Less than a decade ago, a billboard was essentially a printed image blown up to a gargantuan size. The picture didn’t move, respond to what was happening in the environment around it, nor interact with passersby. How times have changed, and with it, the types of skills designers need to execute their ideas. Even printed pieces are not static anymore, what with the option of Augmented Reality movement and sound.
Stopp of Stockholm produced this subway billboard for a Swedish cosmetic line called Apolosophy by Apotek Hjärtat. Connecting ultra-sonic sensors to the billboard screen, Stopp made what appeared to be a “still photograph” of a young model come alive. Calibrated to react to arriving trains but not to passing passengers, the sensors made it look like the breeze from the passing trains were tousling the model’s hair. After the train went by, the model returned to her “still” repose. What a delightfully simple idea and brilliant use of technology.
How do you grab the attention of jaded creative directors? By arousing their curiosity. In a campaign for Kontor, a dance music label in Germany, Ogilvy Deutschland developed a “Back to Vinyl” direct mail piece that used high-tech gimmickry to promote the new Boris Dlugosch release. Ad agency recipients got a large flat package that contained a vinyl record inside, instead of the usual CD or USB. The vinyl came with instructions to place the record on the printed turntable on the back of the envelope, then activate the QR code with a smart phone. Recipients could listen to the latest Dlugosch track and “move” the needle to play other tracks as well or to contact Kontor via the connect icon. Needless to say, the vinyl promo often became the talk of the office and didn’t get thrown away.
The votes are in: The iron is out; the cat is in. Facebook followers have spoken. Let it be so.
Anyone who has played Monopoly over the past 78 years knows of what I speak. Invented by Charles Darrow in 1935, Monopoly is a board game where players roll the dice for the chance to move his/her token across the squares on the board. The square their token lands in gives them the chance to wheel-and-deal, buy properties, collect rent, pay taxes, build, earn dividends. Fake paper money changes hands. Fortunes are won and lost. Banks repossess and auction off assets. Bankruptcies are filed. Players land in jail. Only the dapper banker, Uncle Pennybags, stays rich. You know, kind of like real life.
With the right technology (and talent), there’s no such thing as still photos anymore. The technique in this video is called “parallax effect,” which makes it appear that objects closer to the viewer move faster than those that are farther away. Joe Fellows from Make Productions in London made this film using still images from the World Wildlife Fund archives. As quoted in SLRLounge.com, Fellows explains, “We used Photoshop to cut out individual parts and then animated them in After Effects…There was no 3D mapping, all in 2D. There are many layers per shot, the ears, the teeth, the whiskers, the head, the body, the background are all separate layers. Then the layers are parented to one another and moved either by position or by using something called the puppet tool.” Set to the music of “What If This Storm Ends” by Snow Patrol, the result is a “high-speed” slow-motion parallax sequence film that presents a poetic, dreamlike study of nature in motion.
This video is not an ad for Nike+ FuelBand, but it is an offshoot project that fuses technology, human movement and music. The “Field” video is based on HTML technology and requires Google Chrome to let viewers control the experience through the use of a keyboard and mouse to change colors and dot patterns. Nike created it in collaboration with Dazed Digital Magazine and Nosaj Thing, the Los Angeles-based music producer, and FAIR, LA, the design/technology collective led by Julia Tsao. It was produced with Swedish interactive studio, DinahMoe.
Engaging users is also key to the Nike+FuelBand, a matte black rubber-coated wristband that tracks the wearer’s activity through a sport-tested accelerometer that translates every move into NikeFuel – a point system to measure progress against a pre-set goal. The wristband notes every movement – walking, running, jumping – and the amount of calories consumed. Each day users set the goal they wish to attain, and the LED display indicates how well they are doing by changing color from red to yellow to green. Users can upload the data onto their computer or send it via Bluetooth to their smartphone. The FuelBand changes users from passive to active participants in setting and meeting their fitness goals. It becomes a one-person sport challenging users to exceed their personal best.