"AI Impact Defended by Digital Kitchen: Their Perspective"
At this year's OFFF Festival, I had the pleasure of chatting with Digital Kitchen, a trailblazing global creative studio known for combining Emmy-winning storytelling, content, and design to create immersive experiences that defy conventions. Pioneers in today's leading interactive installations, TV titles, brand motion films, and graphic systems, Digital Kitchen redefines creativity with an elevated cinematic touch.
Sitting down with Digital Kitchen's creative director, Andrew 'AJ' Julien, alongside executive creative director Mason Nicoll, we discussed how technology's rapid evolution has impacted their work. As AI looms large over the industry, the duo expressed their thoughts on the technology, sharing how their return to tactile filmmaking techniques, paired with advanced video editing tools, has resulted in a distinctly hybrid approach to creativity.
Digital Kitchen boasts three decades in the creative industry, seamlessly adapting to technology while diversifying its offerings. For AJ, each project presents an opportunity to expand their creative roster: "We're constantly bringing in new technology for experiences. Every time we do a new project, whether it's an interactive website or experience, we're wondering how we can leverage the things we've learned."
"I'm excited to see how we can use technology to create more effortless experiences where the storytelling can shine," AJ shares. "At the end of the day, we don't want the technology to be seen or felt. It should always be in the background."
Despite the pressure for innovation in their immersive experiences, Digital Kitchen doesn't shy away from traditional media when creating title sequences. "At Digital Kitchen, there's a lot of that editorial mindset. We love to have things to mess around with, cut, and build the tone of a given piece," Mason explains.
For example, when working on the title sequence for the TV series Lore, the team employed unconventional creative tools to achieve a refractive "ghostly" quality. "We used old radioactive Russian lenses," AJ reveals. "We also employed a black magic infrared camera and moved the glass around to bring that refractive quality to it. Much of our work is about reintroducing the handmade, intentional feel."
Similarly, while creating the title sequence for Apple TV's Sugar, the team was inspired by paint-on-glass animation but found the traditional technique too time-consuming. To find an efficient modern alternative, they developed an approximation in After Effects. "It actually turned out pretty well. However, right around that time, AI burst onto the scene. AI has a similar odd flicker and morphing effect, so when we launched the title, people assumed it was AI," Mason explains, expressing disappointment at having to defend their work.
The creative industry is faced with the increasing influence of AI, but Mason wasn't initially eager to embrace the technology. "I was the grumpy Gen X person who didn't want to touch it. I had a bad taste when Sugar was released, as people were claiming it was just an AI title," he admits. However, it wasn't until he witnessed practical applications of AI that his perspective shifted. "I started to see potentially groundbreaking uses of AI," Mason confesses.
At Digital Kitchen, the team is adopting a thoughtful stance towards AI. "AI is on the horizon, and it's going to be part of our industry. We can't ignore it. However, we need to approach it with caution," AJ states. "We don't overuse it, but there are elements. For example, during the initial ideation phase, it can help free your creative mind. It'll never be used to create a final product, but it might lead to unique ideas," AJ adds.
"Visually, I see AI as a new creative medium, but for us, it helps us speed up processes," AJ concludes.
Know more about Digital Kitchen.
- During the OFFF Festival, it was revealed that Digital Kitchen combines storytelling, content, and design to create unique experiences, utilizing advanced video editing tools and a hybrid approach to creativity.
- Digital Kitchen's creative director, Andrew 'AJ' Julien, expressed excitement about the potential of technology to create effortless experiences, with the aim of minimizing its visibility and letting the storytelling shine.
- Traditional media is still used by Digital Kitchen when creating title sequences, as the team incorporates tactile filmmaking techniques and employs unconventional creative tools to achieve desired effects.
- For example, in the title sequence for Lore, Digital Kitchen used old radioactive Russian lenses and a black magic infrared camera to achieve a refractive "ghostly" quality.
- However, the team found paint-on-glass animation too time-consuming for Apple TV's Sugar, so they developed an approximation in After Effects, which turned out well, but was mistakenly thought to be AI-generated.
- Digital Kitchen's team approaches AI with caution, using it in the ideation phase to free the creative mind, but never relying on it to create a final product.
- In the coming years, AI is expected to play a significant role in the creative industry, and Digital Kitchen views it as a new creative medium, using it to speed up processes while maintaining a thoughtful stance towards its implementation.
