ING: The Next Rembrandt, 3

Credits & Description:

Entrant: J. Walter Thompson Amsterdam, Amsterdam
Brand: ING
Corporate Name of Client: ING
PR Director: Jessica Hartley
Strategy Director: Agustín Soriano
Brand Manager: Elisah Boektje
Special Advisors: David Navarro/Jeroen van der Most/Ferran López
Agency: J. Walter Thompson Amsterdam, Amsterdam
Executive Creative Director: Bas Korsten
Creative Directors: Kasia Haupt Canning/Mark Peeters/Robert Nelk/Guney Soykan
Copywriters: Bas Korsten/Kasia Haupt Canning/Mark Peeters
Art Directors: Robert Nelk/Guney Soykan
Digital Director: Jesse Houweling
Head of Technology: Emmanuel Flores
Screen Producers: Frédérique van der Hoeven/Mariska Fransen
Print Producer: Chariva Geurtsen
Design Company: J. Walter Thompson Amsterdam, Amsterdam
Design Director: Vinesh Gayadin
Photography Studio: J. Walter Thompson Amsterdam, Amsterdam
Photographer: Robert Harrison
Production Company: New Amsterdam Film Company, Amsterdam
Director: Juliette Stevens
Producer: Sander Verdonk
Developers: Morris Franken/Ben Haanstra
3D Artist: Andre Ferwerda
Animation Company: Kreukvrij, Amsterdam
Animator: Olaf Gremie
Editing Facility: J. Walter Thompson Amsterdam, Amsterdam
Editor: Tim Arnold
URL: https://www.nextrembrandt.com/
Description of the Project:
The Next Rembrandt is a 3D-printed painting made out of over 11 billion Rembrandt pixels. It brings data and technology to a world that’s riddled with tradition, rather than innovation: ING’s sponsorship of Dutch arts and culture.
Made completely out of Rembrandt data from all of his 346 paintings, The Next Rembrandt brings back to life one of the greatest Masters of all time to create one more masterpiece. But this time, data is the painter and technology the brush.
To create the painting, 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. The project sparked an on-going global conversation about where data and technology can take us — about ING’s innovation defying imagination.