Last week in Ho Chi Minh City, the lines between art, code, and commerce blurred in the most electrifying way. Creative agency Orès Collective unveiled AIgorithm, a new platform that explores the creative potential of artificial intelligence — not just as a tool for automation, but as a collaborator in storytelling, branding, and innovation.
Held at Studio 229 Production, the launch event brought together artists, technologists, and brand leaders for an evening of immersive exploration. AI-generated visuals, interactive installations, and experimental soundscapes filled the space, offering guests not just a look at what AI can do, but a tangible experience of how it feels when creativity meets code.
“We’re not just playing with AI,” said Pierre-Etienne Minnens, Asia Director at Orès Collective. “We’re structuring a new creative ecosystem.”
And that ecosystem has three clear goals: raise awareness about AI’s creative potential, act as a curator connecting AI artists with commercial partners, and position Orès as a pioneer at the frontier of AI-driven creativity.
From Hype to Human Impact
While artificial intelligence has made headlines in nearly every industry, its role in art and storytelling still sparks debate. AIgorithm seeks to ground the conversation not in technical jargon, but in lived experience.
“There’s still a gap between the hype around AI and what it can actually do creatively,” Pierre explained. “AIgorithm aims to close that gap—not with technical explanations, but through experiences. When people see or interact with these works, they feel the potential. That’s more powerful than any keynote.”
The curated showcase highlighted this sentiment. Attendees were invited to engage directly with works created using machine learning, challenging their assumptions and sparking critical questions around originality, ethics, and authorship.
“This isn’t just about showcasing impressive visuals,” Pierre noted. “We want to create meaningful collaborations where AI becomes a tool for storytelling, not just a visual trick.”
Collaboration at the Core
A key part of AIgorithm’s DNA is its emphasis on connection. Instead of building everything in-house, Orès Collective is fostering a network—one that supports emerging AI artists and helps brands take creative risks.
“The balance comes from collaboration,” Pierre said. “We’re not trying to do everything ourselves—we’re building a network. We scout and support artists who are experimenting with AI in meaningful ways, then connect them with brands who are ready to take creative risks.”
This approach isn't about using AI for the sake of novelty; it’s about giving the technology conceptual weight.
“Many brands want to talk innovation, but few know how to do it authentically,” Pierre continued. “By pairing them with AI artists, we create collaborations that aren’t just cosmetic—they’re conceptually strong. The AI isn’t just a gimmick; it becomes a storytelling tool.”
Beyond the Launch
Looking ahead, AIgorithm is set to become more than just a platform—it’s a movement. The next phase includes hands-on workshops that bring together AI creatives and brand partners, fostering real-world applications and deeper conversations.
Complementing this, a documentary titled UNSCRIPTED will chronicle the project’s evolution, offering behind-the-scenes glimpses into the creative process, the technology, and the human stories behind it all.
When asked what success looks like, Pierre didn’t point to metrics or viral campaigns. Instead, he envisioned something deeper:
“Success is when the AIgorithm name is synonymous with bold, beautiful, and thought-provoking work. When brands come to us not just for campaigns, but to explore new creative territories. And when artists see us as a real partner.”
The response so far has been telling.
“The level of curiosity. People want in. Not just to watch, but to contribute, to experiment,” Pierre reflected. “That’s the best signal we could hope for.”
With AIgorithm, Orès Collective has created more than a product launch—it has opened a portal into the future of creativity. One where art and algorithm, intuition and innovation, don’t compete—but collaborate.
