and I still remember most of the songs by heart. You can imagine my excitement when I found out there will be a real-life version in cinemas as of this week. But a remake of such a classic movie often disappoints – especially when there’s so much youth sentiment in play. Hoping all the anticipation would not be in vain I visited the promotional site.
‘The Law of the Jungle’ left a great first impression. The site opens with short full screen film clips and the message: “To know the Jungle is to understand its wild ways”. Click on ‘step inside’ and you’ll get to choose between different sections that explain the laws of The Jungle. By swiping movie scenes to left and right you can switch between sections, while also slowly moving back and forth through the underlying scenes. Within each section you scroll down deeper and deeper into the jungle, past plants, trees and animals, while you explore the language and rules of the jungle.
Music, images, design, copy; all elements on the site contribute to reviving the childhood experience that I had from my old VHS tape. I’ll for sure be visiting the cinema to see the movie in the next few days. In the meantime I’ll keep an eye out for frequently added teaser content on the website.
thelawofthejungle.com; Credits: Watson/DG
We live in a hyper-connected world. Missing out is not an option. But despite our modern day obsession with news, many traditional news brands are facing difficult times. Unlike their digitally born competitors, traditional brands often are unable to anticipate today’s mobile-first, visually-oriented and impatient news consumers.
Reuters may be an exception to this rule. It has been providing us with news since 1851, yet offers up-to-date and high-quality video news where, when and for as long as the viewer wants. “Made to fit your day”, as they put it.
And rightfully so. On the top right of the site you choose how much time you have. The site then adds a customized version of each item to the news compilation, which begins with a brief summary as we are accustomed to in TV news. To skip an item, you simply scroll down. Because each item starts with a clear transition and title you can decide directly to watch or skip. So no loss of time if something doesn’t interest you. Click the second top right button or slide your mouse to the right and a clickable list of all items appears, while the running item stays active. Additionally, there are a few other clever elements that together make this news experience elegant and simple.
Reuters offers a user-centered experience by taking the best of traditional and online news and shape it to something new. I think I’ve found my new favourite news supplier.
reuters.tv; Credits: Ueno
Marieke Dekker is a strategist at SuperHeroes Amsterdam and part of the FWA global judging panel. Every month, Marieke shares her three favourite entries on Creative Review.