Is art still art if it’s painted by a robot? That’s a question the Wall Street Journal asked of New Yorkers.
An experiential activation from the WSJ and The&Partnership brought a robot artist to the new Hudson Yards neighborhood in Manhattan to promote the media company’s upcoming ‘Future of Everything Festival.’ The robot spent two days painting advertising posters to publicize the event, which included portraits of the various event speakers including Martha Stewart, Trevor Noah and Jonathan Van Ness.
The idea of the exhibition was to examine the question of how humans and technology will interact in the future by enlisting a machine in the supremely human pursuit of creating art.
Created and trained to behave like a human artist – selecting different paints, pausing to consider brushstrokes, peering around the canvas – ‘V4N 606H’ as the robot artist is called, ran autonomously.
WSJ and The&Partnership worked with technology partner Traction3D to develop the custom program powering the robot.
Client: The Wall Street Journal
Clients: Paul Plumeri, VP of Global Marketing WSJ
Clients: Wajma Mohseni, Associate Director of Global Brand Marketing
Creative Agency: The&Partnership New York
ECD: Justin Ruben
Creative Director: Natasha Maasri
Art Director: Arrie Hurd
Copywriter: Mike Lin
Junior Art Director: Sofiya Levina
Designer: Veronica Jeronimo
Head of Production: Kevin Wilson
Head of Content: Eric De Fino
Account Director: Ryan Colet
Illustrator: Steven Wilson
Production Partner: Traction Creative (Bryan Roberts, Owner)
Production Partner: BRDG Studios
Chris Hall (BRDG Lead Programmer, Wizard)
Andrew Lupo (BRDG Designer)
Kyle Baker (BRDG Industrial Designer)
Gaetan Spurgin (BRDG Technical Producer)
Brent Woodall (BRDG Technical Lead, Partner)
Peter Brodhead (Technical Lead, BRDG founder)
Matthew Tarosky (Technical lead, BRDG founder)