Studio Ghibli is recognized by lovers of animation, Japanese culture, and cartoons as a benchmark of profound art and symbolism. The aesthetic that made works like Spirited Away, Howl’s Moving Castle, and My Neighbor Totoro iconic now transcends the original creations of the brilliant minds behind the Japanese studio, spilling into stories from our side of the world. It could be a nostalgic memory of our lives or even the latest crude Lula versus Bolsonaro meme reinterpreted in delicate strokes.
The artist leading the studio has already spoken out against this trivialization. As a creator, he conceived works to reach as many people as possible around the world, touching audiences with stories laden with meaning. On one hand, this phenomenon of popularization could be seen as the best thing that could happen. However, no one foresaw this uncontrolled expansion, and the artist was left displeased. A few years ago, it was unthinkable that something like this could occur.
The art that enchanted generations with its simple yet layered drawings was applied with the care of a golden dropper—a precious resource that couldn’t be wasted. Now, this rare and special liquid seems to dissolve into an ocean of mercury: there’s something beautiful in it, but also a metallic, almost anti-human touch. Yet the fact remains that many people were genuinely moved to see their memories brought to life in this aesthetic. The fact that these creations are so well-crafted by artificial intelligence (AI) also draws attention.
AI has been quickly learning to mimic the Ghibli style, which, in a way, is a sign of talent—just as it would be for a human artist in training. But it’s a bit unsettling to realize that this “artist” won’t die as long as there’s electricity on the planet and that, in just a few years, it has absorbed all of humanity’s content at an astonishing speed. Today’s human artists, impacted by AI, might seem like characters from futuristic dystopian plots, with a bionic eye or arm that, while not native to the species, is capable of producing different and unprecedentedly potential-filled results.
Imagine the biggest Studio Ghibli fan—someone who spent hours watching the films, unraveling the deep meanings of the works, and sharing those discoveries. Perhaps they deserved a tribute from the studio, almost as if they were part of that universe of simple, expressive lines. But how much would it cost for the animators’ time to create that drawing? What if it were done for free, consuming energy in a complex of powerful graphics cards, generated almost at no cost? And what about the other fan—the one who wrote a rich, original story, dreaming of hiring Studio Ghibli to bring it to life? Now, they can see their dream come true—like the Lord of the Rings trailer animated for $250 by an AI in the Ghibli style.
What if this trend fully takes off and a “Ghibli Netflix” emerges, featuring only fan-created stories? Indian folklore, Icelandic myths, Northeastern Brazilian cordel literature, Drummond’s poems—all backed by visuals that help our imagination grasp these narratives in a fast, cheap, and accessible format. Even in history classes, major moments could be depicted in this style. One of the secrets to Ghibli’s success is that its art feels universal: less stylized manga and more human.
And what if, in the future, children no longer read books because paper comes from felled trees? Digital platforms storing the world’s history will reside in computer clouds. And since computers will curate everything published online, they’ll naturally present themselves as free of environmental blame.
Conclusion The success and virality of this phenomenon stem from the superior and universal quality of Studio Ghibli’s artists, who sparked the interest of three distinct audiences:
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Those who already knew the works and imagined themselves within that universe;
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Those who didn’t know the studio well but wanted to revisit memories in a new guise;
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Those who jumped on the bandwagon simply because the result is “cute,” like an Instagram filter.
Provocation
How many disruptions are just around the corner, ready to transform other industries and turn everything we know upside down?
I with my little Dachshund “Maggie”
Memory from 2016 revisited – Friends in Copacabana, Rio de Janeiro
