The Mill’s design and emerging technology teams have built a piece of custom software, that will generate an animated title sequence live during the AICP Next Awards and the premiere of the AICP Show: The Art & Technique of the American Commercial at The Museum of Modern Art. The Titles were created to coincide with Robin Shenfield, Co-Founder and CEO of The Mill, taking on the role of Chairperson of the 2018 AICP Show.
Utilizing technologies that have never before been combined, the procedurally generated title sequence uses code to generate unique visuals and audio upon every iteration. Camera feeds around the MoMA will be incorporated into the sequence live during the show, enabling guests to see themselves reflected in the animated design, thus demonstrating the real-time nature of the production. No part of the title sequence is pre-recorded.
“The titles for the AICP Award shows have always been special and reflect the state of the art in motion design” noted Matt Miller, President and CEO of AICP. “Having The Mill on board this year to bring to life this creative marriage of human ingenuity and computing power delivers unique breakthrough sequences. This is the forefront of possibility for the industry and is truly what’s Next.”
The sequence is inspired by the principles of traditional graphic design: grid-based proportions and compositional balance. While the visual content is highly random, it always adheres to an underlying visual aesthetic that has been programmed into the code.
Robin Shenfield comments, “The use of this technology demonstrates the vast potential of human-machine collaboration, a subject that The Mill has been exploring through the use and development of AI, real-time animation, and generative art. It highlights the beauty of discovery, as no one iteration of the audiovisual narrative will ever be the same”.