Cannes centers on human creativity while AI becomes a prominent focus at the 79th festival. The BMW 7 Series launch commissioned multidisciplinary director Victor Boccard to create a short film bridging physical and digital work. He began with sketches of the BMW i7 and used only a laptop and AI to bring the first part to life while traveling. He views AI as a tool that extends and enhances skills and requires direction, not an independent force that replaces talent. Final scenes were filmed in Cannes at sunrise and sunset on Boulevard de la Croisette, combining digitally generated imagery with analog film for a contemporary yet unexpected effect.
"“At its core, Cannes has always been about human creativity, and that is something worth protecting,” said Iris Knobloch, President of the Festival, during the opening weekend. Artificial intelligence has taken center stage in the discussions surrounding the 79th Cannes Film Festival on the French Riviera. Shining a spotlight on the very best of global filmmaking, this year's edition felt like a symbolic crossroads between legacy and future, centered around a fundamental question: what does it mean to create in an AI-driven world?"
"“I started creating the first part of the short film with a few sketches of the BMW i7 and brought it to life while travelling around the world using nothing but my laptop and AI. How would you do that in a traditional creative way? Impossible. It's such a revolution.” Still, the director is confident that AI won't eclipse human talent. “I don't see it as an independent force,” he says, “but as a tool that can extend and enhance our skills while requiring direction.”"
"“Merging digitally generated imagery and analog film feels contemporary, yet unexpected,” Boccard explains. The final scenes of the project were shot in Cannes during sunset and sunrise on Boulevard de la Croisette. On La Croisette, Cannes' most glamorous street, everything seems to revolve around Hôtel Martinez, the grandest of all the grand hotels and a celebrity magnet where fans and paparazzi crowded outside."
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