Doing a spot of lockdown illustration and animation practise. Where does the FATBOX come from?, what is it’s DNA? what would you name it and have I made too many Airfix kits?
Audi have done away with the definite article and possibly writing.
Did humans write the latest Audi commercial or did they just input Keywords into an Automotive AI script generation engine and cross their fingers?
#different #concept #seizurespeed #concept #progress #newerror #newmotor #beyond #future #attitude #christophernolan
Here’s the script.
VO: We all look at the same world.
VISION: People walk on glass from underneath
VO: But we all look at it in a different way.
VISION: Stone steps are transparent and then they are not.
VO: Sometimes, you need to change your perspective
VISION: Cut to a car parked in the Sanderson Hotel.
VO: Some say concept
VISION: We see a recycled plywood dashboard, a square plastic steering wheel unfolds from within.
TITLE: VEHICLE SHOWN IS A PROTOTYPE AND NOT FOR SALE
VO: We see potential
VISION: Cut to nightime under a bridge in a tunnel, we see up through the recycled glass and plywood roof then it’s daytime. A model is looking. She is far away then close. [Vehicle shown is a prototype and not available for sale].
VO: Some just seizure speed.
VISION: A car goes around a corner within speed limits.
VO: We see inspirational engineering.
VISION: We see tunnels.
VO: Some just see beautiful lines.
VISION: German engineers with beards draw with mechanical pencils except the German lady.
VO: We see character.
VISION: We see a car on that road outside the city in nature on mountains then the earth from orbit.
VO: Some see a new light.
VISION: We see some new lights.
VO: We see a new vision
VISION: Cut to a woman on a bridge looking affectionately down through the roof of the car as the man looks upwards back through the roof at her. [They will breed probably later].
VO: Some see factory
VISION: MACHINES IN SLAVERY CONSTRUCT AUDI CARS
VO: We see progress
VISION: Man and woman meet in grass under sunshine and drive on the bridge. They are together in separate cars.
VO: Some see a new motor
VISION: A man sees a glass skyscraper.
VO: We see a new Error
VISION: The car drives past relections of reflective cars reflected in glass skyscrapers. In the city people walk on non-transparent steps in randomised directions
VO: Some see what’s there
VISION: A man sees what’s there
VO: We see what’s beyond
VISION: Randomly moving people suddenly stop moving randomly and see whats beyond!
TITLE: FUTURE IS AN ATTITUDE!
VO: Audi
Clever Audi. They’ve re-engineered english without the definite article to create a uniquely unspecific vision of tomorrow and helped save the planet by using less ink.
Bring back Geoffrey Palmer.
Vorsprung durch Technik as They used to say
THE RAZOR QUEST FROM THE MANDALORIAN ™
Current buzzwords in production and VFX are Led Screens, Unreal Engine and Disney Stagecraft™. Made famous by ILM’s The Mandalorian, these technologies allow productions to, in large part, do away with green screen/ CGI composite shots. Instead, the worlds and sets are created within a game [Unreal™] engine and projected live on set onto a 360 degree LED wall. The system allows actors to feel more part of the environment, allows nearly instantaneous changes of location, controls the perspective and parallax of the background and most interestingly eliminates green spill from green screen, instead creating realistic lighting on both talent sets and vehicles.
In the original Star Wars trilogy George Lucas wanted to create a ‘used universe’. Robots spaceships and props were old and beaten up- originating from different cultures and eras. It’s no surprise that much of the hardware in the original Star Wars films was inspired by aircraft grave yards and constructed from scavenged Revell and Airfix kits.
But back to the future.
In common with nearly all films of the last 2 decades the Mandalorian’s starring Spaceship ‘The Razor Crest’ [ granddaddy to the X-wing Fighter] was initially designed as a purely digital 3d model. But there was a problem, it’s shiny, used metallic skin just did not look right. Next to the new LED stagecraft shots, the computer generated reflections did not look anywhere nears as good as the rest of the footage shot on the Stagecraft™ set [otherwise known as ‘The Volume’]. Something wasn’t right. Something didn’t fit
The solution? make a model and try and learn what wasn’t looking right from that.
In the end they went a lot further, building a 21st century motion control rig for reference and shooting the model in motion. The resulting footage replaced and dictated the look of many of the planned CGI effects shots in the finished series.
The moral of the story?
ILM unlike other industries have retained many of their ‘Legacy’ employees, many of whom created the Original Star Wars universe and who, with a bit of old school thinking, skills and analogue engineering radically improved the digital Star Wars universe of the future.
