2025
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If animals could talk, the world we live in would be very different. With the help of artificial intelligence, Friska is a dialogue based interactive installation, commissioned by ALAN (Artists who Love Animals and Nature) for the Spirit of Sumatra exhibition in 2024. Visitors are invited to contemplate the profound connection between humans and animals, challenging the notion of human exceptionalism. Our arrogance often hinders cross-cultural communication, and it may be this same arrogance that prevents us from understanding animal communication. Perhaps the key isn’t for animals to learn to speak, but for humans to learn to truly listen.
To bridge the gap between visitors and orangutans, this artwork, Friska, is based on the persona of a real wild orangutan. Friska is a female orangutan in her 60s, one of the oldest wild orangutans in the world and the dominant female of her tribe. The AI Friska has developed her own perspective based on this real life persona. Thank you to Dr. Caroline Schuppli and her team from Suaq Foundation providing their research materials over the decades on the Sumatran orangutans. Friska's voice is generated by one of the most comprehensive orangutan researchers in Sumatra to emphasise her Indonesian originality and paid tribute to the work of Indonesian scientists in the conservation field . Friska way of talking is inspired by the famous black gorilla Koko, who used American sign language to communicate with humans.
Through these interactions, visitors gain a deeper understanding of the individuality of animals, fostering a greater appreciation and respect for their intelligence, character, and vital role in the ecosystem. Isn't it great now that visitors can learn about these magnificent creatures and their habitat through a live conversation than reading the signage next to a cage?
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Product Madness
Digital Marketing (Campaign) - Brand Strategy
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United Kingdom
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Ela Road Films
Video / Online Video (Campaign) - Branding
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United States
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Fortes.Vision
Video / Online Video (Single) - Real Estate
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Ukraine