Cover The AI-generated image of a tamaraw wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
The AI-generated image of a tamaraw wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
1 / 1
Tatler explores the controversial use of AI generation to market Filipino artisans and designers at the MaArte Fair 2024
Yesterday, the MaArte Fair opened its doors with a bold marketing campaign that has sparked a lively conversation. This year, TBWA\SMP, the firm responsible for MaArte’s marketing, employed AI technology to create anthropomorphic images of endangered Filipino species. They showcased the animals wearing works from MaArte Fair’s diverse merchants. The digital creations blend traditional Filipino motifs with cutting-edge technology to create a cultural commentary.
Subsequently, the campaign has been met with mixed reviews. Whilst some appreciate the creative use of AI, this decision has not been without detractors. The concerns raised include the implications of using AI-generated content to represent pieces made by hand.
We found this campaign a fabulous (to borrow a term from the fair) opportunity to open up a broader conversation about the role of AI in creative industries within the Philippine context. As technology evolves, the correct balance between innovation and tradition becomes increasingly salient.
More from Tatler: Fabulous Finds: Home design inspirations from the MaArte Fair 2024
MaArte Fair 2024’s marketing strategy undeniably challenges us to consider whether AI tools can be integrated into the creative process without losing sight of the human touch that gives art its soul.
Tatler Homes sat down with the MaArte team, which includes John Ed De Vera, Arri Veloso, Danno Navarro and Tielo Esguerra from TBWA\SMP, and some representatives from the Museum Foundation of the Philippines, including Ms. Blen Fernando, to learn more about their approach.
MaARTE at The Pen is open to the public for free until this Sunday, September 1, 2024, from 10am to 8pm.
Above The AI-generated image of a sea turtle wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
The AI-generated image of a sea turtle wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
1 / 1
Please tell us about the decision-making process behind using AI tools for this year’s MaArte Fair marketing campaign–why these images?
We wanted to push the boundaries considering the discussion around AI. The MaArte Fair is all about ‘fabulous finds.’ We wanted to feature endangered animals or fauna endemic to the Philippines, showing them wearing these fabulous finds.
Last year, the theme was ‘In Bloom’. It was inspired by the foundation's sponsorship of botanical illustration artists, so we went that route. We juxtaposed botanical illustrations with items from merchants to showcase our team’s different skill sets. So this year’s fauna is not too much of a departure, thematically speaking.
Why did you use AI to represent handmade goods?
Just as the artisans use physical tools to create their designs, we do the same with our digital tools. We couldn’t use real animals without removing them from their habitats and exposing them to different elements, we used AI instead. Taking them out of their environment is against the museum’s preservation mandate. But by using tools like AI, we can explore different ideas that add dimension to our upcoming projects like the marketing for MaArte Fair. These animals seem to come alive in a fascinating new way.
This year, we wanted to focus on the environment by highlighting the animals within the Philippines.
In line with the MaArte fair, we did so with a more opulent approach. We wanted to feature handcrafted items such as the sea turtle wearing the dress from DITA or the Philippine Eagle wearing a Raja watch that features an eagle in its designs. This way, we could showcase the different merchants’ handmade goods in a thought-provoking way.
In case you missed it: Storied Stitches: What we need to know about Philippine embroidery
Above The AI-generated image of a sea turtle wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
Above The AI-generated image of a tamaraw wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
The AI-generated image of a sea turtle wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
1 / 2
Does your team feel like the gap between the digital and manual has been bridged?
This was an intentional campaign which took months of planning. Whereas before we had 3-4 key visuals for the campaign, we had many options that we narrowed down to 5 key visuals. We treated the AI tools as a stock photo resource, rather than just blatantly inputting one (voice) prompt, and then out comes one generated artwork. We've used it in a way that lets the creative team use our skills in art direction to generate specific individual elements. Then, we used photo manipulation to achieve what you see during the event.
We wanted to create artwork with AI as a tool that amplifies our skills in art direction–but not to the point that we let it replace us.
Why did you decide to give the animal figures human-like characteristics?
We could have made the eagle fly or be perched on a branch. However, our goal was to raise awareness of endangered fauna in an eye-catching way. It was an interesting balance between retaining the animal’s original traits while allowing them to show human features, like limbs. We shortened the Tarsier’s tail, opened the Philippine Eagle’s wings–things like that. It’s closer to a sci-fi fantasy than reality, but that made it fun.
We didn’t want the animals to look too realistic and wanted more freedom to play around with different personalities and elements for each animal. For example, we put the watch on the Philippine Eagle’s sleeve to display the merchant’s item more prominently.
Above The AI-generated image of a tarsier wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
The AI-generated image of a tarsier wearing merchandise from the MaArte Fair 2024 (Photo: Instagram / MaArte Fair)
1 / 1
How will your use of AI impact the conversation around the Filipino design scene and marketing campaigns in the future? Why do you believe AI should be part of the design language in the Philippines?
MaArte Fair has pioneered culture and heritage in traditional and handmade pieces in Philippine fashion and design. We want to make it more modern for the younger ones to appreciate. It was interesting to use AI to enhance that.
We’re not looking at just ourselves and the generation we grew up in. We’re looking at the next ones who will continue the work of promoting Filipino artisans and protecting Filipino biodiversity. We're not here forever, so we want to show them that we can experiment with the time and tools we have.
We may find new ways to generate art, but at the end of the day, we’re still promoting the different, ever-evolving facets of Filipino identity. As Blen Fernando of the Museum Foundation of the Philippines pronounced, “Technology becomes outdated over time. But human creativity will never be obsolete. It can only be progressive and grow forward.”
READ MORE
Home Tour: A 35-year-old Kuala Lumpur house transformed into a sustainable oasis
Fresh Flavour: Discover the latest news in homeware design
Unearthing the unknown: How Raizel Albano’s ‘Anthro on Foot’ changes how we see travel and history
