Fuego Camina Conmigo
Pictle
People admire and fear generative AI in equal measure. More so in the creative sector, in which many people think that AI is not just something to play with. But why wouldn't it?
Project Scope
Ver Case
Context
We saw two trends in 2022: the boom of generative AI tools, such as Dall-E, and the craze for daily online games like Wordle.
Objective
Strengthening the innovative position of Fuego Camina Conmigo.
Idea
With the aim of researching on and making new technologies accessible to the world, something written in Fuego's DNA, we choose to destroy the myths surrounding IA, turning it into a fun game. This is how Pictle was born, a game similar to Wordle that proposes a series of images created by AI every day. What's the challenge? To guess the text or prompt that generated them.
And we presented it in a video that was, naturally, made entirely with artificial intelligence.
Ver pieza
Implementation
The project has two versions: a virtual version, drawing over 10,000 visits in its first week and averaging 1,000 games a day, and a physical edition, which we gifted to our agency’s clients for Christmas and gave away in a raffle for our followers. In addition, the virtual version is available in Spanish and English.
A little over half a year since its launch, the game continues to publish a new challenge every day and has a community of loyal followers. Hundreds of prompts and images have already been generated and shared using Midjourney, a tool that has evolved alongside the project, resulting in noticeable improvements in image quality over the months. We have even had to change the style of our prompts, because images are more and more realistic, and the results end up being too simple. Without a doubt, this is a clear example of how "live" this technology is.
Pictle has allowed us to learn more about AI and has demonstrated that a human is always needed, regardless of its power and of whether it can create images that may seem real to the human eye... or even to make mistakes when you are trying to guess.
Credits
Fuego Camina Conmigo
Agency Team
Uri Fernández
Samuel Valiente
Eren Saracevic
Ferran Bretcha
Higi Rodríguez
Ana Bellido
Cristian Jerónimo
Higi Rodríguez
Ana Bellido
Antonio Ramirez
Luis Conde
Natalia Carranza
Julia Puyo
Cristina García Parejo
Rubens Pérez
Sergi Silvestre
Partners
Pressing
This Project Works
Small Text
Large Text
Small Text
Large Text
Play
Desliza