Installation
Generative Design
Experience
The OVO Energy Forecast is a powerful, data-driven, collective artwork that tells the story of thousands of everyday lives across the UK.
How do you captivate an audience with something as abstract as data?
When Saatchi and Saatchi approached FIELD for a large-scale data visualisation for OVO Energy, we saw a chance to think differently.
Tapping into real data gathered from travellers, we built a live, generative experience that utilises AI to create a more emotional and human perspective.
Every single day, a bustling 123,000 passengers flow through the iconic London Euston train station.
That’s 123,000 people, each with their own different angle on energy. Individually, our impact on the climate may seem minuscule and insignificant.
However, when zoomed out, hundreds of thousands of choices add up to a larger picture of collective action.
Storytelling With Data + Generative AI
With a custom AI language model, we made hundreds of profiles of unique people — each possessed personal quirks and professions enriched by daily schedules gathered from commuters of every walk of life.
These human fingerprints then helped us create scores of realistic portraits and narratives of the UK at work and play. Something we couldn’t achieve at the scale and pace required with traditional photography and copywriting alone.
But of course, AI isn’t perfect. Engineering a robust curation tooling pipeline, we ensured every image produced was true to life and adapted to OVO’s brand guidelines.
Living Digital Canvas
Working with Europe’s largest indoor screen, we created a scalable graphic architecture to organise a landscape of data elements and streamline the animation process.
We built the canvas framework as a living texture. Ebbing and flowing with the activity of renewables on the energy grid, kinetic patterns and fine typographic details deliver the weather and energy usage in real time.
The Age Of Experience
We believe in an experiential future: one where we embrace intelligent, emotional spaces made richer by — and not separated from — our humanity.
The OVO Forecast is the world’s first monumental use of AI in a public display. It offers a glimpse at what’s to come as we begin to decipher this technology and how to harness its potential in fresh and innovative ways.
Our message is simple: When brands put their audiences at the heart of experiences, they create room for interventions that are even more impactful and long-lasting.
Commissioned by
Saatchi & Saatchi
Agency
Saatchi & Saatchi
Created by
FIELD.IO
Client
OVO Energy
Executive Creative Direction
Marcus Wendt
Creative Director
Jack Grafton
Creative Director
Justin Crook
Design Lead
Max Palmer
Creative
Grit Wolany
Creative
Doris Helmlinger
Creative
Michael Limmetti
Producer
Sinéad McCarthy
Copy
Britt Berden
Technical Lead
Bruno Imbrizi
Developer
Jonas Kouwenhoven
Developer
Richard Palmer
Developer
Raphaël Améaume
Developer
Daan Rongen
Experiential Designer
Ray Chong
Senior Client Partner
Celine Parun
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