We’ve talked before on Frontier about The Living Photograph Series, an idea for Getty Images created by two AdSchool students at Media Design School. This time however we want to glow about it a bit more. Its just been awarded a prestigious Gold Young Guns Award, one of only two such awards handed out to students worldwide.
Young Guns is all about work put out by industry professionals and students who try and push the boundaries of what advertising is and can do. Or as, YGA Chairman of judges, Nick Law eloquently put it in his concluding remarks; “Clearly, the youngest in our sprawling, ever-changing industry are capable of a diversity of thinking and craft unimaginable 10 years ago. This year’s winner proves they are also capable of the sublime”. That sublime thinking is part of an ongoing shift in advertising away from interruption ideas to useful ideas. Away from using big budgets to message how great a brand is, to designing software, experiences and ideas that are about what a brand can do for people.
So one of the main challenges now for young creatives is finding something useful for people, which is also relevant to the brand. For Nike that’s meant helping people to ‘just do it’ with Nikeplus; for Ikea, that’s meant creating sleep pods featuring Ikea beds for weary drivers on French motorways; for Stiegl Beer, free public transportation ticket on beer bottles, for Vodafone, creating clothes that charge smartphones; for Chevrolet, offering test drives to stranded motorists; and for UTEC in Peru, creating water from billboards for people who live in the arid climes of Lima.
For our students, Ellie Jones and Avani Maan, it meant taking Getty Images’ core business of selling photography and using it to create a way of funding developing countries. To get true insight into everyday life in developing nations their idea was for Getty to hand over the camera to people in developing nations. For Getty users this meant authentic photos from an insider’s perspective, for developing nations it means an ongoing profit from these photos. Developing images for developing countries; Its a simple concept, not glossy, not beautiful just real and, above all, useful.
Kate Humphries has spent 20 years working on top advertising accounts in London and is now the course leader of Media Design School’s prestigious AdSchool. The AdSchool is an awards-powerhouse operating in Auckland, New Zealand and Milan, Italy. It was named the 4th best AdSchool in the world by YoungGuns and no2 in social media accordnig to the Bees Awards in San Francisco. The school is also part of D&AD – one of the most highly regarded design and advertising industry bodies in the world.
This brilliant photoshoot for ATEM Campaign S/S13 was art directed and shot by Till Wiedeck of studio HelloMe. In their own words, “ATEM creates purity, finesse and quality in accessories”. Their leather and canvas bags are made from quality materials and are hardy and strong. The intent behind the photoshoot was to emphasise their durability and, at the same time, showcase their timeless style. To achieve this, the bags are ruthlessly stuffed with blocks of wood and melons, scrunched up and threatened with a hefty cleaver.
The simple canvas bags come in subdued hues which remind me of the beach—clay, pebbles shells, sand and stormy waves. The sets and styling help paint a scene of bored beach-bums loitering and messing about on a prolonged family holiday, snacking on tropical fruit and waiting for a turn on Daddy’s friend’s yacht. I love the awkwardness in the poses of the models and the way they interact with the product—they exude a hip nonchalant cool, appearing totally disinterested in their surroundings. My favourite shot has to be of the girl standing up against the wall, a giant plank of wood leaning flat up against her face. There’s a certain resignation in this pose, an extreme apathy to her environment. This photoshoot reminds me of many a school holiday spent dazed, and melting in the sun with nothing much to do and nowhere to go—it’s something you long for all year, but when it comes a yearning for entertainment comes all too soon.
To my knowledge, this is the only collection ATEM has released thus far, and I am interested to see their next move. If you like this aesthetic, you should defiantly check out Till Wiedeck’s other work, there is quite a range of goodness to feast your eyes upon on his website.
This is it. We’ve just got to the point where you can walk around in a virtual ‘open world’ environment snapping photos with your digitally rendered avatar’s camera phone in a fictional Southern Californian city called Los Santos. Yes. Even your virtual avatar has a camera-phone these days.
Savvy Brazilian street photographer Fernando Pereira Gomes has become ‘internet famous’ in an instant after he started publishing his shots about Los Santos and its everyday people. As he writes on his Tumblr page: ‘The game is so realistic that it felt like being in the streets outside, running around for shots, anticipating passerby’s movements and reactions. In a way, it was also incredibly frightening that these algorithms could look so real, or is it that we ourselves are becoming ever more algorithmic?’
I don’t know about you but I have never seen such realistically rendered low-to-mid-income people going about their business in times of declining socioeconomic situation that marks the current ‘post empire’ era of the USA. Grand Theft Auto V already has a lot of vitriol and direct (anti-)social commentary as it is, but these images have a poetic substance in their subtle composition and harsh lighting.
Fernando mentions how he has freaked out a couple of times when the people on the streets were looking at him acknowledging the presence of the camera, just like when he did his street photography in the real world.
So this is the sort of world we live in now. Grand Theft Auto V just proved again how the gaming industry is replacing the movie industry and console games now have the budgets and profits the ‘dirty old’ movie industry is just dreaming about. $800 million turnover in the first 24 hours after release? This is serious business.
I have seen first hand how ALL game developers start working literally the day after getting their degree at Media Design School’s cutting edge gaming courses. This is currently the most lucrative field in digital design and programming. If you have what it takes, I would suggest you start studying game design and programming now.
I am personally fascinated how minimal living is having its big comeback after the 60′s and 70′s. Initiatives like the ’100 things challenge’ (cut the clutter and own only 100 things) or the ‘Tiny House’ movement shows how more and more people refuse to buy in to the current wasteful and illogical economic system. They choose to be mobile and independent, ready to pack up and go wherever life takes them.
This sort of thinking is now taking revolutionary scales. I think it’s great, because I like how these trends affect contemporary design by encouraging minimal / modular ideas, sustainable use of material and mindful production process.
A perfect distillation of this trend is this project called 2,5³ from Polish designer duo Maciej Chmara and Ania Rosinke. It is a proposal for simple living in the 21st century.
I could go on and on about this but I will let the images and video do the talking. If you want to check this piece out in real life, pop in to the MAK in Vienna before the 6th of October.
OK, this is what’s happening: Dutch architecture studio DUS Architects is 3D-printing a full-size canal house in Amsterdam. Amazing. We are very excited about this. Frontier loves 3D printing!
They will print the whole building on site using recycled plastic, polypropylene and bioplastics. Can this be any cooler? The answer is yes! Meet the Kamer Maker (Dutch for room maker). The Kamer Maker is basically a huge 3D printer inside a shipping container (as pictured on the last image). This is where the magic is happening. They are starting with printing the facade, then they’ll move on to printing the rooms bit by bit. The building site at the Buiksloter-canal will be an event space and all building pieces will be exhibited before they get used.
This is not the only 3D printed building project that’s happening right now and we are incredibly excited about the possibilities this technology holds. Imagine if we can print housing for humanitarian purposes from recycled plastic …?