SYNTETHIC CINEMA
AI is Borges' Library of Babel. Every book written and every book that betrayed itself unwritten. Together they are not wisdom. They are its blander, more persistent obstacle. To find art one does
not master the infinite. One refuses it. This word. Not that word. Where babble was... silence.
The noise that was there before and is no longer, and whose absence is the whole point.
Only this. Only now. Only once.
Synthetic cinema is not so different from the real one. Humanity took time to realize that photoshop was
also art. Generation is just a baby, and we, merciless, do not groom it but attack it, as a bastard of clay.
Silver film without limits, strategy, or humans we adore watching together, soon becomes a sunk cost nightmare. Because you have to spend more to expect more, but correct nothing. Creating a negative spiral that finally bombs into a flop. Generative AI is the golem whose forehead reads "inexpensive". Making you believe that one has to produce much more with it. Hence, creating slop.
The reality, to me, is that flop and slop share the same nature. They are carelessness. Excess of spending in the first one, lack of heart in the second one. Only real preproduction over the golem's head vanishes the first two letters of its curse.
Within my preferences of taste in commercial work, today I favor to treat Gen Z with honor and silent luxury with the cold, harsh rawness it can confront.
The Fall
20-second films end to end: art direction,
color, sound, edit.
Fragrance film, Gen Z.
Brand and labelless bottle concept.
No labels, by design.