MEC has unveiled today at Cannes Lions Innovation Festival a visual art piece, which unlocks the data behind game-changing creativity and is able to identify the users creative profile drawing on the information from past Cannes award winners.
The artpiece has been created and built in partnership with digital creative studio Holition an marks Mec’s founding Partner status of the Lions Innovation Festival.
The mirror lined chamber that projects a LED video wall display into a seemingly endless space uses an entirely bespoke hardware and software solution to generate a user’s individual creative profile in real-time, using the rich and varied archive of Cannes winners. The DNA of Creativity is therefore a tribute to the creative history of Cannes Lions while also shapes each individual’s creative future.
The installation shows in a creative way as well MEC’s capability to take vast amounts of data, uncover real-time insights and turn them into intuitive, forward thinking visualizations.
“With MEC we were inspired by the vast Cannes archive and the structure of the DNA double helix. This naturally led us to see how we could craft an algorithm to simplify the data into an immersive visualisation which could define a person’s creative DNA, ” explained Jonathan Chippindale, CEO at Holition.
Stephan Bruneau, Global Chief Analytics and Insight Officer at MEC, said, “In today’s always on environment, data is everywhere. But without careful curation and interpretation it is useless. At MEC we aim to make data accessible and meaningful by taking it out of the computer and turning it into more intuitive and interactive visual representations. We have partnered with Holition to create something truly special for Cannes, using technology and data to determine and visualise creativity.”
