Mitsubishi: Mining

Performance-driven Fabrication

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Syuko Kato and Vincent Huyghe, Fabricating Performance

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Syuko Kato and Vincent Huyghe, Fabricating Performance

Syuko Kato and Vincent Huyghe from the Interactive Architecture Lab have designed a robotic system that turns dance into architectural forms.

Fabricating Performance could maybe also be called Performing Fabrication because of the way the dancing and the building processes inform and respond to each other. The design proposal aims to explore the potential of digitalised notation for implementing fabrication of physical space from imagery of dance movement.

A circularity of human body-gesture and computer machine-gesture leads to the construction of notational spatial artefacts. Driven by the motivation of a participating performer/designer, body movement is tracked, analysed and translated into tool paths for fabrication by a robotic armature and an industrial CNC pipe bending machine. Discrete construction elements are fabricated in response to the dancer/designers performance. ’Fabricating Performance’ qualifies movement in space and raises questions of how these qualitative motion segments can be articulated in a quantitatively physical.

The videos documenting the project are mesmerizing. They reminded me a bit of Lillian and Frank Gilbreths’ chronocyclegraphs. In the early 20th century, the couple employed time-lapse photography to pare a complete factory work cycle down to the shortest and most efficient sequence of gestures. They attached a camera to a timing device and photographed workers performing various tasks. The motion paths traced by small lamps fastened to the worker’s hands or fingers were then turned into wire sculptures.

Interactive Architecture Lab, Fabricating Performance

Syuko Kato, Fabricating Performance

If you’re interested in performance, interactivity and architecture, then you might want to keep your eyes peeled for the projects that will come out of MArch Design for Performance and Interaction, a new masters programme at The Bartlett School of Architecture. I’m already looking forward to see how creatively future students and graduates will use the latest innovations in fabrication and in networked and responsive technologies.

In the meantime, i’ve had a quick chat with Syuko Kato and Vincent Huyghe about their project. The interview even features special guest appearances of Interactive Architecture Lab director Ruairi Glynn.

Hi Syuko and Vincent! What were the biggest challenges you encountered while developing this work?

Syuko: Once we’d managed to capture live movement, the question was how do we translate it into a notion that describes paths and intent with a simple line. We wanted those translations to also start to describe habitable spaces so there’s a lot of filtering and rationalisation in the software. We began with a very analogue dance investigation. Movements were described through terms such as weight, flow, speed, length and then we built it up from there.

Vincent: The bigger, longer term challenge is how do you fabricate notional elements quickly enough to create on continuous performance. We need an array of robots and bending machines if we wanted the fabrication to keep pace with a dancer. So at the moment working with just one robot, there’s a mismatch between dance and fabrication but it’s a gap we’re tightening every day.

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Bending system whole view

Does FP leave any space for the involvement of a human choreographer (other than the dancer)?

Ruairi: That’s an interesting question, we haven’t got that far with this project but that’s certainly something we’re expecting to do. Having choreographers work in a team on an interaction project is always interesting because typically a choreography is linear. Here however the spatial notation is emergent out of a back and forth process we can’t fully control or predict. So every dance, and every space it creates is unique. Luckily in the past we’ve been able to work with great choreographers like Shobana Jeyasingh & the RAMS team from YCAM who embrace this non-linearity.

Syuko: This kind of tool invites people from all sorts of disciplines to explore movement and design. It doesn’t have to be a staged dance performance. It could be about our every day movements. It would be interesting to see it used to design a bus stop or to allow children to design a playground. If dance and movement can convey a design intent, it opens up people’s ability to express themselves spatially.

Fabricating Performance also made me think about the growing role of algorithms and robots in creativity. The works of some visual artists, for example, relies heavily on the ‘creativity’ and actions of algorithms. What do you think about this increasing space that algorithms and robots are taking in creativity?

Syuko: Dance has been codifying movement algorithmically for a very long time. Laban’s notional system for example has its own rules (or algorithms) that inspired a lot of our early discussions on how to analyze movement.

The translations of complex movement to simplified geometries is a translation where a lot of information gets lost but rather than see that as a negative thing we think it opens up room for individual interpretation, play and creativity. So the emergent properties of the system is where the creativity springs out of this in a way that leaves you as a dancer feeling like you’re dancing with a partner rather than on your own.

Ruairi: We now have 10 industrial robots arms at the Bartlett, and dozens of Makerbots. Its extraordinary how robotics is changing the way we think about design and making architecture but the typical approach is to treat the robot as the end of a linear process of design to fabrication. Basically big dumb blind machines doing what we tell them to do. So what we’re interested in is challenging that model moving from linear to circular feedback processes of production. Interaction in fabrication is a really rich untapped territory.

