In the ever-growing and super-hyped landscape of design and AI, one name stands out as a trailblazer, seamlessly melding cutting-edge technology with pop aesthetics and creativity. Meet Jumoke Fernandez, an Art Director and Technologist, whose work pushes the boundaries of Augmented Reality (AR), and Artificial Intelligence (AI).
Synthography, as Jumoke defines it, is the art of crafting images and videos using artificial intelligence. Her fascination with digital art started at 17, inspired by the realm of Post Internet Art. Since then, she has been on a quest to explore how new technology can enhance storytelling and visual processes. With a diverse portfolio spanning collaborations with brands like Catrice Cosmetics and BMW, Jumoke’s work is a synergy of innovation and artistry.
Her artistic style, deeply rooted in immersive world-building, finds inspiration in beloved games like Final Fantasy 7 and Bayonetta. Whether immersing herself in the brand and lore of existing IPs like Macy’s or Tamagotchi, or crafting new narratives for gaming universes, Jumoke’s approach centers around authenticity and storytelling.
Jumoke Fernandez’s journey as an Art Director and Technologist is now solidified by her seamless integration of AI into the creative process. Clients often seek her out not only for her AI skills but also for her distinctive style, honed through years of experience in the field. While AI has become a central aspect of her work, Jumoke’s exploration of the intersection of creativity and technology predates AI’s widespread adoption. She recalls working for virtual influencers, AR fashion brands and creating gaming experiences for brands long before the AI boom.
Diving Into the AI-enhanced Creative Process
In navigating the ethical complexities of AI, Jumoke remains steadfast in advocating for transparency and sustainability. She emphasizes the importance of open-source models and ethical considerations, urging fellow creatives to explore diverse avenues for expression while upholding ethical standards. Looking ahead, Jumoke envisions a future where AI continues to revolutionize the creative sphere. While acknowledging the potential challenges, she remains optimistic about the transformative power of AI in shaping the future of art and entertainment.
For Jumoke, leveraging AI in motion and video design is a journey of exploration and surprise. She finds joy in the unpredictability of AI, likening it to collaborating with another creative mind. While she maintains her own artistic vision, she embraces the unexpected twists and turns that AI introduces into her work. Training custom models for specific results is a part of her process, emphasizing that the limitations often stem from under utilization rather than the tools themselves. Despite the perception of complexity surrounding AI, Jumoke demystifies its application, highlighting the accessibility of resources like Stable Diffusion through platforms like YouTube tutorials.
One of Jumoke’s notable projects was her role as the AI Art Director for the music video of Joel Corry and Ron Carrol’s song “Nikes” in 2023 for Spinnin Records. Through meticulous collaboration with fellow creatives, Jumoke seamlessly integrated AI-generated elements to enhance the visual narrative, setting a new benchmark for AI’s role in the entertainment industry. In one of her projects with Munich-based agency David + Martin, AI played a significant role in shaping the visual narrative for a Rauch-Eistee commercial. Jumoke and her team generated all assets, textures, backgrounds, music, and sound effects using various AI tools. Additionally, she has utilized AI to generate 3D assets and employ chatbots to create Python animation scripts for scene animations. By combining these elements on different layers, she ensures flexibility in editing and refining the final product.
In her workflow, Jumoke commonly employs tools like Runway Gen-2 for short clips, although she acknowledges their limitations. While such tools offer convenience, they may lack the depth and control provided by more sophisticated AI platforms like Stable Diffusion. Ultimately, she believes that the creative vision is paramount, asserting that skilled creators can produce exceptional results regardless of their tools.
Jumoke Fernandez’s innovative approach to AI and design continues to redefine the current ecosystem. She remains committed to pushing the limits of what’s possible, one project at a time. At the heart of Jumoke’s artistic endeavors lies a sophisticated arsenal of AI tools and processes. From training custom models using Stable Diffusion to experimenting with Midjourney for image generation, her workflow is a carefully choreographed dance between human intuition and machine learning algorithms. With each project, Jumoke meticulously selects and trains AI tools tailored to the specific design tasks at hand, ensuring a seamless integration of AI-generated elements with human-designed components. This highly technical and human-centered approach, coupled with her unwavering commitment to storytelling, is what sets Jumoke’s work apart in the current sea of creatives using AI. In her hands, AI is not just a tool, but a conduit for the realization of visions that defy convention.
You can read more about Jumoke Fernandez and check out her work on her website.
Published by: Holy Minoza
