THE DIGITAL EDIT: SEPTEMBER
SEPTEMBER
Welcome back to The Digital Edit?– our monthly newsletter focused on making sense of the ever-changing digital landscape. Each month, we’ll distill some of the most notable happenings as well as their wider implications: how they might affect us, the industry, and beyond. We'll also share some of our very own Camron-led digital campaigns and activations.
DIGITAL CAMPAIGN SPOTLIGHT
In Canadian artist Fran?ois Brunelle's recent photography series entitled "I'm not a look-alike!," pairs of look-alikes from around the world are photographed together in black and white wearing matching outfits. This digital doppelg?nger project has not only been a hit on social media but has also garnered attention from scientists such as Dr. Manel Esteller who studies?genetic relationships at the Josep Carreras Leukaemia Research Institute in Barcelona.?
Dr. Esteller and his team recruited 32 pairs of look-alikes from Brunelle's project to participate in a study in which they took DNA tests and completed questionnaires about their lifestyles. Using facial recognition software to quanitfy the similarities between each pairs' faces, researchers found that 16 of the 32 pairs achieved similar overall scores to that of identical twins. Upon conducting a DNA test, Dr. Esteller found that the 16 pairs of doppelg?ngers who were "true" look-alikes shared significantly more of their genes than the 16 pairs that the facial recognition software deemed less similar. Dr. Esteller's findings and the Internet's fascination with Brunelle's photographs of doppelg?ngers suggests a yearning to find similarities that connect us as a human race.?
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