Over some years, I've often had the opportunity to participate in work for perhaps a somewhat controversial, but highly interactive and fun to work with client, JTI. In this case, our task was to create something that would spark creativity and instinct on their community platform.

The Idea was to give users the tools to create a super iconic collage with recognition value. Step by step, users quickly and instinctively decide between fields of terms, based on which an individual collage is created in the background. The art-generator leads the user through eight decision steps. In each of the steps, the user is confronted with the choice between two concepts. For the result to turn out instinctively, the user gets a maximum of three seconds to make his decision. The generator then, translates every decision into an element of a collage. The user gets to see the collage only when he has completed all eight steps. When finished, the collage is posted onto the Instinct Art Gallery.