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Digital creatives around the world can use a first-of-its-kind AI platform to generate original artwork with iconic creative assets from the Coca-Cola archives. Built exclusively for Coca-Cola by OpenAI and Bain & Company, “Create Real Magic” is the first platform of its kind to combine the capabilities of GPT-4, which produces human-like text from search engine queries, and DALL-E, which produces images based on text.
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Fans in the United States, Australia, select countries in Europe and elsewhere can visit www.createrealmagic.com today through March 31 to get access to dozens of branded elements – from the distinctive Coca-Cola contour bottle and Spencerian script logo, to storied symbols from Coke’s advertising archives like the Coca-Cola Santa Claus and Polar Bear – as a canvas for AI-powered experimentation and creative iteration.
Through the “Create Real Magic” contest, artists can download and submit their work for the opportunity to be featured on Coke’s digital billboards in New York’s Time Square and London’s Piccadilly Circus.
“Create Real Magic” is the first output of The Coca-Cola Company’s collaboration with a new global services alliance launched by Bain & Company and OpenAI. Coca-Cola is the first company to engage with the alliance, which combines Bain’s digital implementation capabilities and strategic expertise with OpenAI’s tools.
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“We’re excited to unleash the next generation of creativity offered by this rapidly emerging technology, ” said James Quincey, Chairman and CEO, The Coca-Cola Company. “We see opportunities to enhance our marketing through cutting-edge AI, along with exploring ways to improve our business operations and capabilities.”
Pratik Thakar, Global Head of Creative Strategy and Integrated Content for the Coca-Cola Trademark, said “Create Real Magic” signals the company’s commitment to move quickly to test, learn and scale ideas using AI.
“It’s an experiment to see where co-creation can take us, ” Thakar said. “We’re moving at the speed of culture with an innovative program that’s very tangible for the creative community. ‘Create Real Magic’ gives digital artists the unique opportunity to play in a custom-created sandbox, powered by GPT-4 and DALL-E, and democratizes both our brand iconography and highest-profile advertising assets.”
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Four AI artists – Emma Sofija (Europe), Chris Branch (Europe), Paul Parsons (Europe) and Ean Hwa Huag (Asia) – kickstarted the crowdsourcing campaign by creating custom art using the platform and Coca-Cola assets.
A group of 30 creators will be selected to travel to The Coca-Cola Company’s global headquarters in Atlanta this summer for the “Real Magic Creative Academy, ” a three day-workshop curated by Coke’s Global Design and Creative teams in partnership with OpenAI. The collective will co-create content that could be used for Coca-Cola licensed merchandising, digital collectibles and more. Participants will be credited for their work.
The campaign is part of Coca-Cola’s “Real Magic” global brand platform, which is rooted in the idea that magic lives in unexpected moments of connection that elevate the everyday into the extraordinary.
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“Real artists, actual humans, are using AI technology, which is algorithmic and mathematical, to create an output that’s truly magical, ” Thakar said.
Coca-Cola is still in the early days of assessing AI’s potential impact, said Manolo Arroyo, Global Chief Marketing Officer. “We’re just scratching the surface of what we believe will help create the industry’s most effective and efficient end-to-end marketing model, ” he said. “We will begin to leverage OpenAI’s technology in our marketing function to re-imagine how we produce creative content, increasing the velocity from weeks to days. We see many applications of AI – including content creation and rapid iteration, hyper-personalizing content and messaging for consumers and customers, and driving two-way conversations with consumers.”
The company is exploring ways to leverage AI beyond marketing – from internal knowledge management and workflows, to customer service and ordering, to point-of-sale material creation in collaboration with Coca-Cola bottlers.Where can studying Art or Design take you? What kinds of careers exist for those who study creative subjects at high school?While you might have heard that becoming an architect, fine artist, sculptor or gallery assistant is an option for those who study Art or Design, there are many other careers available for those who are able to envision, design and create beautiful things. This article highlights a selection of these – including digital and graphic design jobs – and illustrates the range of exciting art-related careers that are possible.It contains a list of over 150+ awesome careers, with 25 examples showcased in detail.
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Whether you love photography, graphic design, painting or any other art-related speciality, career options are limited only by your imagination. Art education propels people towards creative and unexpected destinations – many of which have not even been discovered yet. As noted inNeed a Job? Invent It, in the New York Times:
…knowledge is available on every Internet-connected device, what you know matters far less than what you can do with what you know. The capacity to innovate — the ability to solve problems creatively or bring new possibilities to life — and skills like critical thinking, communication and collaboration are far more important than academic knowledge.
It is hoped that the 25 hand-picked, creative, inspirational people below willawaken your imagination and remind you that the world needs (and appreciates) those with artistic skill.
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Sir Richard Taylor is the co-founder of the Weta Workshop, a New Zealand company that provides digital and physical special effects for film and television, producing costumes, props, make-up effects, prosthetics, models, miniatures, vehicles, armour and weaponry. Weta Workshop has won five Oscars, four BAFTAs and many other awards for their work on a range of well known film and television projects, including Peter Jackson’s The Lord of the Rings. Sir Richard Taylor studied at the Wellington School of Design and attended the Dick Smith makeup training programme. Some of the work completed by Weta Workshop can be seen in the video below.
Cat Ivins found a collection of blackened auto plugs in her husband’s truck repair shop and began designing jewellery using these and other recycled materials. After 10 years of working in a bank, she had no prior experience and attended a welding class so that she was able to create the jewellery she desired. She began selling these through Etsy, an online marketplace for creative people.
I started a business selling from mall carts during the holidays — I also sold things I made at craft shows during the year. After a while, I thought it was time to go back to school, when my niece showed me Etsy and I just fell in love with it. People making things with their own hands and making a living by sharing those makings with other people — it was exactly the way the world was evolving and I knew I wanted to be a part of it.
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With two Etsy shops (Polarity and Uncorked), sales from her own website, doing shows and wholesale, Cat has a sustainable, full time income. She credits part of her growth to ‘creative tithing’ – giving a percentage of her profits back to the community.
Christopher Jobson finds, discovers and shares artwork via his website Colossal. Colossal has more than 350, 000 Facebook followers, 76, 000 Twitter followers and 33, 000 Pinterest followers and has almost 5, 000, 000 monthly page views. Work that is featured on Colossal often turns into a viral internet sensation.
Colossal was born from a lack of creativity and inspiration in my own life. I had been working for years as a web designer in a role that was personally unfulfilling and was unsure of what to do about it. As a way to expose myself to new ideas in art and design, I started the blog as a way to catalogue and share the interesting things I encountered around the web. Three years later it’s still going and has completely taken over my life – Christopher Jobson
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Stephen Harris co-founded the game company Ninja Kiwi with his brother Chris. Ninja Kiwi’s most popular game, Bloons, involves monkeys popping balloons with a dart. After attending Western Springs College, Stephen gained a degree in geophysics and, later, a Post Graduate Diploma in Game Development from the Media Design School. It was here that he learnt programming, design and use of Adobe Photoshop – and was surrounded by others who ‘lived and breathed’ game design.
Ninja Kiwi makes close to $10 million NZD in revenue a year and has about 40
