We often find ourselves creating and designing for things that are outdated as we draw each line. The world we live in seems extremely uncomfortable and inefficient even though we have all this knowledge and plenty of case studies identifying such inconvenient truths. Karim Rashid mentions in the documentary "The Genius of Design" by BBC, that it seems absurd and at times perverse that we live in such a technological revolution but yet we live and reflect ourselves with things that are no longer useful or appropriate for the time and landscape we find ourselves in. He touches on the notion that for the longest time we have relied on archetypes that are no longer relevant to our current technology. I know that change is hard to bear unless it is gradual but perhaps we have come to a crossroad where change must be drastic to direct us to a new light, a new vision of what media, architecture, products and services could be.
Breaking new ground in a visual, architectural, cultural, and technological language often requires us to learn from old techniques and apply them into inter-disciplinary collaborations to make new ideas. The collision and combination of old and new is the mission and inspiration ahead for Making Future Magic, a collective team with the aim to create new paths in creative communication. They acknowledge the drastic and fast shifts in the media landscape over the last few years and recognize the importance of today, as it is full of uncertainty. A big gap between the now and what is to come creates opportunity for exploration and innovation. Dentsu London in collaboration with Berg, the incredible mind of Timo Arnall, videographer Campbell Orme and Matt Brown have been working hard over this past Summer developing a new vision for what media could be in a near near future and how relevant and important it is, culturally and commercially. >>
Through long exposures and utilizing a moving iPad through space to make three dimensional forms in light, they remind us how close the future is.
Video Courtesy of Dentsu London and BERG
The iPad light painting reminds us of the movie Minority Report, perhaps of the work of Venice based firm Prologue's work on Iron Man 2 and countless commercials in stop motion that have made a presence over the last couple of years. The ambition behind Making Future Magic is to make work that is as culturally powerful and sensitive as it is commercially effective. Take a look at the images and watch the video for a detailed technical explanation to this interesting and exciting project. We can't wait to see how this develops further and what other great ideas come from such a stellar collaborative group.