Ivan Olita on BRAVÒ Computer’s AI-Driven Evolution and the Future of Creative Production
Ivan Olita is a Milan-born creative director and filmmaker based in Los Angeles. Beginning his career in fashion and music, he went on to consult for Rolling Stone, V Magazine, and W Magazine, working with figures from Oprah to Karl Lagerfeld. Mentored by Werner Herzog, he transitioned into filmmaking and founded BRAVÒ, building a global network of clients, collaborators, and partners.
BRAVÒ has recently launched BRAVÒ Computer, a collaborative network that emphasises the organic element of creative production by bringing together AI creators, graphic designers, filmmakers, and creative directors through a distributed approach, designed to meet the evolving demands of modern projects.
Q> Can you tell me a little bit about how BRAVÒ Computer came to exist and why you felt it should exist alongside BRAVÒ’s traditional creative production work?
Ivan> BRAVÒ Computer emerged in 2023 as a natural extension of BRAVÒ Enterprises’ commitment to pushing the boundaries of creative production. The inception of BRAVÒ Computer wasn't just a venture into new technological terrain; it was a response to a burgeoning need in the industry for cutting-edge, AI-driven solutions. While BRAVÒ Studio has always been synonymous with high-quality, human-centred creative work, we recognized that the landscape was shifting.
AI offers unparalleled opportunities to enhance and expand our creative capabilities. We saw BRAVO Computer as a way to marry traditional artistic processes with the limitless possibilities of AI. By integrating AI into our workflow, we’re not just keeping pace with the industry; we’re redefining the potential of what creative production can achieve. This dual approach allows us to harness the best of both worlds: the timeless value of human intuition and the transformative power of AI.
Q> Can you detail what the creative process looks like when utilising AI for asset creation? What about the role of human-led creativity in your AI-driven process?
Ivan> At BRAVÒ Computer, the creative process is a harmonious blend of human ingenuity and AI-driven technology. We start by conceptualising the project through traditional brainstorming sessions, where we leverage our collective experience and creative intuition. Once we have a clear vision, we introduce AI tools like Midjourney for initial ideation and concept generation. This phase allows us to explore a vast array of possibilities quickly and efficiently.
Next, we refine these concepts using Stable Diffusion pipelines, which add layers of complexity and depth to the imagery. Tools like ComfyUI enable us to make nuanced adjustments, ensuring that every detail aligns with our artistic vision. Finally, we bring everything to life using platforms like Unreal Engine for dynamic and immersive content.
Throughout this process, human creativity remains at the forefront. Our role is to guide and direct the AI, making critical decisions that shape the final output. AI serves as an extension of our creative toolkit, offering new perspectives and enhancing our ability to execute our ideas with precision and flair.
Q> What have you noticed about the demand / interest in AI from brands, clients, and audiences with your studio and work?
Ivan> We've observed a significant surge in interest from brands and clients eager to explore the potentials of AI in their creative endeavours. This interest is driven not just by a fascination with the novelty of AI, but by a genuine recognition of its practical applications and the value it can add to their projects. Brands like Versace Jeans Couture, Collina Strada and Marella have approached us specifically for our innovative approach to generative image-making.
Clients are increasingly looking for ways to personalise their content and engage with their audiences on a deeper level. They see AI as a tool that can help them achieve these goals more efficiently and creatively. However, there is also a cautious approach to ensure that the integration of AI does not compromise the authenticity and integrity of their brand’s voice. This dual interest reflects a balanced view of AI as both a cutting-edge technology and a tool that must be used thoughtfully to enhance, rather than overshadow, human creativity.
Q> How do you manage client expectations when introducing AI as part of a project?
Ivan> Managing client expectations with AI involves clear communication and education from the outset. We start by explaining the capabilities and limitations of the AI tools we plan to use, ensuring clients understand that while AI can significantly enhance creative processes, it requires careful direction and input from human creatives to achieve the desired results.
We often showcase past projects to illustrate how AI can be effectively integrated into their workflow. This helps demystify the technology and sets realistic expectations about what AI can deliver. Throughout the project, we maintain a collaborative approach, involving clients in key stages of the creative process and making adjustments based on their feedback. This transparency builds trust and ensures that the final output aligns with their vision and objectives.
Q> What are the biggest misconceptions about AI in the creative industry that you’ve encountered?
Ivan> One of the biggest misconceptions is that AI will replace human creativity entirely. Many people fear that AI could make traditional creative roles obsolete. In reality, AI is a tool that augments human creativity rather than replaces it. It enhances our ability to execute ideas by automating repetitive tasks and providing new avenues for exploration, allowing creatives to focus on the more nuanced and imaginative aspects of their work.
Another common misconception is that AI produces generic, uninspired outputs. This belief overlooks the fact that AI’s creative potential is largely dependent on the quality and creativity of the inputs it receives. With thoughtful guidance and artistic direction, AI can produce highly unique and compelling work that reflects the distinct vision of the human creators behind it.
Q> How do you see AI impacting the commercial creative fields in the near future?
Ivan> In the near future, AI will become an integral part of the commercial creative fields, driving innovation and efficiency across various sectors. We can expect AI to streamline workflows, reduce production costs, and open up new possibilities for creative expression. This will lead to faster turnaround times for projects and more personalised content that resonates with diverse audiences.
Moreover, AI will enable a level of customization and adaptability previously unattainable, allowing brands to create highly targeted campaigns that are responsive to real-time feedback and trends. The integration of AI will also foster a new era of collaboration between humans and machines, where AI serves as a creative partner, enhancing the depth and breadth of what can be achieved in commercial creative work.
