The Phoney Club's Ethical AI Twins and Synthetic Worlds
The Phoney Club, a studio located in Rotterdam, is transforming the landscape of synthetic and natural imagery by utilizing generative AI to produce licensed digital replicas of real models while maintaining their inherent flaws. They believe that attributes such as wrinkles and blemishes contribute to a sense of realism. This innovative method was highlighted in a campaign for Ajen Botanical Body Care, featuring AI twin Soesja Leugs set against a backdrop of the Dutch countryside. Their offerings include The Phoney Edit for hybrid photography and The Phoneyverse, a virtual reality initiative. Additionally, the studio has collaborated on projects for NONA Handbags and an AI campaign for Maiwe Skincare, advocating for the notion that true authenticity must originate externally, thus establishing a standard for ethical AI use in commercial design.
Key facts
- The Phoney Club is a creative studio in Rotterdam working in branding, motion, strategy and art direction.
- The studio uses licensed AI twins of real models, such as Soesja Leugs, in campaigns.
- The Phoney Club refuses to retouch or alter models' likenesses in AI imagery, calling it an ethical stance.
- The studio states: 'Authenticity is one thing AI cannot generate, it has to be brought in from the outside.'
- The Phoney Edit combines photography and AI production, removing location and budget restrictions.
- The Phoneyverse is a self-initiated project with a custom tool allowing guests to enter three artificial dimensions.
- The studio's Ajen Botanical Body Care campaign featured a Dutch countryside aesthetic with AI-generated model imagery.
- The Phoney Club has also produced AI campaigns for NONA Handbags and Maiwe Skincare.
Entities
Artists
- Soesja Leugs
- Nicole Huisman
- Sander Coers
Institutions
- The Phoney Club
- Ajen Botanical Body Care
- NONA Handbags
- Maiwe Skincare
Locations
- Rotterdam
- Netherlands