Level 3: The jump: game heroes and digital beauties become “branded”

Game Heroes and Digital Beauties

Who are you Noonoouri and why are you dressed in Philosophy by Lorenzo Serafini?

The role of graphic interface, followed by the production of illustrations, art, advertising, and projects, in the last thirty years the possibilities of digital have been characterized by an immeasurable development. It is not the creation itself, but the process that has revolutionized the way professionals do their work. At first, they had to rely on computer resources, or try not to miss them. High prices, poor software availability, few tools, slow machines, poor monitors, and horrible output quality were the sad norm. But this was only the beginning. The impending revolution, of which we are all spectators, was not a question of “if” but “when”. Professionals, and with them the big production and programming companies, invested time, money, and energies to improve the new media. With their efforts, users have begun to see the results.

The graphic revolution, especially computer graphics, has often been seen as a sector reserved for young people. Today, however, more and more artists – even in the field of traditional art – have adopted the use of computers and its constantly growing resources. With the most accessible digital tools, professionals and artists can focus on personal expression without feeling limited by the technology available. Thanks to improvements in technology, digital design has affected a greater number of areas of daily life. Technology has thus changed the work process but, more importantly for our investigation, our way of seeing and feeling.

Today are you amazed to see a digital model in an advertisement: be it a video on YouTube, a post on Instagram, or the protagonist of a challenge on TikTok? The answer, for most of you, will be “no”. The emotions aroused are the same: think for example of the Calvin Klein campaign published on YouTube in 2019. Model Bella Hadid exchanges a kiss with digital model Lil Miquela.

Watch the video:

In the entertainment industry, one of the fastest growing on the planet, computer graphics and digital manipulation are the order of the day. But we have not yet seen how far interactivity can go: although this boundary is expanding more and more. With the appearance of digital models, of which Lil Miquela is a representative, the market has undergone a profound transformation. Some of these models or digital models already have contracts with renowned agencies. In Japan, the so-called “virtual idols” participate in advertising campaigns, perform concerts, conduct broadcasts, and YouTube channels. Therefore, it is no longer the exclusive property of magazines, blogs or computer graphics websites.

The same thing can be said about the heroes of video games: coming out of the specialized press, they have targeted Hollywood, where not only real actors play the protagonists of video games, but the heroes of video games themselves perform as real artists. It is clear that computer graphics does not limit the possibilities, but expands them, helping artists, designers, to find new inspirations, new markets, new potential customers. The culture of animation and manga in Japan, the entertainment industry in the USA, the romance in Europe: each element contributes to a different evolution of digital art in each country.

Discuss

• After watching the video with Bella Hadid and digital model Lil Miquela, did you feel any emotions?
• Whatever they are, reflect on the fact that they were caused by a kiss that did not exist. Or maybe, it did? What do you think?
• As the boundary between virtual and real becomes complex, when is something not real?

Share your answers with your peers in the comments below.