Advertising in the automobile sector has long been privileged in creative resources. It seems to be a territory which opens itself to creativity. And therefore, I find occasionally ads that really attract attention and I can watch over and over again. Here is an example that is currently hitting hard in the media (more than 4 million visits).
When I saw it some weeks ago I knew I would write about it. It made me think and recap on all the spots that have used the same creative resource to convey beauty and flexibility through surrealism in the world of illusions. Here is another example that encourages us to change the perception of the new hybrid technology:
The interesting fact is that we dont just perceibe the world as it is, our brain is actually interpretating what we perceibe and making assumptions about what we are seeing. This game related with mathematics and geometry becomes very impressive and attractive when is animated, so we can reveal the trick instantly for the surprise of the viewer.
But we shouldn't forget that the idea behind the visual, has to reinforce the core benefit, and the success of the ad will rely on this. Being specific is mandatory if we want to engage and communicate. In the next example, the visual illusion, in my opinion, is just there for aesthetics purposes.
Continuing with perception we have another recent example of a car advert based on the Gestalt psycology and playing with the figure blending in it's background as a call to action to differentiate yourself.
It seems to me that this visual resource is pretty hackneyed, and there is too many publications using the same visual appeal. But I am afraid that, because of its great beauty and surrealism, we'll continue meeting up ads based in this world of imagination and illusions.
After my last posts about 3D and 4D printing, I came up with the need to research about all kind of new emerging technologies related with the idea of enhancing our life in some way or another. And, what was my surprise, there is a entire social movement and philosophy about the creative and ethical use of technology to better the human condition. This is what they call Transhumanism.
Cryonics, augmented reality, gene therapy, life extension, space colonization, cybernetics, autonomous self-replicating robots, molecular manufacturing aka 3D-printing, mind uploading, artificial intelligence, virtual reality, are all technologies that, I believe, ethically implemented, are going to change our society, as we know it today, for the better.
Communication, design, advertising, marketing, as integrated fields of our culture, are going to be influenced, altered and transformed as part of it's natural adaptative process and evolution. This will provide new exciting opportunities for advertisers like me, products and marketers, reconfiguring the way and the place where we shop and work, opening new markets and creating new products categories.
Molecular manufacturing / 3D and 4D printing
Products as we know them today will change, but not only the product itself, but the manufacturing process. Already explained in my last article, only remark that not only the new shapes and new materials will arise with this technology, but customization and the manufacturing chain breakage will come as a ‘fabber’ machine could be in your basement or spare bedroom. This will transform advertising for fixed products, as any customer will be capable to customize and print them without limitations.
See this outstanding video about a new 3D printed material with the added capability of embedded transformation from one shape to another, directly off the print-bed. This revolutionary technique offers a streamlined path from idea to reality with full functionality built directly into the materials. Imagine robotics-like behavior without the reliance on complex electro-mechanical devices!
In a collaboration between Stratasys’ Education, R&D departments and MIT’s Self-Assembly Lab, a new process is being developed, coined 4D Printing, which demonstrates a radical shift in rapid-prototyping.
Considering how the space race and the first man in the moon landing influenced the culture in the last century, the recent Red Bull Stratos achievement is another example of the possibilities for advertisers that come from this tech breakthroughs. See the last update from the energy drink brand of the Felix Baumgartner jump from his point of view. I just can’t close my mouth from astonishment. By the time I am writing this article, more than 2 million visits in a couple of days. Nothing more to say…
Augmented reality and telepresence
Although the possibility of working wherever we spot is now more and more frequent, telepresence and physical robots that can replace human tasks are not that common, but getting closer. As a clear example of augmented human we have the Google Glasses , a good attempt at a wearable computing device that is also practical.
Augmenting human memory, biology and reality, amplifying intelligence, making the invisible visible, saving lifes in some cases, will come along with new forms of location–aware advertising, using the content of the scene viewed to tailor ads, display related promotions and offers or blurring or blocking billboards of the competitor when the wearer look them through the glasses. Here is another example of its possibilities.
