From the first industrial revolution to ChatGPT, conversations surrounding the relationship between man and machine have ranged from fear of displacement to enthusiasm at the prospects. Considering that there are even AI programs that can create images from text descriptions, it’s an interesting time to be in the creative sector. Benjamin Low, who started out as an art director and reinvented himself along the way, is one of those who choose to seize opportunities where others saw threats in technological disruptions.
“As we progress, some roles may become obsolete, but it's important to remember that new roles will emerge as well. “ he opines. “An example of how technology can bring about both loss and gain is seen in the case of photography, which enabled painters to explore new approaches to their art while also creating new job opportunities. Similarly, with the advent of photoshop, typesetters became unnecessary, but this led to a new wave of designers. The emergence of platforms like YouTube and Netflix also resulted in the decline of traditional broadcasting and video rental, yet it also opened up platforms for influencers and skilled artists to work on productions with wider demand.”
Benjamin sits firmly in the camp that believes in embracing the rise of AI and automation. “Instead of fearing them, we should explore how they can more efficiently integrate into our work. By adapting and evolving alongside these technologies, we can remain relevant in the workforce. Don’t focus on what we cannot change but on what we can change within ourselves.”.
As someone who has been using AI tools, he shares similar views as the Legendary Disney animator, Aaron Blaise, who has expressed excitement at AI advancing and how AI animation process similarly to traditional animation by painting over live-action video.
However, it's important to remember that AI complements but cannot replace our uniquely human ability to imagine and to create value for others,” he says.
In fact, he shares candidly how his written response in this interview stands as a testament to the power of working alongside AI to enhance creative output. “While the words and emotions expressed were undoubtedly my own, the assistance provided by AI has undoubtedly elevated the quality and effectiveness of my work.”
In narrating how his creative career had evolved, Benjamin says that he had always been drawn to visual creativity, “I relish the opportunity to steer the art direction of projects and bring my ideas to life through design.” Benjamin reflects.
Many in the creative industry will relate to the adrenaline rush that comes to Benjamin when he sees his vision come to life on the screen or in print. ”But I have to admit, when I saw the rise of content marketing on social media, I got a little anxious. I felt that there was a sharp decline for traditional advertising and that was definitely a red light for my career.”
Going beyond the scope of his work, Benjamin realised the core reason businesses and brands were putting themselves out there. “They want to be heard and to influence, and that's where a brand strategist can make a real impact.”
To step up his game, Benjamin took a bigger-picture view of brands, looking into their end goal to help solve their problems. He opines, “By combining my design skills with strategic thinking, I can add more value to their business. The difference is that an ad campaign might buy a moment, but it's the brand that leaves that lasting raw gut feeling which remains in your mind and heart for a very long time.”
He muses that it has been incredibly fulfilling and challenging to help businesses gain recognition and establish their brand. He compares to it putting together a puzzle. “There is nothing more satisfying than seeing those pieces come together to form a cohesive and successful brand.”
Benjamin comes across as someone who calibrates decisions in his career based on trends and in the wider environment of arts and culture and his personal needs. He shares candidly about how he always wanted to start something of his own.
“I am also a Curious George. I love meeting clients from all walks of life and learning about their unique businesses. One day, I could be chatting with a restaurant owner about the photography style for their menu, and the next, I could be helping a client design a website for their water treatment plant. It's not exactly something you get to experience working in a typical agency.”
He recognises the downsides to going it alone, however. The infamous cash flow problem is something most creatorpreneurs have to tackle and like other creatives we have spoken to, Benjamin has learned the importance of not being afraid to charge what he is worth and always having a backup fund of at least 3-6 months. He remarks, “That way, I'm not at the mercy of anyone else when it comes to taking on my next gig. It's not always easy, but it sure beats counting down to your weekends over a desk.”
Despite these challenges, Benjamin remains upbeat about his chosen path. In fact, Benjamin's passion for his work is palpable as he cites a few case studies. There was that time when he got to design and animate a series of instructional guides for a major adhesive tape company, Tesa Tape. He recounts his “immersive experience” appreciatively, highlighting how he was able to ensure the accuracy of his work when he got to take factory tours to document and get a feel for their machines and manufacturing process. This he did, every week for a few months.
Through CreativeAtWork, Benjamin was also a UX designer for Jack Morton Worldwide working on the luxury skincare brand, La Mer. Raving about the “good times”, he enthuses about the opportunity to collaborate with a multinational team to build an experiential kiosk. “We had a producer and creative director in Singapore, a developer in Europe, and the client from Shanghai. Working across cultures and countries was an amazing experience and I learned so much from it.” The extent to which he values the experiential and interactive aspects of his work is evident as he made it a point to highlight that this was prior to the pandemic.
It goes without saying that Benjamin is embracing the post-pandemic world which has not only opened up new avenues of work and collaboration but has returned the world to some semblance of what it used to be. Like the titular character in the Curious George series, Benjamin is always inquisitive and embraces opportunities to grow through his work.
When asked about his future plans, he points to the rapid and widespread adoption of AI art (also in video and animation) and chatbots such as ChatGPT in highlighting that it is essential to remain adaptable and embrace new opportunities as they arise. “Rather than getting too caught up in planning the future, it is more prudent to focus on staying present and continually expand one's skill set, to build a versatile foundation. By doing so, we can position ourselves to take advantage of future doors of opportunity that may open unexpectedly.”
CreativesAtWork believes in using the latest technology to support the endeavours of our creatorpreneurs. Find out how you could elevate your creative business through Freelancer Nation.
