{"id":25563,"date":"2023-03-15T11:52:40","date_gmt":"2023-03-15T18:52:40","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25563"},"modified":"2026-01-28T09:50:21","modified_gmt":"2026-01-28T09:50:21","slug":"ai-lessons-from-alkemy-x-creative-director","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/ai-lessons-from-alkemy-x-creative-director\/","title":{"rendered":"AI Lessons From Alkemy X Creative Director Rupert Cresswell&#8217;s Striking Midjourney Portraits via Ad Age"},"content":{"rendered":"<div class=\"region-content-top clearfix\" data-swiftype-index=\"false\">\n<div class=\"block-region-content-top\">\n<div class=\"block block-crain-aa-articles block-article-title-subhead column-xs-12 column-lg-8\" data-block-plugin-id=\"article_title_subhead\">\n<h1 class=\"subhead-text\">Rupert Cresswell isn\u2019t scared of robots\u2014well, maybe a bit<\/h1>\n<\/div>\n<div class=\"block block-social-media block-social-sharing-block column-xs-12 column-lg-4\" data-block-plugin-id=\"social_sharing_block\">\n<aside class=\"work-item__social social-share social-share-article\">\n<div id=\"print-link\"><\/div>\n<\/aside>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"content-wrapper region-two-col\">\n<div class=\"region-featured row-wrapper\">\n<div class=\"region-featured-left column-xs-12 column-sm-12 column-md-12 column-lg-8\">\n<div class=\"block-region-content-left\">\n<div class=\"block block-ctools-block block-entity-fieldnodefield-emphasis-image\" data-block-plugin-id=\"entity_field:node:field_emphasis_image\">\n<div class=\"article-main-image-wrapper \">\n<div class=\"field__item article-main-image \">\n<div><a class=\"article-lightbox\" href=\"https:\/\/s3-prod.adage.com\/s3fs-public\/20230215_RupertCreswellAI_MAIN.jpg\" data-lightbox=\"lightbox-main-wrapper\" data-title=\"%3Cdiv%20class%3D%22article-main-image-credit%22%3ERupert%20Cresswell%3C%2Fdiv%3E%3Cdiv%20class%3D%22article-main-image-caption%22%3E%3Cp%3ECresswell%E2%80%99s%20portraits%20of%20L.A.%20eccentrics%20feel%20otherworldly%2C%20but%20not%20totally%20off%20in%20sci-fi%20land.%3C%2Fp%3E%3C%2Fdiv%3E\"><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230215_RupertCreswellAI_MAIN.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230215_RupertCreswellAI_MAIN.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230215_RupertCreswellAI_MAIN.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230215_RupertCreswellAI_MAIN.jpg\" alt=\"An AI portrait of a Black woman in a salon\" \/><\/picture><\/a><\/div>\n<div class=\"article-main-image-credit-caption-wrapper\">\n<div class=\"article-main-image-caption\">\n<p><em>Cresswell\u2019s portraits of L.A. eccentrics feel otherworldly, but not totally off in sci-fi land. Credit: Rupert Cresswell<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"block block-ctools-block block-entity-fieldnodefield-paragraphs\" data-block-plugin-id=\"entity_field:node:field_paragraphs\">\n<div class=\"editor-description__wrapper\">\n<div class=\"field field--name-field-paragraphs field--type-entity-reference-revisions field--label-hidden article-paragraph field__items\">\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">For a long time after moving to Los Angeles,\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.rupertcresswell.co.uk\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Rupert Cresswell<\/a>\u2014artist, creative director and British expat\u2014felt like an outsider looking in. This might be why\u00a0AI\u00a0was the perfect companion as he embarked on a series of lush, off-kilter portraits of the city\u2019s inhabitants.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">\u201cIt is quite an alien place for me. I\u2019m still exploring it. As people might tell you who\u2019ve moved to L.A., it takes a while to get to know it,\u201d Cresswell told Ad Age recently.<\/p>\n<p class=\"paragraph-newsletter-3\">Over the holidays, Cresswell found a way to commune with the unfamiliar. He happened to visit two landmark L.A. eateries,\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/mussoandfrank.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Musso &amp; Frank<\/a>\u00a0and\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.cantersdeli.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Canter\u2019s Deli<\/a>, on the same day. And he found himself struck by the atmosphere in both\u2014what he described as \u201ca time capsule of culture and fashion.\u201d<\/p>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-4\">He did a lot of people-watching and felt the past clashing with the present. By the time he got home, he knew he wanted to capture what he\u2019d experienced\u2014these people who felt like they existed long ago, yet here they were in the present day, a feeling L.A. can provoke perhaps more than other cities.<\/p>\n<p class=\"paragraph-newsletter-5\">At the same time,\u00a0generative AI software was gaining traction in art and advertising. So, Cresswell jumped in and began experimenting\u2014developing prompts for the image generator tool Midjourney to see if it could create portraits that reproduced the vibe he\u2019d felt so strongly in the restaurants.