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By Amy Houston | Reporter

September 16, 2022 | 2 min read

The Melbourne Writers Festival has used artificial intelligence (AI) to bring the words of classic novels such as Dracula and 1984 to life in a unique way.

‘The Art of Words’ sees the writings of literary greats Mary Shelley, Herman Melville, HG Wells, Bram Stoker and George Orwell inserted into AI Mid Journey – an AI bot. The results are imaginative posters that depict scenes from each book in a modern format.

The campaign will be further amplified with out-of-home (OOH) and digital activations. Illustrated ebooks featuring AI interpretations will also be released this year.

With the development of tools such as Mid Journey, some creatives have questioned what it means for the industry now that the work is ‘out of human hands.’ Recently Heinz also tapped into this technology with its ’Draw Ketchup’ project.

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Credits

Client: Melbourne Writers Festival

Creative agency: TBWA\Melbourne

Production: TBWA\Melbourne

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