How do we transform how humanity views the ocean?
Set by UNESCO, The Ocean Agency, and the UN Decade of Ocean Science for Sustainable Development, the brief required the delivery of any form of creative communication (and strategy) that would contribute to a global shift in beliefs about the ocean’s importance—changing existing perceptions and enhancing public awareness and appreciation of ocean science and conservation.
Lumi is a digital platform that utilises AI to generate unique, hybrid deep-sea creatures, highlighting the possibilities of what creatures exist in the depths of the ocean, yet to be discovered. Our aim is to shine a light on the darkness of the deep sea. By leaning into this unexplored aspect of the ocean, Lumi sparks curiosity and stimulates users’ imaginations, allowing them to take part in this speculation about the possibilities of what’s out there.
Lumi is a digital platform that utilises AI to generate unique, hybrid deep-sea creatures, highlighting the possibilities of what creatures exist in the depths of the ocean, yet to be discovered. Our aim is to shine a light on the darkness of the deep sea. By leaning into this unexplored aspect of the ocean, Lumi sparks curiosity and stimulates users’ imaginations, allowing them to take part in this speculation about the possibilities of what’s out there.
Brand Strategy
Visual Identity
App Design
Motion Design
Copywriting
User Experience
Amira Mutiara, Camille Monden, Cheryl (TsuTzing) Chiu, and Clara De Pauw
The Approach
In line with the brief’s request for a new, unexpected approach to ocean communication, Lumi veers away from the typical “big blue” visuals that are often ignored or quickly forgotten. The color palette feels cool and fresh, and the primary use of cooler tones represents the order of color absorption as ocean depth increases.
The unexpected imagery also adds to the visual intrigue and memorability. Inspired by existing alien-like lifeforms already discovered in our oceans, the AI-generated creatures emphasize that users’ creatures really could exist.
The Platform
An interactive questionnaire takes users on a submersible adventure to the depths of the ocean to discover a new deep sea creature. Based on the responses provided, the AI software generates a prompt to bring to life a one-of-a-kind visual representation of the user's creature.
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The Process