In 2018, the American “Time” magazine included her in the list of the most influential people on the Internet. In 2019, she posed for the camera with supermodel Bella Hadid (24) in a sexy Calvin Klein campaign. Three million people follow her on Instagram: Miquela, 19, from Los Angeles (USA).
But she is no ordinary girl. It’s a robot. At least that’s what she calls herself. Other terms for your “genres” are: avatar or default effect. These are artificially created virtual people who are usually at home in a virtual world. But thanks to the latest technology, the boundaries between the worlds in which they move are becoming increasingly blurred. become more tangible for humans. But how does it work?
«Transmediales Storytelling»
If you look at Miquela’s channels on social media, she seems to be a completely natural influencer: photos of fashion, recipes, magazine covers, selfies with real fellow influencers, corporate collaborations, and much more. Only: not real. Behind them is Brud Agency, a team made up of real people. “Transmedia storytelling” is the name of their work. Nicole de Ayora is the Director of Content at Brud. “The special thing is that we tell a story in multiple formats at the same time,” she explains.
Annika Kessel (38 years old) is the Managing Director of the Swiss company Transmedia Cosmiq Universe. The first Swiss avatar to come from her home: Leya Love, who is currently in the North Pole with light artist Gerry Hofstetter. “Compared to human influencers, virtual characters have an advantage: they can be created in many ways and can be anywhere in the world in a matter of seconds – with relatively little effort,” Kessel explains. Part of the recipe for success is that they can do things that humans cannot do.
“Inspiration rather than influence”
A team of 55 people works behind Leya Love: Community Management, which takes care of social channels, designers and concept developers, as well as technical support. Designed by and brought to life by artists, Love has also worked on David Cameron’s Avatar – Departure to Pandora. Their appearance and personality are based on studies showing facial and personality traits that attract many people and ethnic groups around the world.
Unlike most avatars like Mikaela or first digital supermodel Shudu Gram, Leya Love isn’t used as an influencer who sells stuff – there’s hardly any commercial collaborations on her channels. She is a virtual ambassador for #WorldAwarenessMovement. Your goal is to bring more love, awareness, and sustainability to the world. “Inspiration rather than influence,” Kessel says.