<\/p>\n<p class=\"paragraph-newsletter-7\">The result is a series called\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"https:\/\/www.prospexpark.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Prospex Park.<\/a>\u00a0Cresswell situated the first set of portraits inside a Canter\u2019s-like deli. The patrons\u2014entirely AI-generated, with some touchups in Photoshop\u2014are colorfully surreal and eerily lifelike.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_1.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_1.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_1.jpg 1x\" type=\"image\/jpeg\" \/><\/picture><\/div>\n<div><picture><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_1.jpg\" alt=\"\" \/><\/picture><\/div>\n<div class=\"article-main-image-credit-caption-wrapper\">\n<div class=\"article-main-image-caption\">\n<p class=\"paragraph-newsletter-8\"><em>All images courtesy Rupert Cresswell.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_2.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_2.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_2.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_2.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_3.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_3.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_3.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_3.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-9\">\u201cYou write a few prompts. You describe the scene,\u201d said Cresswell. \u201cI try to put in the era. This project has a retro-future thing going on, so I throw in some \u201970s stuff\u2014colors, film stocks, things I sort of nerdily know. So I came up with a little recipe of prompts that will generate hundreds of images. Then it\u2019s about finding something that knocks you off your feet a bit.\u201d<\/p>\n<p class=\"paragraph-newsletter-10\">Pleased with the diner series, Cresswell expanded the series beyond restaurants\u2014indeed, beyond the city itself. He began to envision a whole community of people and places, turning Prospex Park into \u201ca retro suburb from an alternate future.\u201d<\/p>\n<p class=\"paragraph-newsletter-11\">The second series was set in a salon.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_6.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_6.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_6.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_6.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_7.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_7.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_7.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_7.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_8.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_8.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_8.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_8.jpg\" alt=\"\" \/><\/picture><\/div>\n<div class=\"article-main-image-credit-caption-wrapper\">\n<div class=\"article-main-image-caption\">\n<p class=\"paragraph-newsletter-12\"><em>A portrait from artist Rupert Cresswell\u2019s Prospex Park art series.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<h4><\/h4>\n<h3 style=\"text-align: center;\">&#8216;A good mirror for the creative process&#8217;<\/h3>\n<p class=\"paragraph-newsletter-13\">As Cresswell has immersed himself the project\u2014fine-tuning the prompts, sifting through the results, editing down to the best selects\u2014he\u2019s slowly been learning Midjourney\u2019s preferences, biases and quirks. And in a way, he\u2019s felt a kinship with the AI. Much as Cresswell is trying to understand his new world, AI is too\u2014a newcomer navigating the flood of imagery it\u2019s been fed.<\/p>\n<p class=\"paragraph-newsletter-14\">\u201cI\u2019m looking at the styling of people, the way they\u2019re acting, the interiors of these places, and trying to distill it into a piece of art,\u201d said Cresswell. \u201cAnd that\u2019s basically what AI does\u2014churn over a ton of imagery and learn from it and try to pull things together. It\u2019s almost asking, \u2018Is this realistic? Is this what the world is like?\u2019 I guess that\u2019s why it\u2019s a good fit. It\u2019s a good mirror for the creative process.\u201d<\/p>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-15\">Cresswell also did a few portraits based around holidays, such as New Year\u2019s Eve and Valentine\u2019s Day.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_11.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_11.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_11.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_11.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_13.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_13.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_13.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_13.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"paragraph-newsletter-16\">He thinks the portraits have been resonating because they feel otherworldly yet anchored in reality, not totally off in the land of the weird. \u201cI don\u2019t go too far with it,\u201d he said. \u201cIt\u2019s 10 percent away from reality. It\u2019s like something you might see in an editorial fashion spread. It\u2019s not sci-fi weirdness with tentacles coming out of people\u2019s brains.