The Next Rembrandt
Production year: 2016 Agency: J. Walter Thompson Amsterdam Leidseplein 29 1017 PS Amsterdam Bas Korsten - Concept / Copy / Executive Creative Director ING Tjitske Benedictus – manager Sponsoring & Events Marc Smulders – PR manager Thijs Jaski – social manager Marleen Hasselo – event manager Eline Overkleeft – sponsormanager
The Next Rembrandt
The Next Rembrandt is a 3D printed painting based on Rembrandt’s artwork. The project brings together the innovative character of ING with one of the most important sponsorships: Dutch art and culture. The painting was unveiled in the presence of the Dutch press. After worldwide media attention, the painting went on tour and was displayed in various big cities. The media has focused extensively on the unveiling of The Next Rembrandt. Afterwards the ‘painting’ went on tour in The Netherlands so people could see The Next Rembrandt for themselves. At ING we believe in the power of innovation and what it can mean to people. We want to bring this innovative spirit to the sponsorship of Dutch art and culture. The Next Rembrandt project has resulted in a work of art that portrays the power and the beauty of data and technology and that will fuel the conversation about where innovation can take us.
Creativity is often seen as inexplicable flashes of genius. Rare and valuable. The Next Rembrandt challenges the notion of what creativity is. It raises questions about complex algorithms defying creative thinking. About human creativity becoming a deconstructableskill. The Next Rembrandt takes this new notion and applies it. It takes the world of Fine Art as the ultimate torture test for a computer to learn how to be creative. A leading edge change in how we look at originality, opening up a whole new territory for innovation to consider. If you want to reimagine creativity, if you want to get the world talking about your brand’s innovative spirit, you have to go beyond existing boundaries. The Next Rembrandt brings back to life the Master of Shadow and Light. But this time, data is the painter and technology the brush. Leaving us with a physical manifestation of ING’s innovative spirit, made out of zero’s and ones, that was unveiled and exhibited in Amsterdam to start a conversation about where data and technology can take creativity. 347 years after his death, one of the greatest Masters of all time is brought back to life to create one more masterpiece. But this time, data is the painter and technology the brush: The Next Rembrandt. The Next Rembrandt is a 3D printed painting made out of Rembrandt-data. All of his 346 paintings were analysed using hi-res 3D scans and digital files upscaled by a deep learning algorithm. Facial recognition and machine software was designed to understand Rembrandt’s style and use those learnings to generate new facial features, which were assembled based on his use of geometric proportions. Finally, a height map was created to mimic Rembrandt’s brushstrokes. The file was brought to life through an advanced 3D printer that printed 13 layers of paint based UV-ink. By contributing to the project we wanted to empower people to be interested in arts & innovation. By offering an example of the greatness of Rembrandt from a whole new perspective. Blurring the boundaries between art and technology, the Next Rembrandt intended to fuel the conversation about the relationship between art and algorithms, between data and human design and between technology and emotion. The urgency for innovation is now higher than ever before. The market and customer demands are rapidly changing and each company should adapt to this speed of change. At ING we believe in the power of innovation and what it can mean to people. ING is increasing the pace of innovation to keep up with today’s digitally savvy consumers and businesses. Not only by tapping into our employees’ creativity, but also by creating safe havens for innovation and collaborating with fintechs. We wanted to bring this innovative spirit to the sponsorship of Dutch art and culture. We teamed up with many experts from various fields to make this come to life. The project was an example of how technology can be used to enhance art and culture. The Next Rembrandt, what’s next?