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Art Direction Summit: 'Angry Birds' and AI in Practice: Finding Our Own Way

Tatu Petersen-Jessen  (Senior Art Director, Rovio Entertainment)

Location: Room 2016, West Hall

Date: Tuesday, March 18

Time: 10:50 am - 11:50 am

Pass Type: All Access Pass, Summits Pass - Get your pass now!

Track: Visual Arts

Format: Lecture

Vault Recording: TBD

Audience Level: All

This lecture explores Rovio Entertainment's use of Generative AI in art production pipelines, focusing on Angry Birds Dream Blast. How can you produce hundreds of high-quality illustrations a day without sacrificing the brand's promise? The session covers the technical implementation, challenges, and benefits of AI integration while emphasizing ethical considerations and brand impact. Key topics include safeguarding intellectual property, maintaining brand integrity, and balancing AI's unpredictability with precise creative control of traditional workflows. Examples from Angry Birds Dream Blast show how AI is used for background creation, but not for any core brand elements like characters. The lecture explains the reasons for this and highlights that while AI brings many changes, core storytelling and brand integrity remain crucial. It also aims to correct misconceptions about AI and offer guidance on adapting to this evolving technology.

Takeaway

Attendees will gain insights into incorporating AI into art pipelines, understanding AI's capabilities and limitations, and strategies for enhancing storytelling and value creation in game development while safeguarding brand integrity.

Intended Audience

This session is for game developers, art directors, and artists who are interested in integrating AI into their workflows or in how the industry will change due to these technologies. No advanced technical knowledge is required.



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