HOW TO MEASURE UNIQUENESS?
We set up the first photo exhibition in Paris that was curated by an algorithm. On our website users were asked to upload three Instagram pictures. The algorithm analyzed colors, contrasts and forms and gave every photo the #Untamed Score. A value that indicated how strongly the image differentiated itself from the mass.
In realtime the photos with the highest score got projected in a gallery in Paris. Every time when new photos got uploaded the entire exhibition changed again.
Credits
Agency: Jung von Matt/Alster
Production: EMMAR
Client: Mercedes-Benz
CD: Philipp Dietz
Tags: car, JvM, experiential, exhibition, individuality, Paris, CLA, social, hashtag, Instagram