Story by Patrick Weiss, Reto Bloesch
Edited by Stefan Jermann
WILL AI CONTINUE TO DOMINATE?
Generative AI was the centerpiece of last year’s Cannes Lions Festival of Creativity, sparking discussions on its impact alongside Sir Martin Sorrell’s keynote insights on geopolitical uncertainties, including tensions in China and the war in Ukraine, now compounded by a new war in Gaza. As we approach this summer’s festival, the creative industry has demonstrated resilience, with
AI enhancing rather than replacing craftsmanship. Technology innovators eagerly anticipate what advancements AI will present next in the evolving landscape of creativity. The Mirus crew is set for Cannes to report back what’s hot!
Last summer, tensions ran high during the opening keynote, when Gary Kasparov, the world chess champion, made a strong statement of criticism against the Russian government. The Ukrainian Government took the opportunity to launch an impressive Ukraine fundraising campaign that was heavily displayed in the gallery. It was certainly one of the most moving pieces of work that has been displayed at the Lions in 2022.
One of the biggest topics of the year was the development of Non-Fungible Tokens (NFTs). Although the market has calmed and adjusted since then, Gary Vaynerchuck and Paris Hilton provided a captivating keynote on how to utilize NFTs as tangible assets. Combining industry knowledge and entertainment, Hilton has since invested heavily in the NFT market. Although the metaverse was not a very popular topic in 22, we remain eager to monitor the sector’s progress this year.
“Superhumans was a hugely influential campaign. The previous films have been used in the National Curriculum and transformed the way British society views both the Paralympics and Paralympians.”
Linsey Atkin, 4creative
The Grand Prix Films Lions event did not fail to impress. A beautiful movie titled “Super.Human” was created for the Tokyo 2020 Paralympics, filled with striking visuals, humour, and captivating energy.
We are looking forward to the Cannes Lions this year, and observing how the creative industry handles the AI revolution. At the beginning of this year the AI revolution steered via Open AI, the Chat GPT platform. It has taken the industry by storm. We are eager to see what solutions are discussed on how to embrace this new technology to our advantage.
