347 years after his death, one of the greatest Masters of all time is brought back to life to create one more masterpiece. But this time, data is the painter and technology the brush: The Next Rembrandt.

The Next Rembrandt is a 3D printed painting made completely out of Rembrandt-data. All of his 346 paintings were analysed using hi-res 3D scans and digital files upscaled by a deep learning algorithm.

Facial recognition and machine learning software was designed to understand Rembrandt’s style and use those learnings to generate new facial features, which were assembled based on his use of geometric proportions.

Finally, a height map was created to mimic Rembrandt’s brushstrokes. The file was brought to life through an advanced 3D printer that printed 13 layers of paint based UV-ink.

The Next Rembrandt, designed from zero’s and ones, was unveiled and exhibited in Amsterdam on the 5th of April.

Knowing that effective data visualisation was of high importance in understanding the background of ‘The Next Rembrandt’ project, we designed a visual style that would serve both the purpose in helping to understand complex data processes, as well as stimulating the viewer's imagination to increase engagement through the story behind creating ‘The Next Rembrandt’.

In a simultaneous process of visual design and animation based on the story’s narrative, we have used artisanally, classical, technical drawings as the base for creating the visualisation style. By using strict rules in creating line graphics (0°, 45°, 90° and arc shaped lines), we have designed and animated visually provoking data visualisations with a high conversion of our data story.

The visual style was pivotal in making the project understandable and appealing over different media. It helped spark a global conversation about the fading boundaries between technology and humanity.

People from all over the world came to experience the unveiling and exhibition in Amsterdam. There the global conversation started.

- The Next Rembrandt was global trending topic, reporting 10 million Twitter impressions on unveiling-day.

- Over 1.400 articles (and counting) were written.

- All major news networks covered the unveiling, commenting on its meaning for future innovations.

- Globally over 1.8 billion media impressions.

- Earned media value: 12.5 milllion euro.

- On launch day Fortune Magazine reported an increase in stock value for ING (ING ^1.22%) and partner Microsoft (MSFT ^ 0.49%).

- After launch, Google reported ING’s Search Interest increased by 61.29% and Microsoft by 20%.

Next to the ongoing global conversation about the meaning for our industry and the future of creativity, there was another fundamental result: the technology developed for The Next Rembrandt is now used for the restauration of damaged and partially lost Masterpieces.

If you want to get the world talking about your brand’s innovative spirit, you have to go beyond existing boundaries.

You have to defy imagination.

The Next Rembrandt brings back to life the Master of Shadow and Light. But this time, data is the painter and technology the brush.

Leaving us with a physical manifestation of ING’s innovation message that, over multiple off and online platforms, was used to invite people all over the world to join the conversation about where data and technology can take us.

It’s the ultimate data visualisation: A Rembrandt painting made from zero’s and ones.

In the campaign assets we used a data visualisation style that made the project understandable and make appealing. It helped spark a global conversation about where data and technology can take us.

Building ING’s reputation as one of the most innovative banks in the world.

Over the years data visualisation has come a long way. From being quite mechanistic to artistic. But never as true art. Data visualisation was mainly about making data look more beautiful.

The Next Rembrandt fundamentally changes this conception.

The Next Rembrandt is a project that answers to ING’s challenge to bring the innovative spirit of the bank to their sponsorship of Dutch arts and culture.

In order to build their reputation as one of the most innovative banks in the world, they combined the worlds of arts and algorithms, resulting in The Next Rembrandt.

It takes perhaps the highest form of creativity – fine art – and demonstrates how it can be beautifully re-born with simple zeros and ones.

The work raises provocative questions for our industry to consider, and even for the wider world of art and culture to ponder too.