Think fast, break stuff, learn and repeat: Lessons from OFFF Barcelona

For over 25 years, OFFF has brought together leaders in graphic design and visual communication, software artists, pioneers of interactive advancements, and visionary thinkers. A tangible buzz permeated OFFF Barcelona this year, with diverse speakers continuing to showcase raw and authentic work.

However, a sense of weariness was palpable. Our industry wants something new. Consequently, it was unsurprising to witness the increasingly rooted presence of AI within the mindshare of both presenters and audiences. The paradoxical nature of AI and Design isn't lost on the community, yet it's clear that human intuition remains irreplaceable. This raises the key question: How are studios balancing machine-led efficiency with human-led taste?

While underlying tensions were still present, a growing sense of neutrality towards AI integration had taken hold. Curiosity superseding hesitation – a definitive shift in public opinion. Studios have rapidly moved to embrace AI in their workflows without reservation. Adaptation is paramount, yet fundamental skills remain vital. Boldtron, an artist duo who showcased a prominent embrace of AI creation, revealed how he uses tools such as ComfyUI and Krea to create new generative pieces based on his own work and beyond. Both tools feel extremely fleshed out offering a wide range of inputs similar to that of Midjourney and Runway, but with highly customisable features added on top.

This perspective offers a grounded view: although AI tools are readily available, their true value lies in their application. From a technical standpoint, AI is a clear asset for streamlining workflows and processing vast amounts of data. Creatively, it becomes a valuable tool for exploration, quickly producing a range of styles and formats to accelerate idea generation. In addition, while AI's consistency in output is still a major talking point, the improvements even since the beginning of this year have been considerable, a trend likely to accelerate.

The implications for branding are significant, with AI enabling on-the-fly content generation. Field, a studio at the cutting edge of technology with comprehensive AI experience, used generative AI to develop extensive photographic datasets for OVO Energy, visually representing thousands of UK daily lives. Where budget limitations would hinder traditional photography for such a scale, AI provides a solution by creating bespoke models tailored to OVO's brand guidelines.

Ultimately, my hope is to see more creatives fearlessly adopt and integrate AI into their processes. I'm confident this marks the beginning of significant AI experimentation across the creative landscape. The pervasive message was one of rapid iteration: think fast, break stuff, learn, and repeat.

Senior Motion Designer, Winston Duke