ARTICLE: It's A Floam World! Mirror Mirror talks to Leilanni Todd about her use of AI and generative technologies.

Leilanni Todd is a creative director with two decades of experience in advertising and fashion. She is on top of AI, 3D media and other new technologies. For the conceptual platform @floamworld she combines digital video and still images with social issues. Todd's clients include fashion and beauty brands, tech companies, media and celebrities. From Apple, Google, YouTube, Squarespace, MAC Cosmetics, to The New York Times, Victoria Beckham and Winona Ryder.

How personal is Floam World? Or do you consider it more of a ‘project’ to showcase your skills?

Actually both. The project partly serves as a commentary on, for example, climate change, consumerism and the complexity of beauty amidst decay, technology and women’s experiences with the male gaze . On the other hand, my focus is on experimenting with new digital techniques and exploring visual concepts.

What does the term Floam refer to?

It's a self-invented word. Later I realized that the name is similar to toy slime. In my context, Floam is related to generative AI: it's malleable, unreal, and embodies a sense of playfulness and fun – which it happens to have in common with the toy.

Furthermore, I am fascinated by themes such as buoyancy and other properties of water. There is a subtle message about climate change: if we are not careful, we may all have to 'swim with the fishes' in the future. Floam is consistently characterized in my creations by its inflatable, plastic-like texture, which adds a playful dimension to the serious underlying message.

When I launched @floamworld in the spring of 2023, it was set in a futuristic, alternate reality. The first posts focused around women, depicted as sisters, and Floam creatures as their caretakers. My initial idea was to create an entire universe around this story. However, I quickly realized that I wanted to explore and express more, through different ideas. Certain themes from that early concept keep coming back though. Like the inflatables, floats, fish and other creatures. My past experiences running a swimwear line still influence me: I find myself drawn to water and the creatures that live there.

When is something 'Floam' and when not?

The Floam style is graphic, playful and surreal. My ambition is that every image is a visual delight, because of the textures, landscapes, compositions or design. But it can also resonate on a deeper level and evoke emotions that make the viewer laugh out loud, for example.

Hair – as on the head – is ‘big’ in your stories. Where does this obsession with hair come from?

Hair fascinates me because of its powerful symbolism and the messages it conveys. I am particularly intrigued by its role in gender categorization, such as the common stereotype that short hair is for boys and long hair is for girls. In a playful way, I explore the degree of femininity that can be achieved with voluminous hair and all the messages that come with it.

Let's say you're doing a casting for a real life Floam production. What would the brief be for the modeling agency?

I would ask: find a diverse cast of talent with interesting facial features. I like faces that don't conform to the typical beauty standard.

A while back you posted a Miu Miu campaign. Underneath you wrote: ' a dream fashion collaboration' . How serious are you?

Oooh, I would love to work with Miu Miu. I never contacted them, but Miuccia if you are reading this: call me! The concept behind this dream assignment is to explore our deep connection with technology. By using oversized, outdated technology as accessories and clothing items in the campaign, I wanted to emphasize the influence of technology on our lives.

You've probably also noticed the inflation trend, with Rick Owens's pair of inflated boots for example. Why is this interesting in this day and age?

Yes, I saw them too: Rick Owens' Floam boots! Haha. I think this trend will definitely develop further. It's a reaction to the political and ecological problems the world has been facing in recent years. The trend also reflects the absurdity and surrealism of current reality. There's a growing desire for escapism and people seem to embrace the absurd as a way to deal with reality.

Let’s talk about AI. Why is it the perfect medium for you?

As a creative director with a background in art direction , a significant part of my job is researching and ‘building’ image boards before executing a concept. I’ve seen hundreds of thousands of images in my career. AI makes that process so much easier, more fun, more personal and faster. I’m obsessed with images.

Do you understand the resistance of creatives to AI technology?

Yes. It's a typical reaction to any innovation. There's always an old guard that resists change, or people who haven't tried it yet and are influenced by the media. This is reminiscent of the introduction of the digital camera, which initially upset traditional photographers.

At the moment, AI technology is still in its infancy and is evolving daily. I think it is neither photography nor film; it is a whole new artistic medium and a fresh way to express creativity. Just as anyone can take a photo, it is the storytellers who really stand out by creating compelling stories.

Do you find that photographers have moved to creating with generative AI? Countless photographers are now integrating AI into their workflows, which is exciting. It shows that generative AI is not a replacement, but a creative tool that can enhance other mediums.

I recently read an article about an agency (The Clueless) that created a lifelike virtual influencer, Aitana Lopez. Is it challenging for you to create an AI influencer?

It could be fun, but it feels gimmicky and offers little more than a novelty factor. Also, I think too much fakeness leads to public skepticism. I understand that brands love this method for the potential cost savings, but I think people still crave a human element in these experiences. I could be wrong!

In a previous life you were a fashion designer. Does that help with what you do now?

My fashion background is incredibly useful. Especially when creating images using AI with text prompts, my knowledge of fabrics helps. Asking for a design in 'taffeta silk' or 'charmeuse silk' can produce a significantly different image. The more descriptive a prompt is, the better the results.

My experience in art direction also has many advantages. Understanding the key principles of art and design, such as creating an interesting composition, manipulating scale and proportions, and selecting the right color palette, is essential.

I don't miss running my own fashion business, because of the challenges of staying afloat, the issues with producers, customer preferences and seasonality, not to mention the need for a financial buffer. But I still love fashion. I enjoy creating my own AI-generated images. If Miuccia Prada approached me, I would jump at the chance to design for her.

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