Dentsu London and BERG present “Making Future Magic: iPad light painting”

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Sometimes I come across projects that literally make me stop and wonder where multimedia technology is headed. “Making Future Magic” was one of those projects. Using the iPad and 3-D typography, creative agencies Dentsu London and BERG created a stop motion video to visually describe Dentsu’s mission statement. Tied to a beautifully written audio track, this video will keep you inspired for days.

BERG recently blogged about the technical components to this project:

“We developed a specific photographic technique for this film. Through long exposures we record an iPad moving through space to make three-dimensional forms in light.

First we create software models of three-dimensional typography, objects and animations. We render cross sections of these models, like a virtual CAT scan, making a series of outlines of slices of each form. We play these back on the surface of the iPad as movies, and drag the iPad through the air to extrude shapes captured in long exposure photographs. Each 3D form is itself a single frame of a 3D animation, so each long exposure still is only a single image in a composite stop frame animation.

Each frame is a long exposure photograph of 3-6 seconds. 5,500 photographs were taken. Only half of these were used for the animations seen in the final edit of the film.”

Furthermore, Dentsu London blogged about their mission statement “Making”, “Future” and “Magic” and the reasoning for this project:

“The ambition behind Making Future Magic is to make work that’s as culturally powerful and sensitive as it is commercially effective.

By Making we mean craftsmanship, an attention to and understanding of materials, and an emphasis on collaboration.

By Future we mean something not seen before, something new and unexpected. Not so much sci-fi, as near-future.

By Magic we mean surprising, culturally powerful, unusual, capable of delighting.

By Making Future Magic we mean all three, and that’s the combination we look for in all our creative endeavours.”

To learn more about the project, I encourage you to read the two great posts by Dentsu London and BERG. Also, if you were a fan of the music, you can read more about how BERG wrote the track, aligned it with the still frames and edited the final track.

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