ABOUT

Brewing a new kind of street artist for Praha:

We pushed AI tech in previously unexplored directions to create not just new street art, but a whole new kind of Street Artist. An entity that the brand would let loose on the culture of its target audience, to make its own mark and have its own voice – giving it credibility in a hard to win space.

There are two very different Pragues – touristy old streets with medieval clocks and famous bridges and the vibrant, raw underground scene of clubs, street art and fashion.

How could a beer from such an old institution prove it had what it takes to connect with the kind of people who drive the city’s street culture?
If we wanted to make a mark on this scene, we’d need interesting new talent. Instead of looking for it, we made it ourselves. An AI artist that approaches creativity in a human way but makes art like only a machine can.*

The Cre-AI-tive is not another prompt-driven image tool. Much like a human artist, it looks at the work of other street artists and makes its own, constantly questioning whether its work is good enough before making more. But because it’s a machine it produces millions of pieces of art in moments and can show us every possibility it imagines along the way.

*If you really want the techy explanation – we trained a variety of GAN models on a highly varied dataset, creating an unresolvable problem for the algorithm resulting in an endless looping behaviour that generates millions of novel forms of street art.

We put The Cre-AI-tive to the test in a Street art Battle, pitching it against two Street Artists with a big social following in Praha’s key markets. We documented the process as we went, involved the audience with competitions and teasers and put the art to the vote on Instagram.

Much like a famous cyborg of Hollywood, The Cre-AI-tive won’t stop here, it will go on, wherever the brand wants – take its art to the streets with moving projections on walls? Make a million social posts? Fill a gallery with an interactive exhibition? It can do it, anywhere, everywhere and nowhere at once. Visible to all but known to no one. work is good enough before making more. But because it’s a machine it produces millions of pieces of art in moments and can show us every possibility it imagines along the way.