All the Talent We Cannot See
As Hollywood’s spotlight beings to shift to AI and CGI, will the silhouette of physical mastery silently flicker and fade away?
Production designers are the unsung architects of the cinematic world. They meticulously craft the environments where stories unfold, setting the tone, mood, and context. Every corner of a set, every shade of a backdrop, and every artifact placed subtly in the background is the result of their keen vision and unwavering dedication. Their designs do more than just paint a picture; they breathe life into the narrative, influencing not only the visual tapestry of a film but also the very essence of its characters. Yet, despite their pivotal role in shaping the visual narrative of films, their meticulous work often goes unnoticed. For all the talent we cannot see, they remain the unsung heroes of cinematic storytelling. As advances in AI and CGI usher in a new era of film production, there's a somber realization that the traditional artistry of production design might soon be eclipsed.
The question lingers: as the curtains fall on the age-old craft of physical production design, how do we ensure its legacy isn't forgotten? How do we care it forward into the digital age.
A THEME TO REMEMBER: As CGI-created worlds become increasingly fantastical, our emotional connection to them seems to diminish. Why is this happening? Perhaps it's because the emphasis has shifted towards creating sheer spectacle, overshadowing the importance of production sets that genuinely complement and enhance the narrative.
A technological transition that has caused an art to be forgotten: It has happened before in another industry - retail. Perhaps studying it can help shed light on what is to become of our beloved, but not often seen, production designers.
How the art and culture of a shopping experience turned into a click. And the production designers that made shopping an experience faded into obscurity.
The art of window shopping harks back to a time when retail spaces weren't just stores but canvases for artistry and imagination. One of the most iconic tales of window display creation comes from Macy's in New York City. Every holiday season, crowds would gather in anticipation of Macy's enchanting window unveilings. Designers like Gene Moore, who later became a luminary at Tiffany & Co., began their journey with such spectacular displays. Moore's mid-20th-century designs were renowned for their innovation and avant-garde flair. In 1874, Macy's showcased a display of porcelain dolls from around the world and scenes from Santa's workshop, pioneering a festive tradition. Again, in the 1930s, they mesmerized onlookers with mechanical window displays, elevating the art form. These displays weren't mere decorations; they dictated shopping trends and played a pivotal role in establishing Macy's as a household name in festive celebrations.
Macy's mastery wasn't confined to just its windows; the magic extended indoors, creating an entire universe that reflected precision, grandeur, and a keen sense of the aesthetic. As shoppers transitioned from the window displays to the store's interiors, they were transported to a meticulously crafted realm. In the 1920s, under the visionary guidance of retail magnate Jack Straus, Macy's began to redefine the shopping experience. Straus introduced innovative store layouts, novel lighting techniques, and interactive product displays, further solidifying Macy’s reputation as a retail pioneer.
It was a time when shopping wasn’t merely transactional. Dressing up and visiting Macy's was an event, a cultural ritual that exuded elegance and sophistication. The floors were organized with deliberation, guiding customers through a labyrinth of desires. Ambient music played, elevating the mood and encapsulating the era's zeitgeist. Expert craftsmen and interior designers worked for months, even years, planning the perfect flow, ensuring that each section told its own story while harmonizing with the larger narrative. The lighting, the placement of products, the ornate decorations, all were a product of intense research, creativity, and a profound understanding of the consumer psyche. This level of commitment wasn't just about selling products; it was about selling an experience, a feeling. It was an era where shopping was as much about the journey as it was about the purchase.
Now we have the lonely and addictive click of Amazon. So what happened?
Silicon Valley happened. Hailed as the epicenter of technological innovation, it has often privileged the efficiency of capitalism over the depth and richness of cultural experiences. The ethos of "move fast and break things," popularized by tech moguls like Mark Zuckerburg, may have led to rapid advancements, but this ideology also disrupted the cultural fabric that once bound society. Amazon, for instance, has undeniably revolutionized the way we shop. Its promise of convenience and the allure of one-day shipping has drawn millions, but at the expense of the communal joy of shopping. Where once shopping was a ritual—a day out with friends, a shared experience filled with chatter, advice, and camaraderie—it's now frequently a solitary act, performed in the silent glow of a screen — a lonely click.
A THEME TO REMEMBER: "Erosive Efficiency" signifies how modern progress, while enhancing efficiency, might simultaneously dilute core cultural traditions.
Are we doomed to repeat ourselves?
It is an incontrovertible fact that AI and CGI, intertwined with platforms like Unreal Engine, are shaping our future. Their ascendance seems unstoppable, pointing to a future where digital realms replace tangible sets. However, as we stand on the cusp of this technological renaissance, must we relinquish the cherished ethos of meticulous craftsmanship?
