Five attempts to read the mind of a generative AI:
From an idea by Fuego Camina Conmigo, we designed the experience and built pictle.ai: the daily game that challenges you to guess the prompt behind each image.
A passion for digital technology and the wish to bring artificial intelligence closer to people: that is what drives the creative agency Fuego Camina Conmigo, with whom we created pictle.ai. Each day the game shows a new series of images generated with Midjourney, and the challenge is to guess the text — the prompt — that inspired them. The same puzzle for every player, a new one each morning: the mechanic that made Wordle popular, taken to the place where words become images.
We took on the user experience and the complete development of the game, from frontend to backend. We designed how it is played before we programmed how it works: an experience built for mobile, understood without instructions and resolved in less than a minute — the images, the attempts, the hit you want to share. And we built the machinery that holds it: a new challenge synced every day for every player in the world, each guess checked against the original prompt, and an experience that cannot fail when thousands of people arrive at the same time. A daily game lives on its punctuality, and punctuality is a matter of engineering.
What began as a Christmas gift for the agency’s clients — with a limited physical edition — grew into a digital game open to everyone, with no sign-up and no barriers. The project is itself an exploration of the new technologies that are transforming design and creativity: a playful way to get familiar with a context that splits the field between those who see AI as a prodigious tool and those who see it as a threat.
To introduce pictle.ai, Fuego Camina Conmigo made an audiovisual piece that is itself a round of the game: a film generated entirely with artificial intelligence. The agency started from its own material — video, photography, 3D and animation — and reinterpreted it with AI, using prompts inspired by classical painters. The material was then edited frame by frame and assembled by hand, looking for a craft feeling that contrasts with its synthetic origin. The piece won Bronze at the ADG Laus Awards, in the Animation, Motion, VFX and 3D category.
Fuego Camina Conmigo presented the game with a film made entirely with artificial intelligence.
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