Wake The Town
Stuck in Motion
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Belgian Newspaper De Morgen Uses AI to Create Dream World Cup Final


Working with mortierbrigade, the footage features everyone who wasn't allowed in the stands of Lusail stadium including LGBTQIP+ community, ecological activists, and migrant workers

Belgian Newspaper De Morgen Uses AI to Create Dream World Cup Final

Last Sunday witnessed the highlight of perhaps the most controversial World Cup ever: the final between France and Argentina. A splendid final on the field, but unfortunately less beautiful in the stands.

De Morgen and mortierbrigade decided to blow the final whistle on this tournament by showing everything and everyone we were not allowed to see in the stands of the Lusail stadium: supporters with rainbow flags and One Love bracelets, workers who suffered heavily during the construction of the stadiums and activists denouncing the ecological impact of this World Cup.

"It was impossible to see this dream final in reality. So we had to enlist the help of Artificial Intelligence to create these images, which we never saw in the stands of the Lusail stadium. Artificial Intelligence in this case is unfortunately more human than real people", says Frédéric Zouag, AD at mortierbrigade.

The images were generated by AI with the help of photographer Hadrien Hanse. It took countless tests and briefings (also called prompts) to obtain the perfect result. And the results are really stunning. In fact, it's hard to believe that these images were created entirely by a machine. They appeared in the weekend edition of De Morgen. A video with the images was also distributed on social media.

On top of that, the images were added to the Google Maps page of the Lusail stadium. So they will be a virtual part of the stadium forever.


Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Media and Entertainment, Newspapers

mortierbrigade, Wed, 21 Dec 2022 11:37:52 GMT