Wall Street Journal: Future of Everything Festival robot painter by The&Partnership

Date: May 2019
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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.

Credits

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)

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