ABOUT

The film depicts an interface of an artificial intelligence called Midjourney, where a command is typed in to create a realistic photographic portrait of the most influential politicians of 2050. As the image begins to take shape, the film shows a sequence of three commands for other portraits, such as the first human on mars and the best athlete in the world in 2050. The film concluded with all the images created by Midjournay showing that the results are always the same, images of masculine people. The film concludes with an institutional plate that reads "Even artificial intelligence has gender biases. Because the tech industry is run and fed by men".


Here is some background

The delegation of the European Union in Uruguay needed to convey a message about March 8, women's day, but did not know how to do it. The only thing they requested was that the piece could communicate that the European Union in Uruguay is an actor that contributes to gender equality in the country and that it could spread the word about the cooperation projects. We know that during that day the public's attention is in high demand, so the film could not be a simple summary of the activities that the EU carries out because we could not compete with the atomization of messages that exist on that date. We were looking for a way out of the current logic of the institutional communication of the diplomatic organization based on a list of activities and projects in order to focus on the message and tell a story.

Project Credits-
Client- Richard Empson
Judge- Mathias Gamarra