A conversation on the role of CGI in festival art
At DGTL, we’re always excited about new innovations in art and share a deep love for art in all its forms. Take, for example, Orthodoxx Studio, a creative agency specializing in CGI and digital art. We had a chat with them on their perspective on the role of digital art in a festival setting.
Combining physical art and digital art
Together with stichting NDSM-werf, we wanted to give an artist the opportunity this April to transform the iconic container arch at the NDSM Docklands into a new artistic statement. With our love for new forms of art, we wanted to try something different, which led us to a conversation with Orthodoxx. Together, we explored a creative way to spread the open call for artists. “Our collaboration with DGTL was inspiring,” says Orthodoxx. “Their forward-thinking and creative mindset aligned perfectly with what we stand for. We created a CGI video that blurs the line between reality and digital art. This piece was a powerful call to all creatives to rethink and reshape the container arch in unexpected ways.” DGTL is a festival that constantly pushes the boundaries of creativity, and this collaboration further reinforced that goal.
AI brings digital art to life at festivals
If we ask the women of Orthodoxx, AI will play a crucial role in the evolution of digital art at festivals. They picture a future where AI-generated visuals respond to music, audience movements, and even visitors' emotions. "Imagine being at a festival where the visuals on the screens change based on the crowd's energy. AI makes it possible to truly bring digital art to life."Also, they see opportunities for more interactive installations, allowing festival-goers to engage with art in new ways.
The role of CGI in art and branding
Nowadays, CGI plays an increasingly bigger role in the worlds of art and branding. Orthodoxx explains that CGI is not just a form of creative expression but also a powerful tool for creating immersive, limitless, and scalable visual experiences. “In a digital world where attention spans are short, visuality is more important than ever. With CGI, we can create hyper-realistic or surreal images that wouldn’t be possible with traditional media. This makes brand storytelling more engaging and unforgettable.” According to Orthodoxx, with the rise of real-time rendering and AI-driven creativity, brands can create visuals that personalize to individual viewers. “We are moving towards an era where CGI and AI will be seamlessly integrated into our daily lives through AR, VR, and spatial technology. As a result, branding will become increasingly immersive.”
How festivals can take CGI integration to the next level
Orthodoxx believes festivals can take CGI to the next level by blending it effortlessly into both the physical and digital experience. "Think of 'fake out-of-home' (FOOH) videos on social media that are also translated into large-scale FOOH installations during the festival. This blurs the line between digital and physical art, creating a multidimensional experience." Think holographic performances or AI-driven stage designs that constantly evolve throughout the festival. "The potential is endless, and festivals are the perfect environment to experiment with these next-level visual experiences.”
Orthodoxx: creativity and technology brought together
Orthodoxx was founded by two young women with a shared passion for CGI, AI, and groundbreaking technology. They saw an opportunity to approach branding and visual storytelling in a completely new way. “We wanted to break away from traditional advertising and do things differently.” Their vision is simple: blowing people’s minds with the use of CGI, AI and immersive digital experiences. Orthodoxx aims to challenge the norm, redefine visual storytelling, and prove that creativity and technology are the ultimate power duo. Their ambitions reach far :“We want to expand our work into more interactive and AI-driven storytelling, collaborate with global brands on groundbreaking projects, and lead the conversation on the future of CGI marketing.
We'll stay curious for the way in which digital art will play a role in the festival, but for now we'll look forward to the physical festival and the coming transformation of the container arch. Will we see you this April at the NDSM Docklands!