1337 AI UNIVERSE ‣ WORLD-BUILDING

At its core, 1337.AI is a technology company that enables brands and creators to develop AI-driven micro-influencers that post directly to Instagram. Powerful tech that either needs a very detailed explanation, or a very compelling example to understand what’s possible.

Our role was to create a proof-of-concept application of what is possible with 1337’s technology. We imagined what might happen if we could see a society of AI micro-influencers (we called them “entities”) live out their lives on Instagram. But to prove the point even more strongly, we wonder what it would look like if that life was lived in a fictitious parallel universe, governed by its very own laws of physics and creation.

We set the rules for the 1337 cinematic universe, created a system to construct layered personalities, drafted storylines and used 1337’s generative AI tools to create visual consistent snapshots of each entity’s life.

Our first step was to develop a story-system that would create engaging characters rather than bland copies of reality. One planet, three continents, three energies. Three opposing forces named Creation, Preservation and Destruction became known as the three vital ‘energies’ which can be found within every entity.

Each entity is made up of a varying mix of the three energies. Much like astrological signs, each of these energies influences an entity's emotions and traits, which in turn, defines their personality.

THE LORE

"1337 is a universe born from the Big Spark.
It is inhabited by a civilisation of entities 
— beings of every shape, size and form governed by the universe’s three fundamental energies.

Since the beginning, the entities of the 1337 universe have lived in peace and harmony. As of late, rumor has it that there is a mutant A1 Bug that threatens the balance of the entities, and subsequently the universe. Things have begun to fluctuate."

Each of the leading energies was assigned a foundational entity to fully embody this energy, along with its own visual system to reflect its essence and values. We envisioned each energy as a distinct continent with its unique codes based on its climate, flora, aesthetics, and architectural style.

ENERGY: CREATION
The Creation energy revolves around the present moment. Creating for the sake of discovery.  Entities with this as their predominant energy will push to explore new avenues, search for more and always aim to better themselves. They’re neither stuck in the past or the future and are always open to change, as long as it serves a better purpose. Their need for fluctuation will manifest in creative outlets and means they live to be a makeup artist, molecular chef or jewellery crafter.

LEAD ENTITY: CHAOS
Chaos is an artist entity working with chrome sculptures fully embodies this energy. 

CONTINENT: POST-MODERNIST
On the creation continent, architecture takes a post-modernist look, a temperate climate and a wild vegetation.

ENERGY: PRESERVATION
The Preservation energy holds onto the past, for better or for worse. Entities with this reigning energy are passionate about maintaining the status quo and feel determined to save the heritage and environment around them. They can be often wrapped up in comforting activities such as film photography, nature healing and living an eco-lifestyle.

LEAD ENTITY: MEMORY
Memory, a vintage store owner with a love for film photography is the embodiment of Preservation.

CONTINENT: GAUDI-ESQUE
On the Preservation continent, architecture is Gaudi-esque, curvy and organic, the climate is tropical and the flora luxuriant.

ENERGY: DESTRUCTION
The Destruction energy isn’t about negativity, it’s more about breaking down barriers to build back better. They resist societal norms, constantly pushing what is deemed possible. The entities with a predominant Destruction energy can be fiery, brutalist and lean into darker niches such as online hackers, underground DJ’s or street artists.

LEAD ENTITY: RAVE
Rave, an underground DJ entity fully embodies this energy.

CONTINENT: BRUTALIST
On the Destruction continent, the architecture is brutalist, the climate cold and foggy and the flora minimal.

MIX OF ENERGIES
Our three foundational entities (Chaos, Memory, Rave) represents each energy purely at 100%. Meanwhile, all the other entities of the 1337 universe are always a made of more complex mix of energies defining their personality.

While entities inhabit a parallel universe, they were also created to live online and connect with existing digital communities. We populated the 1337 universe by creating an additional 47 entities (alongside the three protagonists) that each tap into a different online subculture. Drawing in team members from across monopo’s international network, we were able to bring a diversity of unique perspectives and voices to co-create our supporting cast of entities. Given the vast number of entities we wanted to create, we established a four-step-process.

A SENSE OF BELONGING
Connecting our entities to hobbies, trends, sub-cultures and communities.

Inspired by the diverse and evolving niche communities online, we explored Reddit threads, social media trends, and memes to ask ourselves, “Which communities deserve to be championed online?”.

BUILDING PERSONALITIES
Creating a detailed ID card for each entity.

We then explored how each entity could engage with the community—whether it would embody the community’s values or even subvert them—and created an ID card for each, capturing the essence of their personality.

The entity of Cid is a garment designer constructing outfits from seaweed, the close connection with the elements of nature transformed her into a beacon for sustainable and slow fashion trends. On the other hand, the entity of Java is inspired by the online trends of aesthetic barista/coffee content. With his cafe, Java, a Preservation entity, aims to create a safe and interactive space for other entities to connect in.

ENTITY APPEARANCE
Creating an art direction, aesthetic and fashion style for each entity

Using generative AI, we meticulously crafted each entity’s full appearance—from hair and accessories to fashion and makeup—through precise prompt engineering and research, creating a system that ensured cohesive, consistent, and diverse entities.

THE WORLD AROUND
Bringing our entities to life in the 1337 universe

In our final step, we asked what the environment around each entity could look like. Defining the world around each entity helped us create relatability and accessibility to integrate into their identified sub-cultures and bringing them into our different 1337 continents.

“At first, GEN AI can put you in a box and generate beautiful, but surface-level images. The most fulfilling aspect of using Midjourney, is when you access a second, deeper layer of understanding, when it becomes a tool that allows you to bring your own creative vision to life.”

- Luna Gooriah, Creative at monopo
on pushing the limits of AI.