Quantum Archeology and inmortality
Each time we share a thought, a mood, a photo, a relation, an emotion, as a status update, we are converting a biological function into a digital one. We are digitizing our analog stream-of-consciousness to the so-called cloud (Facebook, instagram, blogs,) learning algorithms used in Quantum Archeology (QA) processes could pretty much re-construct the mind of the “average” person. Then, when combined with predictive AI, could make that mind grow, and someday, soon, we’ll bring up a Digital Resurrection of ourselves. In a few words, QA is the deliberate mining of data from the past, to recreate persons, places, and things, and relationships.
I know, all of this sound like science fiction, but many of us we are transhuman in some way or another. An example of what before were just ideas, many of them are already a reality. With a responsible approach and implementation of these insights, and the necessary exposition of it’s goals and benefits to the society, this social movement will succeed. Whatever happens, I'm excited and looking forward to live to tell the tale.
MIT researchers are printing materials that fold, transform, and shape themselves, and could adapt to changing environmental conditions. No assembly required. This is what is called 4D printing, a technique which adds the fourth dimension, time, to the increasingly popular process of 3D printing.
Skylar Tibbits, director of the MIT Self-Assembly lab, was named as one of the six Architectural League winners for collaborative research into programmable materials. The 4D printing process involves the use of materials that change their shape in response to movement or environmental factors, such as the presence of water, air, and/or temperature changes.
The technology has the potential to change the face of construction and manufacturing and could make it easier to build in extreme environments (including space or other planets) where construction is dangerous or expensive.
Hope you will find interesting the Skylar Tibbits TED Talk in 2013 as well. Have a nice week.
Manufacturing from a bone to a weapon, the 3D printing (also called additive manufacturing) is a not so new but recently media newsworthy technology that is revolutionizing the world as we know it today. It's endless application possibilities and the effect called "the democratisation of production", are causing changes not only in economic terms but also social, medical, cultural and artistic, aesthetic, functional and industrial.
There is hardly any sector related to the manufacture of tangible objects that have not been, or will be impacted. And I think is normal and predictable, considering that this technology substitutes any manually or labor required manufacturing process by an automated system.
In addition these processes depend on the raw materials, the software and hardware. And considering the pace that this industry evolves (more competitive printers, new materials, software updates) we may have an idea of how much we have yet to discover.
"3D printing is spreading fast as the technology improves and costs fall. A basic 3D printer, also known as a fabricator or "fabber", now costs less than a laser printer did in 1985." The Economist
Although any application of new technology requires a strong investment (the costs of the machinery, software research, development and implementation are expensive) the fact is, on the other hand, the simplification and faster processes enable manufacturers adjust demand to supply and drive down manufacturing prices. The digitized and automated process has saved time and effort for manufacturers.
In other words, 3D printers enable rapid prototyping and manufacturing, and the introduction of them in the production process has the "potential" to drive down costs. Given that most markups occur at the retail level, however, it is difficult to estimate whether those costs are realized in the short-term or long-term.
3D printing goes one step further. By creating the actual product or part, the technology has the ability to disrupt the entire product chain. The product or part is no longer the branded item, but the software and printer become the most important elements in the production chain. With 3D printing the manufacturing machine could be in your basement or spare bedroom.
Designer Janne Kyttanen has created a range of 3D-printed shoes for women that can be made at home overnight to be worn the next day.
In social terms, intellectual property rights for the designs and product liability for printed products is another issue that still need to be resolved. But more media notoriety, awareness and consciousness has caused the home production of customized weapons.
In early May, Cody Wilson, the world's most famous digital gunsmith, fired the first entirely 3D-printed handgun, the Liberator, and posted its blueprints online. The idea was to give anyone with an Internet connection, a computer, and a 3D printer the chance to do the same. This generate a social debate about if downloading and manufacturing a 3D-Printed Gun is legal or Illegal.