A THEME TO REMEMBER: The real essence of set design and creation has never been just about tangible materials; it’s been about the “craft of caring” – an unwavering commitment to historical accuracy, a passion for authentic storytelling, and a conscientious approach to shaping character environments.
As we transition, it becomes vital to ensure this essence isn't lost in the digital abyss. We can forge a bridge between these worlds by infusing digital creation with the same principles that guided physical set design. Continuous learning programs for CGI artists about historical epochs, mentorship from traditional set designers, and collaboration between technologists and craftsmen can help retain the sanctity of the craft. Ultimately, it isn’t about the medium—physical or digital—it's about preserving an inherent respect for culture. To usher in a truly progressive era, we must embrace a paradigm of "ponder and preserve." This involves fostering a culture of reflective thought, valuing the legacy of craftsmanship, and always prioritizing cultural sanctity over rapid innovation. As we advance, we must ensure that we move with intention and understanding, making certain that we do not unwittingly eclipse the very talent that shapes our stories.
Be the change that we wish to see in the world - Mahatma Gandhi.
Join me on a journey into the realm of artificial intelligence as I set out to craft the world of "Shepard’s Tone" and be the change I wish to see. As I embark on this venture, I am committed to using AI and CGI as well as embracing the "craft of caring". Just as masterful production designers of yore approached their craft with meticulousness and dedication, I too aim to do my best to infuse every digital stroke with a conscientious spirit. I will try, I will fail, and I will learn — until I’m good enough to be an example. By studying and drawing inspiration from these masters, and by studying history, my endeavor is to bridge their time-honored techniques and expertise into the digital domain. Together, we will explore how technology can be guided by the touch of human artistry, blending the past's wisdom with the future's possibilities.
Thus, this week’s sprint - crafting the world of Shepard’s Tone.
As I embark on this creative journey, I am determined to meticulously construct Phi’s world — Aegis, a sprawling city, bordered by vast wastelands that stretch beyond the horizon. Within this setting, I will endeavor to sculpt not only the visual aesthetics but also the audible ambiances and even the distinctive scents that permeate the air. Integral to this world-building will be my dedication to weaving in historically accurate motifs, ensuring that every corner of Aegis resonates with authenticity. To achieve this, I commit to extensive research, ensuring that every design choice is both informed and intentional. I firmly believe that the more accurate and genuine a world is, the truer it becomes to its inhabitants, and the deeper the connection forged with those who journey through it. My aspiration isn't to conjure an overly fantastical realm, but rather a tangible, believable world – one steeped in reality and detail, beckoning everyone to care and immerse themselves within its boundaries.
What is The Brief and Who should read it?
I release a weekly digest every Friday, tailored for professionals ranging from executives to writers, directors, cinematographers, editors, and anyone actively involved in the film and television domain. This briefing offers a comprehensive yet accessible perspective on the convergence of technology and its implications for the movie and TV industry. It serves as an efficient gateway to understanding the nexus between Hollywood and Silicon Valley.
Who am I?
I'm Steve Newcomb. Functionally, I’m a recovering Silicon Valley founder that is finally old enough to have a bit of care. I’m perhaps most recognized for founding Powerset— it was the largest AI and machine learning project in the world when I founded it. It was later acquired by Microsoft and transformed into something you might recognize today - Microsoft Bing. Beyond Bing, I had the privilege of being on the pioneering team that witnessed the inaugural email sent via a mobile device. My journey also led me to SRI (Stanford Research Institute), where we laid the groundwork for contemporary speech recognition technology. Additionally, I was a co-founder of the debut company to introduce a 3D physics engine in Javascript. I've held positions on the board of directors and contributed funding to massive open source initiatives like NodeJS and even the largest such project, jQuery. My experience extends to academia, having been a senior fellow at the University of California, Berkeley's engineering and business faculties. Recently, I ventured into Layer 2 internet protocols and assisted a company named Matter Labs in securing $440 million in funding to bolster their endeavors.
What am I doing besides writing these posts?
Typically, I allocate a year between groundbreaking ventures. My exploration for the upcoming project commenced in May 2023, and the sole certainty is its nexus with the film, television, SMURF, and AI domains. Sharing insights on my research endeavors helps me discern between feasible prospects and mere illusions. My hope is that for this venture, I appropriately consider the ethical and sociological repercussions.
If you are interested in contacting me, being interviewed, being helped, or yelling at me, my email is steve.e.newcomb@gmail.com.