Tag Archives: technology

DUMB FUN | Tim Moore

Designer Tim Moore has explored the combination of collage art, AR/VR and photography in an app (launching soon) called “DUMB FUN”. The app allows users to add a plethora of virtual imagery to their surroundings and explore 16 different “worlds” all created with their own unusual and unique aesthetic:

DUMB FUN is described as an interactive art experience for iPhone that has the freedom to explore photography and collage in digital worlds. The worlds were created using Apple’s ARKit where users can “walk through” the 2D layers and textures:

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DUMB FUN originally started as a newsletter that delivered one new piece of artwork by PRVCTICE weekly: “The concept behind the project was to treat the newsletter as a zine at its most minimal form: publishing original work and nothing else, just the imagery.”
Tim Moore is the designer behind one of my favourite apps, VSCO, and I absolutely adore his wonderful visual identity that is prevalent throughout all his work. Moore’s work is actually very reminiscent of my Foundation final project, so I wish I had discovered his work all those years ago!

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TIME Magazine | The Drone Age

TIME’s latest issue is an exploration into the impact drones have had on our society and culture, with a unique cover to match. The cover shows the iconic TIME logo and red border recreated using 958 illuminated drones hovering in the sky, and it is the first ever TIME cover captured with a camera drone.

TIME partnered with Intel’s Drone Light Show team and Astraeus Aerial Cinema Systems to fly and capture the 958 drones in California, which where Intel has a campus:

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The cover is a still taken from the drone camera with the swarm at 100 meters (around 328 feet) tall. A similar stunt was created at the Olympic opening ceremony earlier this year. Incredible! I recommend watching the BTS video below:

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Squarespace: Make It | ManvsMachine

It’s very rate that I see a campaign that is visually and conceptually integrated seamlessly across all mediums of the campaign, but ManvsMachine has (once again) created something that has a strong and stunning visual identity.
Design and motion studio ManvsMachine are one of my favourite creative teams, and they were commissioned to work with Squarespace on the “Make It” campaign. They worked closely with the Squarespace team to create three commercials for their 2017 campaign: “each film is a tactile-take on the online experience —Blurring the lines between digital and physical, in a playful showcase of three iconic creatives & their worlds”.

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The short films feature fashion designer Sadie Williams, artist Daniel Arsham and chef, Danny Bowien. It’s rare that a TV ad produces such gorgeous stills that could be used across the rest of the campaign – it goes to show how great ManvsMachine’s creative process is.
This flows nicely into the campaign imagery for digital content featuring “still life” scenes, showcasing the brand’s platform within the context of its users. The brief focused on “Digital made Physical” and the visual narratives successfully convey the brand’s bespoke features.

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ManvsMachine’s iconic abstract and crafted style is so visually wonderful and is the perfect fit for a Squarespace campaign. The seamless aesthetic bridges the gap between reality and 3D (as their work always does) which was brought to life by using a wide range of software and hardware including Cinema 4D, Houdini, Maya, ZBrush, Redshift, Agisoft Photoscan, After Effects, Nuke… I recommend looking at their design process – these are a few snapshots:

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It is very, VERY rare I see a banner and think “wow, I really like that”, especially after having to design hundreds of drab banners myself, but even the design for the banner ads are amazing! I’ve never thought a banner is amazing!

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Having complete creative control, ManvsMachine were in charge of concept, design and direction, which was rolled across digital, social, TV spots and OOH. I can’t emphasise how refreshing it is to see such a visually beautiful campaign. This is how its done!!!

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Volkswagen: Red Flashy Thingy

“Beware the Confidence” is the tag and the premise of this campaign – Ogilvy (Cape Town) created this hilarious ad for the new Volkswagen Polo which comes with a number of new features that “will make you feel more confident than ever”. The TVC is guided by narrator Bob Dunsworth and was created by Bladeworks Post Production.

I love love love the kind of ads that use a consequential narrative – they always make me laugh. Also, it’s refreshing to see an automative ad that stands out from the rest.

 

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Tinder: Invention of Together

Production company Buck have worked with Tinder to create this adorable animation for the dating app. It’s a far cry from what I would expect from Tinder, but the “history of man and woman” concept works really well. It seems Tinder are trying to move away from being seen as a hookup app, and more about finding someone with a connection:

In this epic history of man and womankind’s eternal struggle to couple… and do other things, the good folks at Tinder let us get our art on to create a luscious world where people have wonderbutts… and the same face.

Will this animation help the apps reputation? I’m not so sure… but from a creative perspective it’s a fantastic narrative with strong connotations towards the evolution of man and woman both physically and emotionally. ‘Invention of Together’ shows how thousands of years ago choosing who you wanted to date or love wasn’t an option – the narrative explores forced marriages, religious and moral differences – but now with the freedom to date who we want, Tinder aims to make this even easier to build new connections. We see a nod to the struggles of having homophobic parents and the celebration of the legalisation of interracial marriage.

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I recommend looking at Buck’s development section on their website to see the process of the wonderful character design. Buck used physical sets with computer generated characters, which required a month of shooting and eight weeks of postproduction. They really committed to the idea of evolution of man and woman by making each of the characters from the same body: “One of the concepts that we had was that all of mankind is from the same place and I guess to make the characters feel like they were all one family. So if you watch, the caveman [bodies] are the same as the modern-day characters’ [bodies]”:

The film will be rolled out online globally, following its debut in South Korea in December 2017. You can also see some awesome BTS shoots here.

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OkCupid: DTF

Ad agency Wieden + Kennedy (New York) were commissioned by dating service OkCupid to create a new campaign. Online dating has created a whole new set of vocabulary for millenials, like “ghosting” (ignoring someone), “nudes” (sending unsolicited naked photos), “catfish” (creating fake profiles) and “DTF” (“down to f*ck”). Using these common problems that online daters experience, the concept focuses on trying to rid the stigma of “hookup sites” and the dehumanisation of modern dating.

OkCupid’s CMO Melissa Hobley said:

In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs.

With this as the aim of the campaign, W+K used the phrase “DTF” and turned it into “down to <insert activity or interest here>”, such as “DTFight over the president”, “DTFinish my novel” and “DTFoot the bill”:

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OkCupid’s change in approach towards online dating aims to achieve substance and depth through the app’s new features, as it recently rolled out OkCupid Discovery, which lets users search by passions and interests. Interestingly, one of these is adding a “Trump filter”, which directly correlates with this campaign’s brand voice, particularly with the political references in some of the ads (above).

The photography for the campaign was shot by artists Maurizio Cattelan and Pierpaolo Ferrari, the creators of Toilet Paper magazine. Cattelan and Ferrari have a unique and recognisable aesthetic, always creating work that is brightly coloured and resembles old-school fashion advertisements. I absolutely love what they have created.
The playful nature of the art direction focuses on the fun and romantic sides of dating, rather than the historically misogynistic and disposable aspects that “DTF” dating apps (like Tinder and Grindr) have adopted. Each colourful ad is illustrated with an image against a flat, bright-hued background, making every image seem like a work of art.

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The ads will initially be rolled out in New York subways, and will eventually be displayed all over the USA. This is actually OkCupid’s first ever ad campaign which includes bus wraps, coffee sleeves, OOH posters and digital posts. The tagline “dating deserves better” is part of OkCupid’s efforts to market the service as one that can help you find a relationship, not just a hookup.

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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:

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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.

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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.

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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.

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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:

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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.

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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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