SberDesign and G8 Release a Manifesto on the Industry's Uncomfortable Questions
SberDesign and the G8 festival have released a manifesto and five video dialogues about why the creative industry needs uncomfortable questions — from trends and neural networks to taste and bold ideas.
The SberDesign community and the G8 creative industries festival have presented a joint manifesto and five short video dialogues about what usually gets cut from professional conversations. The document's key idea is summed up in one phrase: "The world is arranged so that uncomfortable questions disappear on their own."
On September 11, the jubilee tenth edition of the G8 festival took place in Moscow — an independent platform that brings together brands, agencies, artists, and technology companies. The manifesto was released ahead of its opening.
The authors of the document claim: a safe brief leaves no room for risk, a convenient interface doesn't invite thinking, and a ready-made trend spares you the search for your own voice. The main creative conflict of today is not humans versus neural networks, but comfort versus curiosity. In this dispute, the manifesto's authors have picked their side — they are for curiosity.
To keep the manifesto from remaining just a beautiful text, SberDesign put in one frame people who usually never cross paths: a gallery artist and a bank designer, a programmer and a rebel from advertising, someone who shapes things by hand — and someone who lives entirely in pixels. The result was five dialogues without universal answers.
How to treat trends. Mitya Osadchuk, UX/UI Director of Sber's B2C, and Andrey Berger, an artist and producer of cultural projects, discussed why the underground shapes trends before marketers notice them, and why success is sometimes more dangerous than failure. The speakers' conclusion is succinct: "Ride a trend, and you'll perish with it."
Design that's too convenient. Industrial designer and art director Yaroslav Rassadin and Ilya Mikhailov from the Navio design team talked about how industrial design became disposable and why good design is sometimes obliged to get in the way. "Imperfection brings breathing into a project," the participants concluded.
Camera, action, neural network. Alexander Us from Sila Sveta, Sber's creative director Mikhail Skotnikov, and Maxim Kozlov from the immersive solutions center and SberStudios discussed when neural networks will replace actors and why thinking still matters more than tools. Their joint thesis: "The most important thing right now is your taste."
What remains for humans. Alexander Dobrokotov, creative director and author of AI Molodca, and Gleb Mikheev, CPO of GigaAgent at Sber, spoke about what a professional does first upon receiving a new AI tool, and why work without routine has become not easier, but harder. "Curiosity is the key skill of the new era," they believe.
How a strong idea is born. Vitaly Bykov, co-founder of the REDKEDS agency and creator of G8, and Roman Bokov, Sber's creative director, talked about creative hooliganism and how to push a bold idea through 17 rounds of approval. "A creative can't be universal," the dialogue states.
The five conversations produced five ways to disagree with the convenient answer: about success you should run from; convenience that must sometimes get in the way; taste that can't be automated; the human, without whom AI is worthless; and an idea that can't be invented alone.
All the dialogues have one thing in common: there must always be people nearby who also care.
Source: Cossa; Source: sberbank.ru
More from Анна Соколова
153 articles
Related articles
- Elvis Presley Song Rights Holders Demand $41.1 Million from Anthropic
- Pinduoduo and Anthropic paid Kazakhstan 8 billion tenge in taxes
- Disney Will Show Super Bowl 2027 Through the Eyes of Star Wars Characters
- Mom's Touch to Open 50 Restaurants in Kazakhstan with Shin-Line
- Prada answered AI slop with a pencil: 6 million views and mice in the style of Disney