La Monnaie and Base Design win gold at the Creative Belgium Awards

For 17 years, La Monnaie has been developing its campaigns in collaboration with Brussels-based Base Design. For the current season, we investigated how the central theme — the inevitability of ‘Fate’ — could be appropriately translated in the accompanying visuals and found the answer in a deliberate loss of human control over their creation. La Monnaie content writers and dramaturges reduced the plot of each opera to a single tagline, which was then fed as a prompt to artificial intelligence programmes. The result was a seemingly endless variety of images, a creative dance with the invisible forces that increasingly rule our world. Not to definitively eliminate the human artist, but to open the debate on how this new tool should be handled appropriately.

For this innovative concept, which has its counterpart in the campaign for the new 2024-25 season, La Monnaie and Base have now won the first prize in the Design category of the Creative Belgium Awards, one of the most important prizes in the creative sector.