Client: Mediahuis

Creative Partner: Woodwork

Agency: Dentsu

Technologies Used: ChatGPT, MidJourney, Kling, Udio

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Overview

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In collaboration with Woodwork and Dentsu, I had the opportunity to create a visually stunning and conceptually ambitious project that explores the evolution of media. The project, which was developed for Mediahuis, combined surrealistic imagery with a deep focus on sustainability, blending elements of nature, radio, and digital media. We created a world where paper, radio, and digital media converged, each represented by organic, nature-inspired visuals, crafted entirely from materials corresponding to each media type.

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The Challenge

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The challenge was to combine the heritage of print media, the evolution of radio, and the dominance of digital technology, while staying true to a sustainable future. This needed to be reflected in the creative concept and visuals, while seamlessly integrating nature as the core element. The brief also called for a seamless transition from traditional media to modern digital formats, encapsulating the idea of how Mediahuis evolves with changing times.

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The Creative Process

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1. Concept Development
The script and creative concept were developed with ChatGPT, allowing us to experiment with a narrative that would integrate nature and media in a harmonious way. The concept was designed to be fluid, surreal, and eco-conscious, resonating with Mediahuis' diverse media landscape.

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2. Visuals Creation
For the visual direction, I used MidJourney to generate a series of images based on the narrative. The challenge was to create imagery that felt both organic and modern. The images depicted forests, wildlife, and natural landscapes, with animals and plants crafted from materials representing each type of media—paper, radio components, and digital devices. The visual language merged traditional nature with modern technology in a surreal yet grounded way.

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3. Animation
The final step involved bringing these ideas to life using Kling, a powerful animation tool. The animation was designed to create a fluid and dynamic experience that would transport the viewer from one media world to the next, while keeping the surreal, nature-based tone intact.

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4. Music Composition
The music was composed with Udio, an AI-powered music creation platform. The music incorporated a blend of ambient sounds and futuristic tones, which helped elevate the surreal atmosphere and gave the project an added layer of immersion.

Key Visuals and Ideas

• Paper Media: The world of paper-based media was symbolized by paper trees, flowers, and animals such as paper deer in a serene forest. The deer, crafted from newspapers and magazines, symbolized the enduring nature of print and its connection to the past.

• Radio Media: The radio era was depicted with radio components: animals like a frog with speaker sacs and a fish inspired by the Veronica radio boat. These creatures represented the voice of the people, using wireless communication to spread information across the landscape, all without relying on paper.

• Digital Media: The digital era was represented by digital flowers with petals made of tablets and phones, while fiber optic cables formed intricate root systems. Devices like smartphones and tablets were reimagined as elements of nature, symbolizing the new wave of communication and the growing influence of technology.

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The Result

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The final visuals came together in a surreal yet cohesive landscape, where media and nature exist side by side, each evolving and adapting to the future. By showcasing Mediahuis' diverse media landscape through a mix of traditional, radio, and digital formats, the project encapsulates the transition from the old to the new, while maintaining a deep respect for nature and sustainability.

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Acknowledgments

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A special thank you to Marvin Koppejan from Woodwork for the fantastic opportunity to collaborate on this project. His support and creative vision played a key role in making this project a reality. It was a refreshing and rewarding break from my usual work, and I enjoyed experimenting with new ideas and creative approaches.

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Conclusion

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This project allowed me to push the boundaries of creativity, combining the real world and the digital realm in an imaginative and eco-conscious way. The integration of AI-driven technologies, sustainable materials, and the evolution of media allowed for a truly unique and impactful experience.