Sia Nan, Art Director, Publicis Groupe Japan
UNLABELED – Camouflage against the machines

“We live in a world where artificial intelligence is a reality, and experiential is a brand currency everyone wants a piece of. But is this immersive or just plain intrusive? UNLABELED is more than just a fashion brand, it is a social experiment that reminds us about responsible digitization. It’s particularly relevant in Japan, where AI-enabled surveillance is almost always undercover. This idea creates awareness around the impersonal side of personal data, where humans are often reduced to codes and numbers. It is a collaboration between Dentsu Lab Tokyo and Keio University.” dentsulab.tokyo/en/works/unlabeled-camouflage-against-the-machines Keio University.”

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