The images are part of the history of the countries, they allow us to take small glimpses of the most important moments, immortalized for future generations. However, there are events that have not been visually registered. Despite this, through Artificial intelligencehistorical figures of the Uruguay as Jose Nazzazi, Jose Pedro Varela and Joan of Ibarborou They appear for the first time in digitally processed images at outstanding moments in the country’s history.
The innovative project “The history never seen”, by samsung, seeks to redefine Uruguayan memory, reconstructing episodes from hitherto non-existent visualizations. scope.com spoke with Agustina Seitun, account executive for Samsung, and Enzo Mansilla, Director of Strategy for Latam of the agency Wild Fi; to learn more about this initiative.
— Where did this idea come from and how was it developed?
Agustina Seitún: This idea arose from the need to start bring the brand more localto do closer things that have more to do with what Samsung is in the Uruguayan market, and not only adapt global issues, bringing the brand closer to consumers through culture.
Enzo Mansilla: As an agency we have a value proposition called Creative Performance, where what we do is try to investigate what is relevant in society. That’s how we realized that In Uruguayan history there are certain things that are milestones, but that photographically or visually were not resolved or there was no record. And we understand that this was a great capital for a leading technology brand like Samsung and that has devices like Smart TVs, with a much higher display quality than the competition.
Two worlds were coming together: the brand’s need to tell a benefit of its product and a social need, if you will, or something culturally important to be able to reveal. AND From the intersection of these two worlds is that this project was born.
— How were these historical images selected? How important are these moments?
EM: We work on milestones that give us cultural diversity, for example, working with a footballer like José Nazzazi and that is a story that transcends Uruguay, which was important to the world as a the first world champion captain, who has an image with the World Cup in hands. But also go to everything that has to do with education and also with literature.
So we ended up choosing those three, first because of the ability of the project to have three large pieces and focus on them; and second, for having a fairly broad spectrum of all Uruguayan culture and not just sports.
AS: Something that was part of the investigation is that at first we focused much more on what were photographic records of places and then we began to realize that the project had much more potential if we focused on characters. The project was also mutating based on what technology was giving us, and also a bit on research.
EM: We choose bring to life visuals that have never been seen before and that they are also difficult to generate, because if we think, for example, of einstein, surely we will find a huge photographic record to recreate that. However, when we talk about José Pedro Varela, Juana Ibarbourou or José Nasazzi, there is very little.
part of the process was recreate speeches or recreate written chronicles of what they were like, because the images we have are basically very specific, very iconic and the same ones that we have all seen: Juana on the ticket and some of her black and white photos; Varela, as always, always “procerized”; and Nazazzi, I think there are 5 or 6 photos and most are inside a campus or surrounded by people.
— What role did Artificial Intelligence play?
AS: Actually, the work process we did was very good because first we realized the number of versions that we could have within what was Artificial Intelligence, programs and different platforms that were offered to us along the way by expert people who were giving contributions from different places from their knowledge.
It also happened to us that this project, since it spanned more or less five months, became more complex and so did we. we asked more of the tool and sometimes we even had to vary the supplier, because obviously we wanted details of the hands, the skin, body details that were necessary.
EM: In the end, what we wanted to rebuild has to do with what Samsung 8K technology can do. For that, Artificial Intelligence is not a whim because it is fashionable, but rather is a tool that allows us to reconstruct these facts in photographic quality and scalable to that technologySo we understood that the best way to reconstruct this was not someone who began to paint that historical reconstruction or someone who came up with a model to show it exactly, but Artificial Intelligence.
And there a very good process of all our art team took place, with Artificial Intelligence and 8K technology back and forth, because as the intelligence was generating sketches, it was learning about the project, we were throwing new stimuli at it, for example, being able to scan a bill where the face of Juana de Ibarbourou appeared so that the program would take her eyebrows. It was a round trip of testing and giving us stimuli and answers to reach the final work.
— Are there ideas to expand this project?
EM: Yes, we are having some approach to be able to make more characters, not only at the national level, but also in other countries, because this is a problem with the lack of visual record of much earlier historical eventsThis happens all over the world.
Where you can see?
The “History never seen” project is now available so that those who want to see it can do so. The works are on display at the Carrasco International Airport and can also be seen on the web www.historianuncavista.uy.
Source: Ambito
