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

Strategy

  • Communication strategy

Creativity

  • Creative conceptualisation
  • Campaign development supervision
  • Prompt design
  • Copywriting
  • Creative Department

Production

  • Web development
  • Audiovisual
  • Graphical

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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.

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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

Client

Fuego Camina Conmigo

Agency Team

Executive Creative Director

Uri Fernández

Creative Director

Samuel Valiente

Head of art

Eren Saracevic

Art Director

Ferran Bretcha

Motion

Higi Rodríguez

Motion

Ana Bellido

Design

Cristian Jerónimo

Design

Higi Rodríguez

Design

Ana Bellido

Design

Antonio Ramirez

Strategy Director

Luis Conde

Strategic Planner

Natalia Carranza

Project Manager

Julia Puyo

Digital Account

Cristina García Parejo

Executive Producer

Rubens Pérez

Producer

Sergi Silvestre

Partners

Printing

Pressing

UX/UI Development

This Project Works

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