Adam og Eva nUtopia
Co production - Collective Oslo
Adam og Eva turns 50!
Adam og Eva celebrates their 50th anniversary this year! For their new campaign nUtopia, they have choosen to take a look back in time, but at the same time look into the future and be present right now. They drew inspiration from their own campaign archive, and chose an image from each decade which have been recreated in a modern way. nUtopia consists of 6 images that reflect their history, identity, values and direction.
With a phygital message nUtopia explores the intersection between AI generated art and photography. By letting AI artist Marika D'Auteui generate works based on a surreal and dreamy landscape, as well as interpret real models' emanations and expressions, we set the framework for photographer Fred Jonny's honest and unretouched photographs with inspiration from 6 decades of retrospective campaign images. The result shows the strong contrasts between reality and fantasy. Still with strong hair trends in focus, before as now.
"The inspiration behind nUtopia was to pay tribute to Adam og Eva´s own campaign archive.””
For 50 years, Adam and Eva have been pioneering and innovative. Working with a combination of AI generated art and photography opens up a new world of possibilities. It is exciting to see how much development there has been in artificial intelligence and how this challenges and affects creative fields."
- Eirik Thorsen, Creative director, Adam og Eva
Photographer and filmmaker Fred Jonny is known for his technical expertise and strong image compositions and aesthetics. He works with clients such as Kygo Life, ELLE, Bik Bok, Pierre Robert, Devold of Norway, Opel, DNB, Sony Music and Universal Music.
"As a photographer, this was a fantastically exciting project to take part in, and the first time I worked with a digital AI artist. The vision and idea from the team at Adam and Eve was spot on and suited my visual expression well. We are still in the early stages of how AI will change the way we currently work!
I am of the opinion that you have to jump on the "new" and use it to challenge your own and the customer's creative expression, and that it is fantastic to think differently and look at new solutions. By mixing different methods with real and Ai-generated models, we arrived at a result that was exciting and delightfully challenging. It required close dialogue with everyone involved before, during and after the recording, with good post-production together with my retoucher and film editor. I look forward to the continuation and to see how the campaign is received."
- Fred Jonny, photographer and filmmaker
Canadian AI artist and makeup artist Marika D'Auteuil is a woman of many talents. With a background in makeup and a passion for technology, she has found a unique way to fuse two creative mediums that allow her to explore her imagination in different ways. Marika's customers include Other Le Cirque du Soleil, Nivea, L'Oréal, Sephora, Make Up For Ever, Noi.se, Vulkan and Vogue.
"The fusion of AI-generated art and photography opens up limitless possibilities for artistic exploration. I am very excited about this new digital age that allows us to push boundaries and find new possibilities for visual expression.”
- Marika D'Auteuil, AI artist
Production:
Kreativ leder: Eirik Thorsen
Production team: Sigrid Hesla Breie/Adam og Eva, Hilde Pettersen Rejlin/Collective Oslo
Photo & film: Fred Jonny
Photo & film producer: Vegard Mordal
Photo & film assistant: Joachim Sollerman
Retoucher: Ego Studio
Film editor: iProduksjon
AI artist: Marika D´Auteuil / B.agency
Hair team: Daniel Steien, Ane Jønsrud Angel, Natalie Beckford, Ann-Christin Nilsen, Stian Lund Hernes, Christer Altenborn Vik
Makeup: Inger Lise Moa
Hair & makeup assistants: Jonas Bakke, Oliwia Pszek
Models: Juceline Santy - Heartbreak Management, Benjamin Windborg, Silvany Bricen, Venus Risa-Dick, Jonas Furulund, Victoria Svane