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Melt

Jumoke Fernandez

Melt

AI
Fantasy
Figurative
Fashion

Combining a virtual human with generative AI image making practices to create a surreal and delicate tale of personhood and a re-imagination of the beauty industry.

format

landscape

technique

duration

00:12

year

2024

Transport

Jumoke Fernandez

France

Jumoke Fernandez is a self-taught creative technologist and art director working at the intersection of design, storytelling, and emerging technology. Born in 1997 in London, to a software-developer father and an art teacher mother, she grew up moving fluidly between code and creativity and began coding at age nine. Her teenage years, shaped by gaming, anime, Tumblr, and the rise of Post-Internet Art, sparked a lifelong fascination with world-building and digital storytelling, an interest she deepened working in an art gallery and as a digital archiver in a museum, where she studied both historical and contemporary media, processed natural pigments, and ran workshops on Renaissance tempera and other historical painting techniques. That dual grounding in old and new media has defined her practice ever since, while advocating for AI as a tool that enhances rather than replaces human creativity, applied with transparency and inclusivity.

Her career has taken her from curating exhibitions at Tate St Ives and Tremors TV to creative leadership roles at Metaverse Makeovers, WYSKER, and Pixelynx. She has since directed creative and art direction work for global brands such as Netflix (Black Mirror), Fendi, Louis Vuitton, Prada, L'Oréal, Porsche, Adidas, and Spinnin' Records. A member of the NVIDIA Inception Program since 2023, she has exhibited at Ars Electronica, MoMA, and Tate St Ives, and lectures at institutions including The New Centre for Research & Practice and Zhejiang Wanli University. She currently runs JUMOKE LTD, an art direction and creative technology studio, consulting globally on the ethical integration of AI into visual culture and brand storytelling.

Melt

Combining a virtual human with generative AI image making practices to create a surreal and delicate tale of personhood and a re-imagination of the beauty industry.

technique

format

landscape

duration

00:12

year

2024

Transport

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More on digital art

Generative art

Generative art refers to a way of creating artworks using an autonomous system. In digital art, these are usually generated from code and algorithms created by the artist, often with certain predefined parameters or systems. Although these parameters guide the final outcome of the work, generative art is generally a surprising way to create artworks, as the results are often unexpected and the number of possible outcomes can be infinite.

AI art is a branch of generative art that uses artificial intelligence. Unlike other generative artworks, AI artworks use specific complex algorithms and models derived from machine learning. The most common methods for creating AI art today are GANs (generative adversarial networks) or proprietary prompting platforms such as ChatGPT, Sora, Midjourney, or Dall-e.

3D art uses 3D software such as Blender, Cinema4D, Houdini, or video game software such as Unity to create works of art. In 3D works, artists can either arrange assets (the 'objects' in a 3D artwork or world) that they have created themselves or purchased from other creators to create elaborate environments and scenes (an approach to 3D art called 'set dressing'), or specialize in sculpting, which involves creating their own objects and assets.

Photogrammetry

Photogrammetry is a specialized 3D technique that allows 3D objects to be created from numerous photographs taken of an object or scene from multiple angles. These photos are then compiled to determine the specific positioning, shape, and dimensions of the object in space, and then converted into a 3D model. Initially developed for engineering and urban planning, photogrammetry has become a way for artists to produce extremely accurate 3D models from real-life images.

Collage

An extension of the traditional, plastic approach to collage, digital collage involves searching for and cutting out multiple images, extracting them from their original context, and recomposing them in a new arrangement to create a work of art. Artists can use their own photographs or find images on the internet.

Illustration

Digital illustrations are created using software such as Adobe Illustrator, Photoshop, or Procreate. As with drawing on paper, the artist uses a stylus to sketch a figure or object, usually on a tablet, to construct a scene or artistic universe. Unlike traditional drawing methods, digital illustration is much more forgiving, as mistakes can be easily corrected and drawn elements and objects can be easily moved around within a scene.

Video

Video artworks primarily use a recording camera, but may sometimes include additional post-processing or editing to distort, modify or add additional elements to the image. Some artists use state-of-the-art recording equipment to create macro zoom-ins or time lapses, privileging fidelity to the subject matter. Others use additional softwares to significantly modify or warp the video, creating an alternative perspective on the world that surrounds us.