When wine brand, Bodega Dante Robino, part of AB InBev, launched its new Gran Dante Cabernet Franc, it wanted to continue its heritage of featuring a prominent astronomer at work on its label.
Agency, TombrasNiña, felt there was one glaring absence. None have ever featured a woman astronomer despite their significant impact on our understanding of the universe and the cosmos.
During the creative process, it was discovered that the contributions of female astronomers had been largely overlooked throughout history, despite their significant impact on our understanding of the universe and the cosmos. In some cases, these women even had to publish their works under men’s names to get their findings recognised.
The launch of a new varietal was the perfect opportunity to correct this.
“We decided to take action and, after extensive research and collaboration with the agency, we chose Amélie Le Français de La Lande as our protagonist. Among her numerous contributions, she calculated the naval timetables that allowed sailors to determine their position at sea by calculating the height of the Sun and stars,” stated Inés Mastrogiacomo from Bodega Dante Robino.
There was a problem.
There is not a single painting of Amelie at work. So the agency recruited generative AI.
During the creative process, it was discovered that the contributions of female astronomers had been largely overlooked throughout history, despite their significant impact on our understanding of the universe and the cosmos. In some cases, these women even had to publish their works under men’s names to get their findings recognised.
Martín Bernasconi and Artur Monteiro Ziguratt, head of art and head of AI at TombrasNiña respectively, commented, “The use of Generative AI was crucial, but we also had to conduct an in-depth analysis of the era to accurately represent Amélie and her environment in terms of architecture, clothing, hairstyles, and other details. Once again, we see the potential of new technologies combined with strategy and creativity.”