Talking about medicine, 3D printing has enabled the transition from the generic to customized. Bones, hearing aids, prostheses, casts for fractured bones tha could replace the usual bulky, itchy and smelly plaster or fibreglass. See this conceptual project by Victoria University of Wellington graduate Jake Evill.
The prototype Cortex, ventilated, washable and thin enough to fit under a shirt sleeve.
Art, fashion and design industries has been also influenced and transformed by this new production system breaking boundaries in creativity through tecnology. The Stedelijk Museum in Amsterdam has acquired Solid C2 by Patrick Jouin in collaboration with digital manufacturers MGX by Materialise, the first item of furniture to be 3D-printed in one piece.
Created in 2004, this chair was made from intersecting ribbons of material that ignored furniture-making traditions in favour of the freeform shapes that 3D printing allows.
Another aplication could be for transforming the environment and objects around us. Also the building processes. See the next project:
California studio Smith|Allen has completed the world's first architectural structure using standard 3D printers. Called Echoviren, the 10 x 10 x 8 foot pavilion was completed last weekend. It consists of 585 individually printed components produced on seven Series 1 desktop printers made by Type A Machines. It took the printers two months and 10,800 hours to print the components, but just four days to assemble them on site.
The footwear industry would maybe the one that best squeezes the possibilities of this technique, with the ability to create shoes that fit like a glove to your foot, pushing up the custom posibilities, enhancing durability applying more resistant materials and letting test them before purchase, evaluate them in terms of resistance, etc...
These boots are fitted with a footplate made by selective laser sintering, a process that uses lasers to fuse small particles of material together.
But culinary industry doesn't fall too short. See Los Angeles architects Kyle and Liz von Hasseln have set up a business that produces 3D-printed sugar sculptures for wedding cakes, table centrepieces and pie toppings.
The duo founded 3D printing company The Sugar Lab while studying at the Southern California Institute of Architecture (SCI-Arc), where they graduated last autumn.
Although there is many reasons to believe that 3D printing is possitively transforming this world, not every voice you hear about it is positive. Let's listen to the Designer Ron Arad, who compares the overuse of 3D printing today to how musicians "abused" synthesisers in this movie made by Alice Masters for London's Design Museum. Have a nice week.
The fact to be one of the three heavily burdened countries by cutbacks in education and financial crisis, behind Portugal and Greece, has been enough to launch this social project.
An initiative driven by creative agency Scrum & Sons that, through the leadership of designer Antonio Serrano, will try to put Samantha next year on the seat in the classroom that deserves. Maybe next year, we get some less dropouts.
Here you can bid for the chair: lasilladesamantha.com
If you want to know more about the people involved in this beautiful project, watch the interview between creative directors and the designer: (sorry but is in spanish)
The design may be even more beautiful if possible.
One of the most scientifically advanced and tiniest cartoon ever made, The Boy with the Atom was created using stop-motion technique and an 80's IBM scanning tunnelling microscope. The reason why I selected it is not only because Guinness has certified the movie as the world's “Smallest Stop-Motion Film”, but nothing on this scale has ever been manipulated to make a narrative film.
The stars of this "little" work are a group of carbon atoms positioned on a copper surface. A total of 242 frames and many years of technological advances concentrated in 60 seconds.
The experiment is astonishing, I know. But more interesting is how the IBM researchers move all those atoms to make the tiniest movie ever. Is basically awesome. Enjoy ;)
After some weeks very busy, unable to focus on my news blog, sorting my definitive move of my studio, I have some spare time to take care of it and continue sharing some interesting bits that happen(ed) in my home town, here, in London.
Today, I want to share with you a stunning interactive, kinetic, and reactive window display featuring retail experiences designed to encourage and reward movement. It happened at Selfridges, during the Olympics, last summer (a pity not to be here then to enjoy on live).
