It’s not what you look at, it’s what you see.

For the launch of IDFA 2021 (International Documentary Film Festival Amsterdam), we transformed a selection of documentary films into perspective-based art, using the globally recognised medium: The Rorschach Inkblot. 

We developed a machine (nicknamed Rory the Rorschach) that used an AI algorithm to collect data from each film like colour, emotion, duration and language to create bespoke, perspective-based Rorschach inkblot designs.

The campaign “Perspectives are Beautiful” elevated IDFA’s positioning as an artistic institution within the documentary space by celebrating the world of perspectives IDFA has on offer.

ROLE: Lead Creative | Copywriting | Art Direction