TheFork
An AI-generated NFT award for the TheFork Awards 2022, art-directed by Giuseppe Lo Schiavo.
Project overview
The TheFork project was delivered through Bloxi as part of its collaboration with Marketing Multimedia, now TIG — The Innovation Group. For the fourth TheFork Awards we helped create an AI-generated digital prize under the art direction of Giuseppe Lo Schiavo (GLOS), delivered as an NFT to the People's Choice Award winner.
I managed the project end to end: the client relationship, proposal, coordination across art direction, production, suppliers, NFT technical work, communication and final delivery.
At the press conference, held at the il Viaggiator Goloso venue in central Milan, I spoke about NFTs and digital art alongside Gerry Scotti and in front of a substantial press audience. It was the most significant personal moment of the project: translating an unfamiliar subject into accessible language in a highly visible public setting. That evening at IBM Studios, Gerry Scotti hosted the gala dinner where Rome restaurant Pulejo received the People's Choice Award.
TheFork feature
TheFork Awards 2022 — every award and how they look to the future
Official coverage of the fourth TheFork Awards edition, including a mention of the NFT prize signed by GLOS.
See the workChallenge
Shape a special prize for the TheFork Awards 2022 that would speak of the future: a symbolic, one-off object aligned with the edition's keyword, weaving together brand, signature dining and new digital languages.
Solution
A digital artwork generated with AI algorithms, art-directed by Giuseppe Lo Schiavo (GLOS) and delivered to the winning restaurant as an NFT. A cultural award that brought AI art and digital collecting onto the stage of Italy's top dining scene.
Impact
- •The official People's Choice Award at the TheFork Awards 2022
- •The project featured in TheFork's official blog coverage of the event
- •The first integration of AI art and NFTs in Italy's premium brand-and-dining space
- •Public explanation of the NFT language to press and guests at the press conference
Delivery process
Concept & partnership
Working with TheFork's digital communication team to define the award concept, the role of AI art and the partnership with GLOS on art direction.
Art direction & production
Coordinating the production of the AI-generated artwork under Giuseppe Lo Schiavo's direction, from creative inputs to the final piece.
NFT mint
Preparing and minting the artwork as an NFT, handling the technical aspects and curating the digital handover to the winning restaurant.
Press conference & award
Speaking at the TheFork Awards 2022 press conference alongside Gerry Scotti, publicly framing the NFT project, and supporting communication during the gala dinner.
Team
- AB
Andrea Bellati
Project Manager & Speaker
- GL
Giuseppe Lo Schiavo (GLOS)
Art Direction & AI Art
- TF
Team Digital TheFork
Marketing, communication & event
- IG
Identità Golose
Dining partner & jury
