Tag Archives: experiment

Gatorade’s G Active: Water Made Active

Production agency Unit9 teamed up with TBWA/CHIAT/DAY and Gatorade to create an ad for their new low calorie electrolyte water, featuring a “true-to-life water athlete, animated it in mid air, and caught on camera.” 

Film director Cole Paviour was inspired by the work of Shiro Takatani to create this incredible million dollar experiment in the space of just 10 weeks:

Our custom-made “rain rig” dripped water in complete sequence and harmony. It recreated the figure of a real athlete in a liquid animation. Each unit contained 64 litres of water, with 8 units running at any one time. This meant we used half a tonne of water to bring the whole system together.

gatorade

This incredible creation was made by firstly capturing a human athlete running, jumping and kickboxing, then using that data the software told the the water rig when to turn the nozzles on and off, using over 2000 switches. The life-like human shape was brought to life by using flash-lighting to illuminate and ‘suspend’ the water droplets in mid air (above), so each frame had a microsecond accuracy. “As a result we transmitted an entire layer of data through the entire system in just a microsecond. We had to take each frame and process it in two ways. First of all to squash it, to compensate for gravitational acceleration, and second to slice it. We stored the data for each frame in a controller unit and triggered it using the camera.”

You can view BTS footage here:

I recommend reading more about the Director here, and you must watch the entire ad in all its HD glory. Essentially, it’s an incredible 3D liquid structure created through software that I can only imagine ever understanding. What a project!

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Heart vs Mind: What Makes Us Human?

Heart vs Mind: What Makes Us Human?

Just watched this amazing documentary!

The beginning was very interesting where scientists and museum experts explained the role of the heart throughout society, from Egyptians to philosophers and doctors. It’s wonderful how far research has developed.

It’s strange how the majority of speakers in this documentary kept on saying how most people just see the heart as a pump, but I’ve never thought of it like that. I’ve always thought that the heart and the brain work together (the brain being dominant, of course), because I’ve felt a link myself. I’ve felt heart flutters when I see my boyfriend, I’ve felt heart pain when grieving, being upset or ‘heart broken’. I’ve also always believed that one can die of a broken heart.

The beginning of the documentary, however, did make me think more about my heart and how it works. To be honest, I’ve never really thought about it much before, and the importance of its role, but seeing a live one beat and being shown the workings of the heart was extremely interesting. It made me want to take better care of my heart!

The part about the heart also having neurones was fascinating. Seeing as the brain has neurones, which we associate with neurology – information, senses etc, it’s amazing that the heart has neurones too. For me, that’s pretty evidential that the heart has some involvement with how we think.

Anyway, I could carry on, but I don’t want to ruin it! Highly recommend this documentary, even if you do not know much about the body, the heart, psychology…

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