Archetype AI

Archetype AI is developing a first-of-its-kind AI model that understands the physical world.

Communicating new technology is hard.

I designed the core props for Archetype's launch video, seen above, and contributed script treatments and feedback.

The lab-like frame moves the viewer's attention up from computer screens into the real world. The multiple screens break out the major components of the AI pipeline. The aesthetic and visual language reflect Archetype's research status and the model's ability to operate in our human world.

See the full video on YouTube:

Archetype AI: Helping humanity make sense of the world with Physical AI

Process

My earliest sketch was a translation from a technical deep-dive I received from the team.

The props needed be functional and have a strong aesthetic, yet adaptable during the shoot and useful for real work. A complication was that we were in London and the Archetype team in Palo Alto. So the kit of parts was designed to be shipped and easily assembled.

I collaborated with technologist and designer Tom Armitage