Casta Diva Group moves from Ai to Oi. And she asks herself: “Where is the wave?”

After the first campaign generated by artificial intelligence «We did this tomorrow», Casta Diva Group returns to experiment with new technologies and presents «Where is the wave?» and his new approach: Oi – Open Imagination.

The visual draws attention to an absence of image associated with a question. Around us we find an ocean much vaster than the one represented by the famous woodcut La grande onda di Kanagawa created by the Japanese painter Hokusai almost 200 years ago. It was created with Artificial Intelligence, but to broaden our horizon it is not enough to reproduce the sea infinitely because the meaning and value of the wave will be missing: the men in boats overwhelmed by a superior force.

In fact, as the body copy states «Ai is in all the devices we use every day. It allows us to expand the world around us by reconstructing off-canvas contexts, imagining new geometries, opening up unexpressed potential. But what would Hokusai’s The Great Wave be without the fishermen swept away by the storm? An expanse of blue water, a sea like any other, certainly not a vibrant icon for two centuries. The wave we are looking for is the one that activates emotions. Because that’s how we want to use AI: to open our imagination. We, in Casta Diva, call it Oi Open Imagination.”

An Open Imagination approach intends to start from the absence of the “core” of a famous work: La grande onda di Kanagawa without the fishermen it is like the Ai without the Oi because it is the artist’s imagination that creates the emotion that remains in the eyes of the beholder. «With Paolo Giorgi, Creative Director of this campaign, we asked ourselves: what can we ask of AI?», explains Francesco Paolo Conticello, head of Communication & external relations of Casta Diva Group. «Waves, yes, but not that detail that makes the difference. “Where is the wave?” expresses perfectly what we think regarding new technologies: it would be short-sighted not to know them, but human creativity will always be a fundamental component. This is why our path will be that of Open Imagination: we want to exploit the most cutting-edge technologies to tell what our minds imagine”, concludes Conticello.