BMW has created a virtual installation that explores how AI can power the world of art, in a campaign promoting its 8 Series Gran Coupe.
The project was created in partnership with creative technologist Nathan Shipley of Goodby, Silverstein & Partnersand Gary Yeh, art connoisseur and founder of ArtDrunk. It uses AI to cross-reference over 50,000 images of artwork spanning 900 years as well as a curated set of 50 works from contemporary artists. The AI then generates entirely new works of art, merging what it learned from classical art and the styles of the contemporary artists. The new artworks are then projection-mapped onto a virtual rendition of the 8 Series Coupe. In addition to digital films, running on BMW social channels, the campaign also includes further online content such as a website, a podcast and a documentary.
“AI is an emerging medium of creative expression," said Shipley, in a statement.“It’s a fascinating space where art meets algorithm. Combining the historical works with the curated modern works and projecting the evolving images onto the 8 Series Gran Coupe serves a direct nod to BMW’s history of uniting automobiles, art,and technology.”
The campaign runs in partnership with art show Frieze New York, which is taking place this week at The Shed in Manhattan, New York. It's also marking 50 years of cultural engagement by the BMW brand, which has included collaborations with artists, shows and institutions.