\u201d<\/p>\n<p class=\"paragraph-newsletter-17\">As smoothly as the project has gone, Cresswell acknowledges\u00a0the fears around AI, too\u2014how it can steal artists\u2019 work (Cresswell said none of his portraits are derived from other artists\u2019 images) and how it might seem to be replacing human creativity in certain cases.<\/p>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-19\">As an artist and creative director, Cresswell said he sees both sides\u2014AI\u2019s promise and its perils. In his day job at\u00a0<a class=\"omnitrack inline-paragraph-link\" href=\"http:\/\/www.alkemy-x.com\/\" data-omnilocation=\"articlebody\" data-omnilink=\"editorial-link\">Alkemy X<\/a>, where he is executive creative director, it\u2019s been an unquestionable help, allowing the team to become more efficient in their process.<\/p>\n<p class=\"paragraph-newsletter-20\">\u201cWe recently did a spot with an origami tiger made out of a lottery ticket walking through a park in Florida,\u201d he said. \u201cIt might take me three days to get a convincing depiction of that scene, but I can throw out a bunch of AI images and get somewhere close right away. Everyone\u2019s concerned about technology affecting people\u2019s work. But in the way we\u2019ve been using it, it\u2019s sped up the process so we get there quicker and we can explore other avenues and ideas.\u201d<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_12.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_12.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_12.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_12.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_14.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_14.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_14.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_14.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"paragraph-newsletter-21\">Asked if AI might be steering the ship too much during creative ideation\u2014if the images it supplies might begin to supplant what the creatives originally had in their head\u2014Cresswell said in some ways it\u2019s the opposite. AI can help creatives get to the vibe they originally envisioned more quickly and efficiently, he said.<\/p>\n<p class=\"paragraph-newsletter-22\">\u201cThe more adept you get at prompting it, the closer it can get to what you envisioned,\u201d he said. \u201cNine times out of 10, you\u2019re pulling from Getty Images anyway, maybe mixed with work from a storyboard artist who has their own point of view, mixed with references from a spot you saw in 1996 that you liked. You\u2019re always going to be working with reference points. AI might actually get you closer to your original vision\u2014and quite immediately.\u201d<\/p>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-23\">At the same time, Cresswell said, even when the AI\u2019s ideas are \u201cwrong,\u201d it can still be useful.<\/p>\n<p class=\"paragraph-newsletter-24\">\u201cIt has a wacky way of thinking, and happy accidents do happen,\u201d he said. \u201cThere are clich\u00e9s that artists all regurgitate. AI has a slightly different perspective. It might throw out something that\u2019s not right, but you might think, you know what, there\u2019s something in that.\u201d<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_4.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_4.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_4.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_4.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_5.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_5.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_5.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_5.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"paragraph-newsletter-25\">However, AI is a mirror in a more troubling way, too.<\/p>\n<p class=\"paragraph-newsletter-26\">\u201cI try to put a lot of diversity in my things. That\u2019s what this portrait collection is\u2014a melting-pot thing,\u201d Cresswell said. \u201cBut because of the vast amount of beautiful thin blonde women in magazines, it pulls up that kind of imagery more often than other things. It\u2019s inherently biased slightly toward our biases in the industry. It\u2019s a mirror of what prompted it in the first place, and what it\u2019s learned from.\u201d<\/p>\n<p class=\"paragraph-newsletter-27\">Still, for all these limitations, Cresswell said AI is a democratizing force, one that allows more people to be creative and experiment with art\u2014which is all positive. \u201cIt takes away the barrier of financial constraints or technical knowhow that stop a lot of people from making something if they have an idea,\u201d he said. \u201cEven just the barrier of self-esteem\u2014\u2018I can\u2019t draw, I\u2019m not arty.\u2019 People should be able to sit and imagine and enjoy visuals they create. It\u2019s a fun thing to do.\u201d<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_9.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_9.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_9.