When art and technology come together in a creative journey, remarkable results can be achieved. Sachin Rajeev, an independent musician and experiential designer who heads Digital Jalebi in Bengaluru, embarked on an incredible venture – The Naadan AI Project – that merges his passion for creative thinking with his expertise in immersive experiences.
Sachin Rajeev has always been driven by his two primary passions: music that effortlessly blends Eastern and Western styles and creating interactive and immersive experiences using the latest technological tools, including AI. These interests have paved the way for “The Naadan AI,” a project that provokes the thought of “What If?”. It aims to inspire new possibilities and reimagine international entities through a desi lens. Whether it’s adapting a desi entity to international standards or infusing international influence into the desi culture, this intriguing contrast of concepts opens new paths for exploration, discovery, and amusement.
For example:
(Preety cool stuff, yeah!)
At first, the project was just an experiment. However, it received positive feedback from peers and collaborators, encouraging Sachin and his team to showcase their creations on social media platforms and take the project to new heights.
Sachin shares his belief that the integration of AI empowers artists and designers to achieve much more than they ever thought possible a few years ago. With “The Naadan AI” project, the team showcases how AI can be harnessed to develop thought-provoking content that captivates audiences and finds practical use in branding and marketing.
“The use of AI has definitely hit creative industries, and I personally feel that we’re more empowered to execute way more than what we expected to achieve a couple of years ago. Our vision is to develop content that is tasteful enough to reach a point for brands to use our prompts (our ideas) and results (creatives) as their official posts, creatives, and so on. This is already happening in international marketing agencies, and we wish to occupy a safe but prominent space in the Indian market,” he states.
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“The Naadan AI” project is the result of a collaborative effort that brings together diverse talents and perspectives. The core team comprises Sachin Rajeev himself, the studio head for Digital Jalebi, Bengaluru, and a singer-songwriter; Roshan Benny, a senior Unity developer and tech enthusiast; and Aishwarya Shyamkumar, an associate creative partner for 22feet Tribal Worldwide, DDB Mudra Group. Additionally, the team is supported by a group of colleagues who actively contribute to the ideation process.
The creative process involves using Midjourney, a powerful AI tool that translates ideas into captivating images. The team then adds intricate details, titles, and finishing touches using design tools like Illustrator and Photoshop, culminating in a compelling story told through their artistic creations.
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The “Naadan AI” project is a remarkable example of how creativity and AI technology can work together to achieve great things. Sachin Rajeev and his team are dedicated to pushing the boundaries of artistic innovation and leaving a lasting impression on the Indian market. They hope to captivate audiences and inspire fellow creatives to explore the limitless possibilities of art and technology.
In the future, we can expect to witness more imaginative and thought-provoking creations from Sachin Rajeev and his team as they continue reimagining the world through the lens of “The Naadan AI.” This fusion of technology and innovative thinking will captivate audiences and shape the future of creative expression in ways we have yet to imagine.
