Tom Wright has come aboard visual studio Ntropic as managing director, North America, teaming with founder Nate Robinson to guide the company across its L.A., New York and San Francisco offices. Formerly sr. VP/director of integrated production at twofifteenmccann, Wright while there worked on the 2011 Silver Cyber Lion-winning Help Remedies campaign as well as the Halo4 launch and the TED-honored Xbox Kinect Effect work. His experience also includes executive roles working with brands such as Jeep, Ray-Ban, Sprint, Hewlett-Packard, Ford and Coca-Cola.
Wright will guide the strategic direction, growth and development of Ntropic’s creative production offerings. His management acumen will also allow Robinson to focus solely on creative projects. Robinson cited Wright’s agency perspective, intellect and his understanding of creative cultures as attributes making him the right person to further “elevate Ntropic as a company and a brand, and to open us up to the opportunities of an evolving industry.”
Wright said that among the elements attracting him to Ntropic were its ensemble of established and emerging artists, three North American offices that share a creative culture and focus, and the ability “to create engaging content for any platform.”
Ntropic’s recent projects include working with artist Marco Brambilla on his latest 3D video installation “Creation [Megaplex],” which opened as a solo exhibit in New York. The studio also recently partnered with Team Detroit on a web campaign for the new Lincoln MKZ luxury sedan. The campaign was shot on location in Spain’s City of Arts and Sciences, and included the creation of three CG heavy films for the Lincoln MKZ site, along with other cross-platform uses. Other Ntropic projects include CG automotive work for Buick Lucerne and LaCrosse, and a new live action and visual effects campaign for Franklin Templeton.
AI-Assisted Works Can Get Copyright With Enough Human Creativity, According To U.S. Copyright Office
Artists can copyright works they made with the help of artificial intelligence, according to a new report by the U.S. Copyright Office that could further clear the way for the use of AI tools in Hollywood, the music industry and other creative fields.
The nation's copyright office, which sits in the Library of Congress and is not part of the executive branch, receives about half a million copyright applications per year covering millions of individual works. It has increasingly been asked to register works that are AI-generated.
And while many of those decisions are made on a case-by-case basis, the report issued Wednesday clarifies the office's approach as one based on what the top U.S. copyright official describes as the "centrality of human creativity" in authoring a work that warrants copyright protections.
"Where that creativity is expressed through the use of AI systems, it continues to enjoy protection," said a statement from Register of Copyrights Shira Perlmutter, who directs the office.
An AI-assisted work could be copyrightable if an artist's handiwork is perceptible. A human adapting an AI-generated output with "creative arrangements or modifications" could also make it fall under copyright protections.
The report follows a review that began in 2023 and fielded opinions from thousands of people that ranged from AI developers, to actors and country singers.
It shows the copyright office will continue to reject copyright claims for fully machine-generated content. A person simply prompting a chatbot or AI image generator to produce a work doesn't give that person the ability to copyright that work, according to the report. "Extending protection to material whose expressive elements are determined by a machine ...... Read More