Ghost in the Machine: AI Creative Direction Studio

Course description and method of instruction

Creative directors are often artists in disguise, with roles as fluid as myths. They could helm a magazine, a fashion house, or an art exhibition, devise strategies to link brands with people, or they could lead a media platform masquerading as a tech company, or vice versa. Bound by a scope of work, a creative director's work is a collective effort, not a standalone piece. They orchestrate behind the scenes, curating concepts and crafting communication strategies. Their role is essentially non material, focused more on process than product, and is precise and covert, with the client seen as the author of the work.

This studio course operates at the intersection of creative direction and artificial intelligence, investigating the evolving relationship between AI systems and creative practice. As AI systems evolve from tools into collaborators and potential competitors, we must reconsider how human creative direction can evolve alongside, or in resistance to, artificial intelligence.

Through hands on workshops, students will design and train AI models for creative tasks. Weekly projects focus on implementing machine learning models for specific creative direction tasks. We will explore the possibility of training personalized AI agents that embody and extend individual creative methodologies. Students will develop their own AI creative director agent while critically examining the implications of delegating creative decisions to artificial systems. The course combines applied studio work with critical discussions about the future of creative direction and the ethical implications of automated creativity.

Method of instruction. This course is structured around workshops, lectures, discussions, guest speakers, field trips, and hands on AI projects. Students will collaborate on projects, analyze AI generated outputs, and develop their own AI driven creative director agent.

Course goals and learning outcomes

This course aims to explore the conceptual and technical landscape of AI in creative direction, equipping students with the necessary skills to design and work with AI for various creative tasks. By engaging in hands on experimentation, students will develop a critical perspective on AI's role in branding, art, and media while fostering collaborative and interdisciplinary approaches to AI driven creative direction. Throughout the course, students will gain the ability to identify and navigate critical questions in AI and creative directing, develop AI integrated creative projects, and build personalized AI models that align with their individual methodologies. Additionally, students will be encouraged to critically assess the ethical implications of AI generated content while refining their ability to communicate and collaborate effectively in AI assisted creative teams.

Grading policy and evaluation criteria

Course requirements

• Weekly AI related projects exploring creative direction applications.
• AI research and artist case studies (Trevor Paglen, Ian Cheng, zooo, Charlie Eggman and others).
• Final project: developing an AI driven creative direction project.
• Group critiques and collaborative work.
• Readings and discussions on AI ethics, media manipulation, and algorithmic aesthetics.

Time commitment. Expect to spend 8 hours per week on coursework, including in class activities and out of class assignments.

Materials and estimated costs

• Laptop with AI software capabilities.
• Codex account, $20 a month. Lesson 01 on this site walks you through it.
• Access to AI platforms such as MidJourney, ChatGPT, Claude, Flora, and RunwayML.
• Recommended readings and digital subscriptions, about $150 total.

Course schedule

The syllabus may adjust slightly through the semester to accommodate different exercises and the schedules of visiting speakers.

Week 1: introduction and framing the question

• Course overview, syllabus review. Talk about the final project.
• Brief introduction and discussion: watch the music video, then read and discuss Rafman, AI Prompt Manifesto.
• Group research: MSCHF, Sean Raspet, Charlie Eggman, Ian Cheng, Christopher Kulendran Thomas, Sarah Friend, Holly Herndon, Virgil, Jon Rafman.
• Daniel Keller will present.
• Brainstorming session, in your group or alone: come up with at least three final project ideas to share with the class.
• Reality TV series pitch deck.
• Students introduce their creative direction interests and references. Complete the creative references survey and discuss it.
• One on one with students.

Assignments for week 2

1. Research: Sterling Crispin and MSCHF.
2. Create a speculative project with your group. Develop a speculative project that is almost believable, like Del Complex by Sterling Crispin. It can take any form: a business, a brand, a new university, a drug enhanced Olympics, a product, anything you can imagine. The goal is to make it almost believable. Walk the fine line between reality and fiction, and avoid making it overly sci fi or completely unrealistic. The project would preferably be a website. Use AI tools for design, image creation and video content.
3. Readings: Youth Mode. On normcore: the 2014 overview, the 2024 update, and the K-HOLE interview.
4. Optional reading: A Theory of Vibe, if you have time.

