Tag Archives: technology

Wang & Söderström |Sneakersnstuff x adidas Originals

Creative studio Wang & Söderström are Copenhagen based digital designers who explore the combination of physical elements, technology and material. Commissioned by Sneakerstuff x adidas, the duo created a campaign for the release of the ‘EQT Materials Pack’ focusing on the diversity of materials in the shoes by zooming in to the shoe on a “macro level”:

The campaign included the animation (above) and store implementations in Sneakersnstuff’s Paris and London stores. For the digital aspects, they used 3D software such as 3ds Max, Vray and Modo, and extracted aspects of the physical shoe materials to inspire the concept:

upload-922abbd0-a235-11e7-a8d2-d7f7952dec86upload-a9756920-a235-11e7-a8d2-d7f7952dec86

The brief was quite open and we are happy that our aesthetic wasn’t compromised — we shared the same vision as the client from the beginning. The inspiration to the brief came from one our personal projects called Treasures a series that shows contrasted material collections in a still life staging. We wanted to present a visual language that mixes our own, the shoe’s and Sneakersnstuff’s universe.

sns-wang-soderstrom-spoco-itsnicethat8sns-wang-soderstrom-spoco-itsnicethat7sns-wang-soderstrom-spoco-itsnicethat6

This aesthetic and colour palette is very similar to campaigns I’ve posted about before, such as the Nike and ManVsMachine campaign. I love this style – it’s a really popular design trend as more designers are exploring 3D design.

Advertisements
Tagged , , , , , , , , , , , , , , , ,

You are streaming consciousness: Three

Creative company Gravity Road were commissioned by Three to create an ad for their campaign “Go Binge”, which explored findings from an extensive consumer research survey around the bingeing behaviours of the UK (The Binge Files). 44% of people aged 16-24 years old watch more than an hour of streamed content on their phones daily and 46% binge because they can’t wait for the next episode. With these facts, Gravity Road created a (hilarious) short film parodying people’s streaming addictions, and despite the research insights this binging culture is constantly being discussed on social media and in memes.

Three’s deal allows binge-obsessed customers to stream films, TV shows and music on popular streaming services (e.g. Netflix, TV Player, Deezer and SoundCloud) without the fear of exceeding their data limit. Directed by the multi-award winning director Tom Geens, the short film is set in an eccentric electronics store, where the store owner hosts secret ‘Binge classes’ after hours. The owner encourages people to become more in-tune with streaming and love their devices, to help them achieve a higher stream of consciousness through activities like chanting “Stream in, and stream out, I love my device, the device is me…”. Hilarious. This is definitely one of the best UK ads I’ve seen this year.

Tagged , , , , , , , , , , , , , , ,

TrueView: Date Series

Creative agency Feed Me Light have teamed up with dating app TrueView for a quirky animation. FML created a series of animated shorts for the new dating service based on the sad fact that dating apps make finding love far less romantic and far more scary:

Labeled the ‘Undateable Suspects’, the series was developed based on a set of characters that had been created from real research on the dangerous individuals you encounter whilst looking for love online. FML’s 3D artist Remy Dupont brought these characters to life, including the likes of Billy Bad Chat, Six Pack Stu, Two Faced Tony and Dirty Pics Derrick:

2bb3a5d7b25db98

Tagged , , , , , , , , , , , , , , , ,

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!

Tagged , , , , , , , , , , , ,

First Instagram Ads: Yay or nay?

Ad agency Wieden + Kennedy were commissioned by Instagram to create the new (and first ever) ads for Instagram. The Amsterdam offices created “Stories Are Everywhere,” for the Instagram Stories campaign – Instagram’s first global campaign – with the aim to promote features such as live video, brushes and stickers.

Reflecting how the platform behaves, the campaign’s executions are intended to inspire and excite the audience about the many possibilities available to express themselves. Film content presents small, unexpected moments that are instantly sharable and dynamic outdoor is contextual to the user’s environment. Within the Instagram app, function drivers educate users about the array of features. These executions playfully work together to remind users that Instagram Stories is the place to share life’s highlights and all the casual, everyday moments in between.

The campaign was shot on an iPhone, using just the Instagram app:

slider_slider_v3_vertical_party

However, the short films showing a juxtaposition of professionally shot footage and “homemade” style footage, does not work for me. They appeared at the Insta Stories Festival in Cologne, Germany last month:

//players.brightcove.net/377748811/BkeObTWBe_default/index.html?videoId=5379447500001

Praised for celebrating the diversity of expression, they aim to release 20 to 25 films by the end of the campaign, with over 270 billboards and guerrilla OOH, appearing on train stations in Philadelphia and Milan. The concept and the print ads work nicely, but for me the short films above looks like some weird montage. What do you think?

The film compilation is a nay from me! The rest of the campaign – meh. Disappointed as a huge Instagram user and fan.

Tagged , , , , , , , , , , , , , , , , ,

Nike | Go Lighter, Go Longer: ManvsMachine

I’ve been a huge fan of design and motion studio ManvsMachine for years, and their latest award winning project for Nike goes to show that they’ve undoubtedly still got it! Winning the only UK design studio gold at Cannes Lions 2017, they explored the created a “metaphorical exploration of air and the negative space it occupies”.
The campaign was created for the new Nike Air Max, exploring negative space with a colour scheme I’ve totally fallen in love with.

