Why don’t designers love AI?
Someone asked me recently, “Why don’t designers love AI?” It’s not that we don’t love AI; we absolutely do. It’s just that AI isn’t the end-all, be-all of creativity. Think of it like this: AI is a fantastic sous-chef, but it’s the human chef who knows how to add that perfect pinch of salt.
At Etso, my team and I, we embrace AI. We harness its capabilities to explore existing patterns and data. However, the real magic happens when human ingenuity steps in. You see, while AI can suggest a color scheme or layout, it can’t capture the nuance of human emotion or the subtleties that make a movie poster resonate with an audience. It won’t make your favorite actor leap off the page with charisma, or give you that gut feeling that this is the movie you have to watch.
I remember a project we worked on not too long ago. AI gave us a solid foundation—an excellent starting point—but it was our wonderful designer, Fred, who breathed life into the design. He knew just where to place that glint in the hero’s eye, how to angle the shadows to add mystery, and which colors would evoke the right emotions. The result? A poster that didn’t just advertise a movie but told a story, one that made people stop, look, and feel something. This poster was featured at the Cannes Film Festival. It’s that amazing. I’m not sure our friend “mid-journey” or other AI softwares would have been able to capture things quite the same.
When you’re browsing a VOD platform like Tubi, Plex, Netflix or deciding whether to venture out to the theater, you’re looking for something that speaks to you. And that’s where we come in. My team, we understand the art of proper placement, the science of design that connects on a personal level. It’s not just about creating a poster; it’s about telling a story in a single image, about sparking curiosity and excitement.
This dance between technology and creativity is a topic we could waltz around for days. But for now, I believe I’ve made my point. If you want to see what I’m talking about, check out our website. Our posters have connected with thousands of individuals over the years, each one a testament to the power of human creativity and once in a while, its enhanced by a dash of AI.
If you want to see our hidden gems, drop us a line and we can organize a call/zoom. Maybe we can chat over a virtual coffee and dive deeper into how we can create something truly remarkable together. Until then, keep dreaming big and watching great movies.