Enjoy the story here.
Hyper targeted programmatic semantically contextual ads delivered to your target audience at the speed of light by artificial artificially intelligent systems.
Of course you can’t blame agencies, the digital frontier offers tremendous opportunities. It’s just that they got a bit obsessed with how they deliver messages and forgot about the messages.
Client ‘We need to get our message across’
Agency: ‘we’ll do Instagram, Twitter, we’ll build an app, we’ll do a pop up. It’ll go viral
and everyone will be talking about it and sharing it!
Client: ‘I have no idea what you’re talking about but your San Fran barbershop Aesthetic leads me to believe you know what you’re talking about.
Distinctive, Influential, emotionally engaging `impactful ideas went out of the window, replaced instead by personalised, programmatic ad templates.
All great rock songs must be re-recorded by 20 year old women with acoustic guitars- the data says so.
The ‘e’ before an ‘r’ at the end of a word must be removed. This is clevr.
Celebrities can sell anything and everyone can be a celebrity
[if you splash out and by enough Instagram followers].
To quote the recent report ‘The Effectiveness Code’ by
James Thurman and Peter Field.
‘Even though it may seem riskier, the data evidence is conclusive that work with creative-award-winning qualities is far more likely to be effective than ordinary work. Robust, insightful strategy is a must – and once this is in place, buy the campaign idea that delivers on the strategy in the most original and engaging way.’
Maybe we should all start thinking about creating films, posters, music, animations, controversial or funny stories instead?
And just ditch the ‘content.'
Over Dinner in LA with Alan Parker JohnO’ Driscoll and Paul Weiland, Alan gave me the most profound and useful piece of advice I ever had as a Director when working with actors.
‘Always remember, you’re filming what people are thinking, not what they are doing’
RIP Alan Alan and thank you.
SOUL: Can I come into heaven please I’m very keen to join God.
ST PETE: Hmm well the applicant tracking system has scored you at under 66.6% suitable so I’m sorry, No. You didn’t get an email?
SOUL: No.
ST PETE: Oh that’s ok. I didn’t send one.
SOUL: But I’ve been a good Person and a Christian my whole life!
ST PETE: Well that’s as well may be, but I’m afraid you don’t match the criteria if your life doesn’t have’ the right words’ in it.
SOUL: What do you mean ‘the right words’ I’ve prayed every day.
ST PETE: Yes of course you did, but did you #worshiphisglory #prostrateyourselfathisfeet
#singhosannahinthhighest?
SOUL: It’s all the same thing isn’t it?
ST PETE: No. It’s not the right words.
SOUL: But I went to Church every Sunday…
ST PETE: …Well actually there’s a gap in your church attendance which is unaccounted for. and that means the computer says you can’t come in.
SOUL: Oh for God’s sake.
ST PETE: Yes for God’s sake all the applicants are monitored by the system first. He only interviews the ones with the right words. Otherwise he’d be interviewing for all eternity. Wouldn’t He?
SOUL: Isn’t that his job?
ST PETE: No. Now go away and do your life all over again, this time with the right words.
Bye.
Video is the container and the content is/are the ideas or information contained in it.
Sort of a like thermos flask.
They can big small expensive or cheap but the interesting things are inside.
Tea? Coffee? Soup Gin and Tonic? liquid Nitrogen? blood plasma?
Nobody is remotely interested in your Aladdin Stanley Vacuum flask in the same way that they are not interested your or 8k gimbal stabilised office walkabout video.
Unless of course there’s something interesting in it.
Reading article earlier today I was struck by the
similarity between the CIA in 2000 and modern Advertising Agencies.
The Article goes into the reasons the CIA failed to analyse the threat from Al Qaeda in the run up to the terrorist attacks of 9/11.
Among the reasons was that The CIA pretty much only hired white Anglo Saxon men with a certain education.
They hired a homogenised work force with a homogenised way of thinking.
It’s Called ‘Perspective Blindness'.
It refers to the fact that we are often blind to our own blind spots. Our modes of thought are so habitual that we scarcely notice how they filter our perception of reality’.
Hire the same type of people and your perspective blindness increases and rather than challenging these blind spots they are multiplied further distorting the perception of reality.
The ranks of white men in dark suits simply weren’t capable of understanding Bin Laden’s appalling and Murderous intent.
But a Muslim with knowledge of The Koran would have seen the threat all too well-understood the subtext, meanings ‘the cultural codes’ of his initial verbal- only attacks on The West.