The designs work flawlessly as both a motion piece (above) and as 2D images (below). The campaign has been executed across numerous mediums including social media, DOOH, billboards and product packaging. I am obsessed.

nike_am17_tease_jd_womens_donut-copynike_am17_retail_jdmens-copy-bam17_av_10am17_av_11

 

Tagged , , , , , , , , , , , , ,

Volkswagen: Laughing Horses

I’ve discovered a gem – an ad for VW’s ‘Park Assist’ feature from their Tiguan model campaign (2016). The advert is by Grabarz & Partner (Hamburg), and proves that there’s no excuse for boring car ads!

There’s an interesting post which mentions how the ad went viral after testing it before release:

The video proved to be one of the best automotive videos ever tested, scoring significantly above average on key criteria like enjoyment, brand fit and brand appeal. As a result, Volkswagen released the video on Youtube.de where it was watched over 2 million times and uploaded by others. The video’s success prompted Volkswagen to use it on TV, and at last count the video had received over 36 million views across all platforms.

Tagged , , , , , , , , , , ,

California: Designing Freedom | The Design Museum

If you haven’t been to the new building for the Design Museum which recently relocated to Kensington, you are missing out. The architecture and gift shop alone are worth a visit!
The exhibition “California” caught my eye based on the parts that explore ‘freedom’. The exhibition explores more than just the expression of human rights freedom:

California: Designing Freedom explores how the ideals of the 1960s counterculture morphed into the tech culture of Silicon Valley, and how ‘Designed in California’ became a global phenomenon.

The central premise is that California has pioneered tools of personal liberation, from LSD to surfboards and iPhones. This ambitious survey brings together political posters and portable devices, but also looks beyond hardware to explore how user interface designers in the San Francisco Bay Area are shaping some of our most common daily experiences. By turns empowering, addictive and troubling, Californian products have affected our lives to such an extent that in some ways we are all now Californians.

170523-design-museum-california103-luke-hayes-1024x683

Aside from the array of Apple inventions and iconic technological advances that California has blessed the world with, the most interesting part of the exhibition for me was “Say What You Want”. Described as “tools of self expression and rebellion”, this part of the exhibition showcased artefacts that were created to highlight racism, sexism and homophobia:

P.S. sorry for the awful photo quality! Taken on my phone.

It was incredible being able to be so close to relics that were created to protest against the biggest human rights movements in the world. They even displayed newspaper articles from the past, and contemporary pieces created against Trump’s America.
I cannot recommend this show enough. It has to be one of my (if not THE) all time favourite exhibitions.

Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Aardman | Morph: emoji stickers for iMessage

Aardman’s ‘Morph’ is a serious trip down memory lane for me – a real childhood favourite on SMart, and an immortal TV icon. Animation studio Aardman have previously released ‘Face Bomb’ stickers for iMessage to celebrate 40 years of animation history in 2016:

Now, they have released ‘eMorphjis’ for iMessage as animated stickers that can be sent as emojis or incorporated into photos:

The Face Bomb sticker pack looks like it works better as face filters on photos, rather than emojis. What makes Morph so perfect for this social campaign is his recognisable face and adorable emotive expressions. Also, Morph as a character is a universal face that on TV often replied to presenter Tony Hart in gobbledygook, but with meaningful gestures that could be understood by all ages and languages.
Morph co-creator Peter Lord made each of the emojis from modelling clay before graphics and animations were added:

When someone said to me; ‘We could do Morph emojis’ it was like this huge lightbulb going on. Of course. That’s just perfect! Morph has a lovely round face and he does great expressions; he really is like a living emoji. Who wouldn’t want Morph’s happy (and sometimes grumpy) face all over their messages? Bless him. So I jumped on the idea, and I’m so happy with the way they’ve worked out, they’re really funny and charming.

morph-emojis2-crsite

 

Tagged , , , , , , , , , , , ,

Leo Burnett: Samsung | Ostrich

At the end of March, ad agency Leo Burnett (Chicago) released the advert commissioned by Samsung which premiered at Unpacked‘, the launch event for the Galaxy S8 and S8 Plus. 

What happens if you refuse to listen to what “can’t be done?” Samsung believes the only way to achieve the impossible is by refusing to accept anything is. #DoWhatYouCant

The idea focuses on an Ostrich’s dreams coming true after stumbling across a VR headset and experiencing flight simulation (fyi Ostriches can’t fly – they’re built for running), alongside the iconic Elton John song ‘Rocket Man’.
Leo Burnett is the talk of the advertising town with this adorable, hopeful advert. It’s definitely a hit, and I think it works even better with an Ostrich than it perhaps would with humans as the main focal point.
There’s a lot of really really awful crappy advertising at the moment, and I’m struggling to be inspired by creative TV ad concepts… but this ‘dreams come true’ concept is pure genius. If this doesn’t win an award, I’ll eat my hat!

Tagged , , , , , , , , , , , , ,