A-eye or human eye?

Created by Innocean Berlin, these five thought-provoking films for the Robert Capa Contemporary Photography Centre in Budapest promote the world's first permanent exhibition of the photography legend and gallery namesake.

Capa was a Hungarian American war photographer and photojournalist recognised for his works capturing extraordinary events: from the Spanish Civil War to the founding of Israel in 1948.

The exhibition comprises a selection of powerful photographs taken by Capa juxtaposed with versions produced by an AI image generator that was fed a description of the original photo.

In the main film, Capa’s celebrated WW2 photo of a shaven-headed woman in a crowd being followed by a police officer is placed alongside a poorly executed AI iteration. 

Capa believed that the photographer's mission was to be right next to the action, witnessing life as it happened. He once said: “If your pictures aren't good enough, you aren't close enough”. The campaign leans into this belief, highlighting the importance of the photographer’s interaction with real-life situations – something AI can never replicate.