Version THAT and Letters From Vincent

At THAT, we wanted to be able to speak and write like some of our favorite authors so we made Version THAT. It’s a machine that changes your words into the words of famous authors by using the writer’s original work, A.I. and natural language processing.

We then sold the Version THAT concept to Immersive Van Gogh to create Letters From Vincent. A machine learning and A.I. powered experience where you exchange letters with Vincent Van Gogh. Each letter comes with a unique sketch, and is written with his own words using his extensive letters and natural language processing. Over 100,000 letters were written across New York City, Los Angeles, Las Vegas, and Orlando.

Version THAT Role: Creator/Lead Designer/Illustrator (Branding, Illustration, Animation, UI/UX)

Letters from Vincent Role: Illustration Art Director

Version THAT Team: Julia Gorbach (Creator/Project Lead), Brian Chirls (Creator/Technologist), Ryan Price (Design Director), Oscar Ma (Design System), Justin Pearlman (Illustrator), Jenny Pachuki (Writer), Genesis Cuadros, Henry Hochhauser, Nathan Phillips

Letters From Vincent Team: Oscar Ma (Design Lead), Nathan Phillips, Dave Kalvert, Jenny Pachucki, Brian Chirls, Justin Pearlman, Christine Austin, David Korins Design

Version THAT UI/Illustrations

To bring this interface to life, I created a look and feel that felt as if a writer’s journal/sketchbook was coming to life with handwriting, paper, tape, and illustrations. Each drawing includes details surrounding that person, including their work and life. Every author was also given their own font because fonts, much like voices, all have something different to say.

Version THAT Research and Bios

Lots of research was done to choose our six authors, each historically important wordsmiths whose perspectives and unique communication style changed the way people thought about the world. This research not only informed the illustrations, but we thought it important that if people wanted to learn more, they could read about each person in a thoughtfully written bio.

In Action

Some sampling of how these writers and artists might interpret some Beyonce lyrics, for funsies.

 

Van Gogh only sold one painting in his lifetime. However he wrote 900+ well documented letters, most of them to his brother Theo, that has provided readers a window to the world through the eyes of the artist. His letters were the basis of this experience.

Generated Letters

Participants write to Vincent by scanning a QR code in the experience and can write to Vincent in their own time. His response is generated based on each unique participants letter. For example, if he was asked for inspiration in a letter, he may include "I feel a certain calm. There is safety in the midst of danger. What would life be if we had no courage to attempt anything?"

The unique sketches were the result of a flexible design system. An artist hand drew tons of environments and elements in the style of Vincent’s. Each scene was created by layering tons of interchangeable items overlaying background plates. Each layer was tagged for the A.I. to recognize what each drawing was and place in letters accordingly. These are a few sample sketches that were generated.

Letters To Vincent

Letters From Vincent premiered in 15+ cities across the nation and over 100,000 letters written to Vincent in the first few weeks of its premiere. Here’s a small sample of what “Vincent” received.