Week 2: self image and identity

• Fast presentation of artist research.
• Intro to Simon Fujiwara's work: two videos, behind the scenes and the final.
• Youth Mode.
• Intro to Ryan's web.
• Reading and discussion: the Nemesis text.
• Presentation of the speculative project.
• Reading and discussion: the Christopher Kulendran Thomas text.
• Course overview of final work assignment options.
• Workshop: mood board for one of the final work assignments, or for an AI celebrity like cl0udyh3art.
• Case study: Ryan Trecartin mood board. Intro to Ryan Trecartin's work.
• Studio time. How to train on Replicate.
• Next week: a Zoom call at 1 PM.

Week 3: AI as creative collaborator, Fuser workshop

• Introduction and discussion: the Daniel Felstead and Jenn Leung video about AI.
• Replicate test.
• Group project on Youth Mode: in groups, write a 500 word version of Youth Mode that reflects your current, personal experiences and observations. What would be your core concept? Can you identify or create a new core term? Work on the graphic design and visuals that illustrate your text. References: Youth Mode, Normcore 2014, Normcore 2024, K-HOLE on normcore.
• Group work: training AI models for creative tasks on Replicate.
• Group creation, brainstorming and selection of the final project.

Week 4: AI and media manipulation

• Guest speaker: Charlie Eggman.
• Presentation of new "Core" concepts.
• Workshop: AI and misinformation.
• Debate: should AI replace the creative director?
• Studio work: brainstorm ideas for NFC chip integration.
• Assignment: an AI driven meme campaign with NFC chip integration.

Week 5: experimental AI applications

• Guest speaker: Mat Dryhurst.
• Workshop: AI in fashion and image making.
• Brainstorming session for the final project, in your group or alone: at least three final project ideas to share with the class.

Weeks 6 to 10: project development and critique

• One Saturday field trip to New York artists' studios.
• Guest speaker: Aaron David Ross.
• In progress critiques with guest reviewers.
• AI experiments: text to video, prompt engineering.
• Weekly project updates.

Week 11: first draft presentations

• Formal critique with guest reviewers.
• AI workflow troubleshooting.

Weeks 12 and 13: final project work

• AI and speculative futures in creative direction.
• Refining AI models and creative narratives.

Weeks 14 and 15: final presentations and documentation

• Formal project presentations.
• Documentation submission and closing discussion.

Readings and extra materials

• Inspiration and creative direction resources
• AI reading list

Podcasts with creative directors

• Telfar
• Natasha Stagg
• Kat Korbjuhn
• Lauren Boyle

AI talks

• Debates in AI

Recommended design bibliography

• Are We Human, Beatriz Colomina and Mark Wigley
• Medium Design, Keller Easterling
• Propaganda, Edward Bernays
• After Art, David Joselit
• Museum of Capitalism
• The Practice of Everyday Life, Michel de Certeau (look at the perruque concept)
• Corporate Mentality
• Visual Cultures as Seriousness, Gavin Butt and Irit Rogoff
• Status Anxiety, Alain de Botton
• Distinction: A Social Critique of the Judgement of Taste, Pierre Bourdieu
• The Tipping Point, Malcolm Gladwell
• Virtue Hoarders, Catherine Liu
• BB9 Catalog
• Fashion Work, Jeppe Ugelvig
• Preliminary Materials for a Theory of the Young-Girl

Course policies and expectations

• Attendance is mandatory. Students missing more than 3 classes will receive a grade reduction.
• Active participation in discussions and critiques is required.
• Plagiarism and academic dishonesty will result in course failure.
• Late assignments will result in grade deductions unless prior arrangements are made.

Diversity and inclusion statement

This course values diverse perspectives and inclusive discourse. We encourage critical engagement, respect, and collaborative learning.

RISD policies and resources

• Disability accommodations: contact Disability Support Services.
• Mental health support: Counseling and Psychological Services.
• Academic integrity and code of conduct: see the RISD academic policy.