It's an exciting project for us, as it's the first time we've had a proper chance to explore some of the themes and possibilities behind Making Future Magic, with the benefit of the superbrains and hands of some new creative partners Timo Arnall, Jack Schulze and the rest of the BERG team.
The brief and discussions we had in the process of making these films were about some of the aims behind the Making Future Magic strategy – all of which are about expanding the value of the commercial communications we make by approaching things with a particular set of priorities:
To make creative work that is contributory and sensible to its culture and environment; to be exploratory and sensitive with regard to materials and media; to wonder what magical visions (as opposed to the familiar dystopias) of the future of media might look like.
We also talked about the meaning of each three words. “Making”, with its emphasis on craftsmanship, understanding of materials and media, and collaboration;
“Future”, meaning something not seen before, something new and unexpected (not so much sci-fi, as near-future);
and “Magic” – surprising, culturally powerful, unusual, capable of delighting.
One of the major reasons we were keen to work with BERG is the inventive and human approach to materials and media characteristic of all their work. Their response went beyond the hopes and imaginings of the original brief to produce something of astonishing beauty and ingenuity that breathed life into the strategy both conceptually and executionally. For this particular film they invented a technique using long camera exposures to record the iPad moving through space in order to make a stop motion film of 3-d light forms. Jack Schulze explains more about how the light painting works here.
And you can see more images here.
Thanks to Timo Arnall, Jack Schulze, Campbell Orme, Matt Brown, Matt Jones and Matt Webb (BERG), Bethany Wilcox and John Matta (the agency), Liam Paton and Andy Theakstone (Resonate) and Marjut Rimminen.