Year: 2020
Tags: Campaign, Creative Direction in Production
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How does a robot interact with an inanimate object? What if these objects have multiple possibilities of movement and shape? Light Touch is an artistic intervention that shows the interaction between a robot and three of Marset’s designs: Bolita, Milana and FollowMe Colours. Together with White Horse we developed a series of three videos, the campaign explores the mobility of the lamps and how light is transformed by movement and touch.
The conscious machine
Since the lamps have multiple compositions, exploring their possibilities becomes a playful experience. Replicating aspects of human behaviour, the robot helps us understand how we make sense of the world, simultaneously conveying a sense of emotional understanding and consciousness onto the robot. As the robot plays, it seems to be observing, making cognitive decisions about the lamp’s positioning, and displaying human emotions and characteristics such as satisfaction and curiosity. The fact that the robot seems to feel emotions is sufficient for humans to establish an emotional connection and to understand an emotional relationship between robot and lamp.
“The more freedom of use the lamp has, the more space you leave for the spontaneity of the user.”
Inma Bermúdez, designer of the FollowMe Colors
Co-existence
In a world where artificially intelligent systems are slowly taking over tasks previously done by humans, we explore a new, emotional expression of AI through hypnotic movements and simple gestures. Although limited to programmed performance, the results of the intervention demonstrate that through robotic representation, human movement can be predicted, explored and generated. The aim is to encourage people to let go of their technological fear through creative experimentation.
“For me, these video revolve into the speculation about how products will interact among them in the present future. We always think about the relations human to human even human-AI, but not much AI to AI.”
Rafa Martínez, COO Partner & Head of Business, Folch
“In a world where technology, artificial intelligence and technological progress overshadow everything, there is something about beauty and sensitivity that machines cannot replace”
Albert Folch, Creative Director & Founder
