ING asked J Walter Thompson Amsterdam to create a campaign that married its innovative spirit with the company's sponsorship of Dutch art.
The agency decided to let a computer paint a Rembrandt. JWT created a program that analysed Rembrandt’s work to suggest a subject (a white male aged 30-40, dressed in black). Facial-recognition software was then used to analyse the artist’s paintings and study their use of geometry to create a new piece. JWT worked with Microsoft, Delft University of Technology, the Mauritshuis and Museum Het Rembrandthuis on the project.