Deepmind
Playing for the win.
Texture to type, game play to word play, a new AI model, a number of sliding, slotting puzzle pieces, a grid system to reflect its gaming roots, Go, Chess, Atari, a fourth generation software, real world impact.
What is MuZero? How do you visualise an AI? How can you represent a complex journey from learning to play (and win) games to profound advancements in machine learning that have real world impact. Google Deepmind were looking to present their latest AI model to the world and demonstrate its real-world capabilities, Art&Graft’s response was an abstracted, but crystal clear, visualisation.
"When we started exploring design ideas for the film, the script wasn’t completed and this early stage, of determining what AI could look like and how we could present it, was really fun. AI is such a broad thing and therefore we tried lots of routes in our development – just like AI, the exploration was limitless."
Ezgi Pancar, Junior Creative at Art&Graft
CAMPAIGN DELIVERABLES
For the wider visual campaign, Art&Graft also delivered a full suite of stills in multiple aspects for the MuZero social campaign – illustrative graphics in the campaign’s signature gridded gradients.
VISUAL DEVELOPMENT
The studio developed its visual delineation of MuZero AI inspired by the gridded systems utilised by so many games. These, combined with a series of beautiful, repeated gradients, acted as the key visual depiction of the AI.
Nods to the nostalgic, such as a pixelated mouse cursor are designed to highlight the seamless software advancements over decades that have led ultimately to these powerful models.
Credits
Designed, Animated & Produced by Art&Graft
Executive Creative Director — Mike Moloney
Head of Production — Tom Bromwich
Creative Director — Stephen Middleton
Producer — Evie Garner
Design — Nuno Leites, Ezgi Pancar
Animation — Kimathi Flavien, Nuno Leites, Mathias Nielsen
Agency — Across the Pond
Executive Producer — Matt Mager
Agency Producer — Tara Struthers
Creative Director — Rohit Iyer
Head of Production — Tom Dore
Creative — Rhiannon Edwards
Related Projects
-
VSCO
One campaign to capture 12 months of creativity.
A vital, vibrant motion language, a minimalist layout, thoughtful UI and a lineup of dots, dashes, sliders and imagery, one campaign video to capture 12 months of creativity.
-
Verizon
Creating a meticulous design and motion system for MWC in Las Vegas.
Verizon’s MWC Event, an extensive motion package, 600,000 square-feet of exhibition space, Las Vegas strip, a global audience, a 16 metre-wide screen, an open brief, a 16-column grid, the famous 65° angle, an incredible in-house team, 2D to 3D, 350 development presentation pages, 20-second hero video, tailored design and motion system.
-
Virgin Media Stream
A cohesive motion system for a legendary launch, from comedy gold to sporting ad-ons, a gridded system of logos and icons, an infinite stream-verse.