Complex problems we now know, require diverse ways of thinking and a diversity of people.
What’s this got to do with advertising?
A homogenised work force of predominantly millennial urban white people?
Hired by predominantly millennial urban white people?
Do they bring cognitive diversity to complex marketing problems?
Can they tap into the thoughts of a suburban, 50 year old single mother of two north of Watford?
No?
Time to take a look around office.
The one with the exposed aircon ducts felt-tippy mural and ping pong table.
The smart money has the organisations with age, cultural and gender diversity having a key competitive advantage In the future.
It’s not about political correctness.
It’s about survival.
Because the average person in the street or client is about as distrustful of creativity as they are of witchcraft the ad industry has decided in it’s infinite wisdom to pretend it’s a silicon valley tech giant and hoped no one would notice.
It’s no longer acceptable to admit that you just came up with an idea to sell 2 trillion packets of Frosties on the toilet.
FROSTIES: They’re GRR RE REAT!
GRR, Tiger, Tony, geddit?
No, that would be witchcraft.
Let’s use something we all understand and trust instead. Like Neural networks, AI, Machine Learning Algorhythms and Programmatic Data Sets.
FROSTIES: THE SWEET CORN BASED MORNING BREAKFAST FOOD YOUR CHILDREN WILL LIKE MORE THAN CORNFLAKES
TA-DA!
It even sounds better. More like something Geoff Bezos would say.
This is definitely the best solution and it’s not just something we just ‘came up with’, look at the numbers*.
It’s literally a no-brainer.
Of course the obvious problem here is that everyone is using the same tools and coming up with same answers.
Eg. Disemvowelling brand names
Flikr, Tumblr, Uber, Grindr, Scrbd, Advertisr, Tony the Tigr.
Maybe it's time to ask ‘Where’s the uniqueness where are the new ideas where’s the magic?’
Aha Witches!
Oh, we burnt them.
Job posters. Let us know If you’re using Applicant Tracking Systems, we can send you a CV / Resume that your software can easily digest, drag and drop us. If you’re a person who’s going to read it, we can send you something more creative - designed even, possibly with a couple of gags in. #creative #resume #applicanttrackingsystems #bot #cv
It’s a sad fact that Fluffy Kittens, Unboxing videos, and videos about Making Video Content, are devouring gigawatts of electricity for their storage, production, transmission and consumption worldwide.
Thinly disguised VFX practice masquerading as political satire.
Amazon Dash is here! I put all my dash buttons in a hat and picked out four with hilarious consequences. I invited the neighbors around with theirs. We all stuck them in a fruit bowl and took turns in picking them out. It was an amazing party. Only trouble is, I keep getting emails every Friday Night from the internet of things asking me if I'd like replacements for the things we ordered at the party and suggestions of things I might also for like for future partys. You'll never run out of anything again except of course space in your inbox.
‘The black hole information paradox is an observational phenomenon that results from the combination of quantum mechanics and general which suggests that Physical informationcould permanently disappear in a black hole
Bit like job applications really -but less mysterious.
Robert Rodriguez and Jon Malkovitch have made a movie for Louis XII cognac. The luxury Brand takes a hundred years to make. The storyline, written by Malkovich foresees 3 different timelines to 3 alternate versions of the future. Trailers will be released but the Film, .mov or however it exists will be sealed in a time capsule, and not be shown until 2115.
Or will it?
Schrodingers cat, the famous thought experiment describing quantum mechanics, sees a cat sealed in a box with a vial of poison a radioactive source and a detector. When a particle is emitted, the detector triggers the poison to be released and kills the cat. Stay with me. As the box is sealed we don't know whether the cat is a live or dead, we just know the probability of the particle being emitted and hence the probability of the cat being alive. It's not until we open the box that we know whether its dead or not, changing a probable outcome into a certainty.
So back to the Rodriguez Malkovitch Movie, sitting in it's hermetically sealed and attractively engraved vault for a century. Quantum theory says the film could both exist in there or not exist in there? Another theory may say only the trailers exist and the rest? well the rest might just be a story.
Pass the brandy. R
Director Robert Rodriguez and writer/actor John Malkovich have collaborated with the help of Louis XIII Cognac to make a movie that no one will see for 100 years. Literally. Here's one of three teasers that have nothing to do with the movie itself.
According to a leading US university ‘a moderate level of ambient noise Is conducive to creative cognition’.