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Syuko Kato and Vincent Huyghe, Fabricating Performance

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Syuko Kato and Vincent Huyghe, Fabricating Performance

Syuko, you are also a dancer. So what did Fabricating Performance teach you as a dancer? About movement, human body, choreography or other?

Syuko: At each stage of the research process, I developed more understandings toward the design space in relation to my body. I’ve watched the software’s evaluation of the movement data a lot, and this helped me to decide how I would move to try and develop a space I had in my mind. Once the space starts to build up, you stop thinking about your original idea and respond more to what is around you. As I gained more experience, it became more of a free flowing and creative process.

Thanks Syuko, Vincent and Ruairi!

Don’t Let Managing Your Employees Stifle the Creative Process

How do you manage employees in a professional manner without stifling creativity? What’s more, how do you do it without sacrificing payroll, taxes and all the other things necessary to run an optimal business? The key is to do three things: First, use the right systems to run your business. Second, hire the right talent. […]

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Sorpresa – Dad / Football son (2016) :60 (Mexico)

Sorpresa - Dad / Football son (2016) :60 (Mexico)
The thing about becoming a parent is that for nine months, you have all sorts of ideas about what is growing in that belly. A boy? A girl? Green eyes? Looks like you? Looks like their grandfather? Abstract minded? Creative? Sporty? Outgoing? Introvert? A writer? A singer? A football player?

All the things you look forward to teaching that child become so important, you want to share all your favourite things. In this ad future dad buys little football shoes before the bump is even visible. “I will teach him to play” future dad thinks. He brags to his friends while showing a 16 week ultrasound* about how his son, his boy, will be the biggest football legend ever. And then the moment happens, when everything you ever wanted is born and she is everything you didn’t expect, and perfect just like that. There’s the twist. Football fan dad has a daughter who loves gymnastics.

“I wanted so much to teach you about this game,” the dad VO says, “But in the end, it was you who ended up teaching me about life. I am your biggest fan.” A very sweet ad for the special olympics Sorpresa. The gymnast talent is Maria Barbara Wetzel – a.k.a Bibi – who won the world championship in 2015 for Mexico.

* yes, if you’re familiar with this ultrasound you’ll realize the disconnect in this ad. Sometimes it’s best not to overthink advertising. It tells stories in the simplest terms.

Amish Sabharwal : In a chat with a Creative Director

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DesiCreative – Indian Advertising Creative Blog and Community (beta 1.4)

Amish Sabharwal, one of the lost children of the bridge generation has desperately tried to do nothing and everything at once and ended up in Advertising.
He believes in happily ever after (Not be confused with Happy Endings) and would like to be a celebrated work in progress.

If a Schizo was to yank pages out of random books about music, fiction, Chess, TV, beat poetry, theatre, cinema, voice performance, dance and stick them hastily into a hardbound cover in no particular order, he would get a piece of work called ‘The life and whims of Amish Sabharwal’. And it might read out like a rant.

Why are you into Advertising?
I wanted two things in life, a fairy tale romance (which has nothing to do with advertising) and a job I would love going to every single morning. Advertising has been a book shelf for a disjointed work like me. And I love the hunt. Nothing like pumping distracted and cynical minds with magic lead.

Did you attend school for fine art or design or Communications?
Yes. I was in Indian Institute of Mass Comm and I did my ADPR course from there. I think it was the 5th most important decision I took in life.

Tell us about your awards. How has that impacted your career?
I am pretty new to the award game. This was the first year where I actually put my mind to it and I have a gold and 2 bronzes to show for it. And moreover I am proud that my agency picked up 23 metals as compared to nil. We started the year with Abbys, fingers crossed for the rest. Earlier I have picked up stuff like Effies, NDTV greenies, olive crown awards and been featured as the hottest young creatives of India in Brand equity and picked up the Star youth achiever award at the Youth Marketing forum. Career wise been the same for me. I am always a part of the SWAT team.

Were there any particular role models for you when you grew up?
My Mum (For strength of character), Kishore Kumar (For his versatility), Popeye and Jerry (For showing me how to stand up to bullies), Edgar Allan Poe (For his twisted mind), Steve Nash (For his selfless play). Since I am still growing up Ankita Dash Sabharwal is a role model for me.

Who was the most influential personality on your career in Advertising?
ANUJA CHAUHAN. There is no one like her, forget her work (It’s awesome) but just who she was. I was a trainee and she always gave me the confidence to punch above my designation. And when you start like that, you learn to grab life by its sweaty balls.

