London International Awards
2022 Winners and Finalists
Silver
Evolution
Creative Technology
| Entrant: | Dentsu Inc., Tokyo |
| Brand: | UNLABELED, NEXUS?. |
| Title: | "Camouflage Against the Machines" |
| Corporate Name of Client: | UNLABELED, NEXUS?. |
| PR Company: | Platinum inc., Tokyo |
| Agency: | Dentsu Inc., Tokyo |
| Creative Directors: | Naoki Tanaka/Nao Tokui |
| Copywriter: | Risako Kawashima |
| Art Director: | Yusuke Koyanagi |
| Planner: | Yuma Shingai |
| Machine Learning: | Ryosuke Nakajima |
| Visual Programmers: | Shoya Dozono/Robin Jungers |
| Engineer: | Yuki Tanabe |
| Exhibition Directors: | Kei Murayama/Yusuke Yamagiwa |
| Product Director: | Tomohiro Konno |
| Product Manager: | Tomotaka Inoue |
| PR Director: | Yuya Hamamura |
| PR Manager: | Hana Moriwaki |
| Media Relations: | Kazuma Chikami/Shiori Kakumoto |
| Production Companies: | Qosmo, Inc., Tokyo/Dentsu Creative X Inc., Tokyo |
| Movie Director: | Sotaro Ogi |
| Producers: | Ryotaro Omori/Kohei Ai/Miyuki Fujishima |
| Movie Producer: | Takahiko Kajima |
| Cinematographer: | Sho Takahashi |
| Movie Production Manager: | Shogo Honda |
| Production Project Manager: | Sota Suzuki |
| Designers: | Naoki Ise/Takumi Saito |
| Photographer: | Ryo Funamoto |
Description:
In Europe and the U.S., AI related laws have been revised and large companies have withdrawn from facial recognition for police, but in Japan, this is not even on the agenda.
The textile label UNLABELED has developed camouflage patterns that evade AI labeling to raise awareness of the issue. The patterns are generated by a unique system that uses a technique to trigger the AI to falsely recognize what it sees. In collaboration with an apparel brand NEXUSVII., we created products with our camouflage.
By wearing UNLABELED products, the wearers are no longer labeled by AI according to their appearance; no matter their gender, age, race, whatever.
To generate the pattern, we applied the Adversarial Patch technique, which triggers the AI to falsely recognize what it sees by adding a specific pattern to the image. Our patterns are trained to work against a representative object recognition model (YOLOv2) using deep learning.
We opened a pop-up store to launch our products. The pop-up store demonstrated not only our products, but also the surveillance in the city as part of the city. The surveillance in the city is usually hidden and people can't realize it, so we transformed the surveillance into a visible interactive art installation.
UNLABELED camouflages represent our rights to privacy. Visitors realized the unilateral labeling by the AI in the city and their rights to privacy.
The products were almost sold out during the exhibition period, and requests for purchase were received from overseas. Our alternative approach through fashion became a hot topic around the world and has been covered in more than 120 media, including technology, fashion and culture media and news shows. Our message reached wide range of the people."