This idea comes from an independent agency based in Amsterdam: Staat Creative Agency (bravo for the brand manager of Nike EMEA who bet on them) whose portfolio breathes fresh design chopped with innovative concepts with the aim of turning a brand into an icon, speaking about Nike, more if possible.
Nothing more to talk about, just watch the video:
8 Interactive Nike Windows for Selfridges (London, during Olympics)
- Overall concept, design & creative direction: ...,staat creative agency (www.staatamsterdam.nl) i.c.w. Nike Brand Design EMEA
- Interactive development & realisation: Random Studio
- Technical development & realisation: Jurlights
- Decor: The Set Company
- Photography: Ewout Huibers
- Movie: ...,staat
- Music movie: MMOTHS - Folding.
Enjoy the weekend!
Society is changing at the same pace that the different disciplines of design should do. The Designs of the Year awards, that pay tribute to the best designs from around the world, are also a reference of how integrated and conscious are these disciplines with the individual and the community. In most of the projects nominated the social dimension acquire a relevant role in conjunction with the constant beauty seeking by the essential aesthetic purposes associated with anything that has been "designed".
Zumtobel Annual Report by Brighten the Corners and Anish Kapoor
The nominated designs are the Design Museum panel's pick of the best designs from around the world in the last 12 months across seven categories: Architecture, Digital, Fashion, Furniture, Graphics, Product and Transport.
As a new Londoner, I have been delighted to be surrounded by some of the heavy-weight nominated as the Renzo Piano's “The Shard”, the Thomas Heatherwick’s Cauldron joined by Transport for London’s angular magenta signage for visitors, and the new £6.5 million library in Clapham by Studio Egret West, as some of the 90 finest designs of the year.
A selection of the designs will go on display at the Design Museum, in Shad Thames, south London, from March 20 to July 7, 2013. A winner for each category and one overall winner will be announced in April. I'll see you there! ;)
Because Apocalypse is near and the world is coming to an end, I want to congratulate you all, and specialy the ones that believe, optimistic as me, that everything that comes to an end gives room for what is about to start.
An optimistic vision animated for this "end of the world" year about to finish, that gives us the opportunity to change the thought and enjoy our lifes.
Watch the first "End of the World" final countdown animation ever!!
Since its beginnings, the Internet has evolved at a breakneck pace. Now, almost without us realising it, it allows us to do things that would seem unimaginable years ago.
Transport us in an instant, all the way across the globe. Create music, live and collaboratively with someone thousands of miles away. Work together with a robot so that it reflects our actions. These are just some of the many possibilities that this apparently easy tool offers.
But, are we really aware of the complexities that exist behind the scenes? And, just as we use only a tiny part of our thinking power at any one time – are we missing out on its real potential?..
A series of experiments that bring to life the intangible world of internet and show us how what once seemed impossible is now possible. Definitely a curious, interesting, fun and thoroughly recommended experience for a rainy Sunday afternoon. At the Science Museum in London
These are good reasons of changing and some ways of improving professionaly. An independent creative marketing agency with 30 years experience of delivering award-winning multi-disciplined campaigns awaits.
But the reason why I finally chose this agency is not because of the multiple awards or the location of it. Is because of the people inside. They have been supporting me in every step I make and continued delighting me with their advice. Well, and also because I like its brand new website. ;)
Thanks to all of them.
Every change comes from a dream. A dream that becomes reality through a project carried out by perseverance, effort, learning and enjoyment.
Almost a year ago that the idea of working abroad came over me with hope and motivation, and a bit later, after deciding to leave, guided me in all the projects I've done.
Among them emerges the launch of the 2nd version of my new website pepolopez.com, that without the help of Daniel Gómez Zurita and his extensive experience in building websites would not have been possible.
But after the initial success of the launch, the project continued until the present day, which concludes with the opening of this "news" section.
The place to talk about new projects, ideas, trends, design, typography, photography, illustration. Where you will be updated with interesting news worth spreading.