Awareness campaign · Barcelona Provincial Council

“Ageism” campaign

Five people who don’t exist. None of them looks generated.

An awareness campaign about ageism for the Barcelona Provincial Council, which I did as a partner of The IAIAS. I generated five characters past retirement age with AI and retouched them until they looked like real photographs.

The campaign started from initial sketches that I turned into realistic images. Each character breaks a stereotype: a man in a patterned shirt with tattoos, a woman DJing, a woman fixing a motorbike, a man working on a laptop. The messages are direct: “Denying me opportunities because I’m older is ageism”.

In a portrait, the skin is what gives AI away. So I worked on the wrinkles, blemishes, texture and hair to give them the detail of a studio photograph, without the smooth, plastic look typical of generated images. I also took care of the hands, clothes and objects (the DJ decks, the motorbike, the headphones).

Each piece has its own background colour, so the series works together and each message stands out.

Categoria: Awareness campaign
Services: AI character generation
Digital retouching
Client: Barcelona Provincial Council

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