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_9.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_10.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_10.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_10.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_10.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"paragraph-newsletter-28\">He acknowledges this democratization\u00a0inevitably creates a glut\u2014millions of images that wouldn\u2019t have existed otherwise, many of them blatantly ripped off from other artists, others sitting in a gray area. Managing this aspect of the AI era will certainly be a big challenge, too.<\/p>\n<p class=\"paragraph-newsletter-29\">\u201cThere is a flood of imagery with no concept or point of view. The tsunami that\u2019s already flooding social media\u2014I can see why people would be immediately put off by it,\u201d Cresswell said. \u201cThere\u2019s a lot of ripping off of artists, too. And if people\u2019s prompts are derivative and empty, then what you make will look derivative and empty, too. But it\u2019s more about the pilot, not the software. The better you are at knowing what to do, the closer you\u2019ll get to imagining things that are cool.\u201d<\/p>\n<p class=\"paragraph-newsletter-30\">For now, Cresswell is continuing to experiment. He recently created his first Prospex Park portraits of real people (see below)\u2014collaborating with Harvey Guill\u00e9n (Guillermo from \u201cWhat We Do in the Shadows\u201d) and Casey Spooner (artist and former frontman of Fischerspooner).<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_15.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_15.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_15.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_15.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_16.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_16.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_16.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_16.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p class=\"paragraph-newsletter-31\">Next up is \u201cThe Trip,\u201d a Prospex Park series exploring travel.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--photographs field__item\">\n<div class=\"paragraph paragraph--type--photographs paragraph--view-mode--default\">\n<div class=\"article-images-wrapper \">\n<div><picture><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_17.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 1024px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_765\/public\/20230315_RupertCreswellAI_17.jpg 1x\" type=\"image\/jpeg\" media=\"all and (min-width: 768px)\" \/><source srcset=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_340\/public\/20230315_RupertCreswellAI_17.jpg 1x\" type=\"image\/jpeg\" \/><img decoding=\"async\" src=\"https:\/\/s3-prod.adage.com\/s3fs-public\/styles\/width_660\/public\/20230315_RupertCreswellAI_17.jpg\" alt=\"\" \/><\/picture><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"item--paragraph--type--body field__item\">\n<div class=\"block block-\">\n<div class=\"field--name-field-paragraph-body \">\n<p>&nbsp;<\/p>\n<p class=\"paragraph-newsletter-32\">Cresswell doesn\u2019t claim to know where AI is heading, in advertising or art. But he said both fields have always thrived on experimentation. And given the choice between embracing it or running for the hills in fear\u2014well, it\u2019s no choice at all.<\/p>\n<p class=\"paragraph-newsletter-33\">\u201cI don\u2019t want to be under robot rule, out of a job, living in the Matrix,\u201d he said. \u201cBut\u00a0there\u2019s always a need for relearning and changing. Is this a fad? Does what I\u2019m making have a shelf life of a week? I have no idea. But it\u2019s the beginning of really interesting things. It\u2019s up to us what we do with it. The artist, the creative director, the curator, the art director\u2014whatever intentions they have is what\u2019s going to come out the other end. So blame the humans, not the AI.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>Click <a href=\"https:\/\/adage.com\/article\/creativity\/ai-and-midjourney-lessons-creative-directors-portraits\/2468066\">HERE<\/a> to read the original article.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Rupert Cresswell isn\u2019t scared of robots\u2014well, maybe a bit Cresswell\u2019s portraits of L.A. eccentrics feel otherworldly, but not totally off in sci-fi land. Credit: Rupert Cresswell For a long time after moving to Los Angeles,\u00a0Rupert&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1982,211,226],"tags":[1869,2307,2572,3483,3484,227,1740],"class_list":["post-25563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art","category-fresh-news","category-alkemy-x","tag-art","tag-ai","tag-artificial-intelligence","tag-ai-art","tag-prospex-park","tag-alkemy-x","tag-fresh-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI Lessons From Alkemy X Creative Director Rupert Cresswell&#039;s Striking Midjourney Portraits via Ad Age<\/title>\n<meta name=\"description\" content=\"AI lessons from Alkemy X creative director Rupert Cresswell&#039;s striking midjourney portraits. 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