Advanced Beauty / Case Study
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Preview Trailer
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Launch Trailer
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Video directed by Karsten Schmidt
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Video directed by Universal Everything / Minivegas
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Video directed by Universal Everything
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Video directed by Universal Everything
DVD packaging / 4 x cover options
Apple provided worldwide advertising on all Quicktime players
The trailers on Apple's Quicktime Gallery
iTunes videopodcast
iPhone webapp
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Challenge
A video art project, motivated by our love for audio-visual exploration. We curated a group of video artists, animators and programmers to create a coherent family of works, all existing in the same white space.
A video art project, motivated by our love for audio-visual exploration. We curated a group of video artists, animators and programmers to create a coherent family of works, all existing in the same white space.
Process
We see the screen as a digital canvas. As a balance to the maximalism of tel- evision, we explored how minimal, slow and unfolding the medium can be.
The artists collaborated with musician Simon Pyke, to create audio-visual ‘sound sculptures’ which respond, grow and gain energy from the music.
To ensure coherence between the artworks, artists worked withinset parameters;to start and end on a empty white screen, the sculp- tures existing within a white space, the movement born from the music.
We see the screen as a digital canvas. As a balance to the maximalism of tel- evision, we explored how minimal, slow and unfolding the medium can be.
The artists collaborated with musician Simon Pyke, to create audio-visual ‘sound sculptures’ which respond, grow and gain energy from the music.
To ensure coherence between the artworks, artists worked withinset parameters;to start and end on a empty white screen, the sculp- tures existing within a white space, the movement born from the music.
Development
The films embrace unusual video making processes; the visual programming language Processing, high-end audio
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analysis and fluid dynamic simulations alongside intuitive response in traditional cell animation. Some where conceived in realtime, some taking weeks to render.
The films embrace unusual video making processes; the visual programming language Processing, high-end audio
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analysis and fluid dynamic simulations alongside intuitive response in traditional cell animation. Some where conceived in realtime, some taking weeks to render.
Delivery
We made some films in-house, and in collaboration with 16 artists to create 18 films, 47 minutes total duration. The format ranged from 1080HD with 5:1 surround sound for cinema,to monthly video podcasts of the films leading up to a physical DVD release.
We made some films in-house, and in collaboration with 16 artists to create 18 films, 47 minutes total duration. The format ranged from 1080HD with 5:1 surround sound for cinema,to monthly video podcasts of the films leading up to a physical DVD release.
Results
Press interviews and features appeared in Europe, USA and Japan, together with Apple featuring the HD film trailer on the Quicktime site, iTunes podcasts and banner advertising within the Quicktime player.
It has been screened at Cannes Lions, various art galleries and toured as part of Onedotzero worldwide, including the premiere at the British Film Institute London, an underwater projection and a 360o immersive white room.
Press interviews and features appeared in Europe, USA and Japan, together with Apple featuring the HD film trailer on the Quicktime site, iTunes podcasts and banner advertising within the Quicktime player.
It has been screened at Cannes Lions, various art galleries and toured as part of Onedotzero worldwide, including the premiere at the British Film Institute London, an underwater projection and a 360o immersive white room.
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Publicity
Project site - http://advancedbeauty.org/blog/
Pingmag / Japan - http://pingmag.jp/2008/11/17/advanced-beauty-processed-volatile-moments/
Coolhunting / USA - http://www.coolhunting.com/culture/advanced-beauty.php
Colorlovers / USA - http://www.colourlovers.com/web/blog/2008/08/16/sculpting-sound-with-color-advanced-beauty
Dazed & Confused / UK - http://www.dazeddigital.com/ArtsAndCulture/article/1499/1/Universal_Everythings_Advanced_Beauty
Creative Review / UK - http://www.creativereview.co.uk/cr-blog/2008/july/advanced-beauty-weekly-podcasts
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Credits
Matt Pyke / Trevor Henderson / Kleber / Simon Pyke/Freefarm / Karsten Schmidt