We created an experience for Bombay Sapphire that utilized Robots to produce a crowdsourced one of a kind piece of art.
Participants were invited to visit a web portal to select a color and its corresponding placement on the canvas.
They could then view a live feed as their contributions were painted onto the canvas in real time by the robotic arms, living at ROW DTLA.
The robots took input from thousands of online users to generate the artwork point by point, which was displayed in its completed form at The Other Art Fair.
Initially, we prepared a study on robot placement to determine the optimal canvas size while utilizing the maximum reach of the two robots.
To accomplish this, the entire scene was designed in 3D to determine constraints and best build options to accomplish the creative goals.
This allowed us to pre-visualize the entire installation and work out the best placement of the live stream camera in real space.
One of the more fun challenges was creating a system for the robots to be able to paint multiple colors.
3D printed grippers were engineered so that the robot arms would be able to grab and paint repeatedly again and again without fail.
This was all designed specific to the type of paint dot, drip, and organic shape that we wanted to create.
Also incorporated into the experience, a macro lens camera was attached to the arm to capture the freshly painted dot while
pulling away from the canvas to produce a unique personalized view into the participants mark on the canvas.
The web portal was a single page experience featuring an interactive area for user participation, a live stream area to watch the experience in real time, and a digital gallery of dots to represent painted areas on the canvas. This portal allowed users from all across the world to participate and collaboratively paint together on one canvas.
After a user submission, a photo takeaway of their dot would be sent to their email with options to share via Facebook, Twitter, etc.
After the entire event, a second email takeaway of the completed canvas was sent to everyone who participated.
“Photojournalists risk their safety, their minds and often their lives in order to capture what is really happening in the most tumultuous parts of the world. They rush face first into war, disease and human plight to capture the horrors that are unfolding on and to our planet. Many of their images end up changing us and how we treat each other. Instead of being maligned and mistrusted, journalists should be respected and thanked. For me, it was an honor to speak with them about their methods and some of their toughest assignments. I hope the commercials pay tribute to the important work these men and women have done and continue to do.”
Three of the six New York Times journalist we interviewed for the films talking about the campaign at a New York Times press conference.
From left to right: Meredith Kohut, Bryan Denton, Daniel Berehulak.