Where do you get your inspiration from?
From inspiring work. Work which has someone’s heart invested in it. Work who someone believed in and did it exactly like that. It makes me think of ‘What if’ ‘What could be’  and it is the best kind of inspiration.

Your personal favourite campaign?
It’s a toughie, I have too many favourites. I loved the Sachin mask ad for Pepsi. Because I remember it as a kid.

Do you have any kind of a program to nurture and train young talent?
I should right? Point taken.

What about new and young film makers/photographers? Do you consciously keep looking for newer talent and try someone completely new?
Yeah.  They bring raw energy, the will to do something different and hunger into the mix and I feed off it.

What do you think of the state of Print advertising right now. At least here in India, the released work is most often too sad? Why do you think it  has lost the shine? Why are the younger lot more interested in TV?
TV. Digital. Mobile. VR. Experiential stuff. It makes print look sad, its too complete, nothing to unravel, too static. But it doesn’t mean that it can’t get better, or new-er. Rather the whole print media itself needs to reinvent itself. But on a brighter note, books are still not out of fashion.

More and more young people are web savvy and want to work on the internet or on more entrepreneurial ventures. Has that affected the quality of people advertising has been getting?
Sadly it is true. But I think this is the age of collaboration. If you have the idea, you will find the people to make it happen. The way agencies function will change anyway. So it is good to have more of specialists in that way.

Do you think brands whose advertising wins awards, do well in the market?
Not true. It is like the Oscars or Star Parivar awards, man!

What advice do you have for aspiring creative professionals?
Believe in yourself. Own whatever you are and then build on it. And also don’t lose patience. Hard work will never go out of fashion but celebrate the small victories. Be unapologetic for what comes out of your beautiful mind. Punch someone.

What is your dream project?
To do my own ‘projects’ with my work. It is a WIP dream project which I want to last a lifetime.

Mac or PC?
Mac and PC.

Who would you like to take out for dinner?
My Nani. She left me when I was really young.

What’s on your iPod?
Chill house, RHCP, latest bollywood senti waale songs, Kishore Kumar, Zero 7, Eminem, John Mayer, Of Monsters and Men, Angus and Julia Stone, Ed Sheeran, Etta James, Coldplay, Maroon 5, Lana Del Ray, Frank Sinatra, Miles Davis

Whats your Twitter Handle?
@craniumdoodah

59x42cm The Feel Poster Campaign

42x59.4cm PRINT COPY WRITING D01-Single

42x59.4cm PRINT COPY WRITING D01-Single42x59.4cm PRINT COPY WRITING D01-Single

Print

Print Print

Print

Print

 

Nokia Recycle :

ECD: Anuja Chauhan
Writer: Amish Sabharwal
Director: Buddy (Little Lamb Films)
This film won Effies Gold, NDTV Greenies and an internal Nokia award in Finland.

Shine.com
NCD: Soumitra Karnik
Writers: Soumitra Karnik, Amish Sabharwal
Director: Shashanka Ghosh (Gobsmack Productions)

Feel poster Av
Director: Lovnish Bhalla

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The post Trump’s “First Family” Look Is An Image That’s Hard To Beat appeared first on AdPulp.

Advertising: Nationwide’s Enduring Slogan Still Distinguishes the Brand

Today, few companies can boast that they’ve remained loyal to a tagline born in the 1960s, but “Nationwide is on your side” continues to stand out in a chaotic marketing landscape.

Mediator: In the Hamptons, a Small-Town Paper Is a Beacon in the Mayhem

The East Hampton Star is a 131-year testament to the central role that local, family-owned newspapers can still play.

Middle Eastern Writers Find Refuge in the Dystopian Novel

A new wave of apocalyptic fiction is emerging from writers grappling with the chaotic aftermath and stinging disappointments of the Arab Spring.

Books of The Times: Review: Dan Vyleta’s ‘Smoke’ Is a Supernatural Take on a Victorian Novel

A boarding school figures into this story that skillfully mixes fantasy, morality and imagination.

Help Kenya Not Kanye (2016) case study (USA)

Gabriel Ferrer, Alma’s senior copywriter, was minding his won business roaming twitter one day when he saw one of Kanye’s epic rants. In this particular one, Kanye was complaining about being “broke”.

As if. Gabriel Ferrer realized that as much as he loved Kanye’s music, he couldn’t agree with this and launched “Help Kenya not Kanye” together with Crowdrise. Moving the social media conversation from Kanye’s debt to opportunities to do some good in Kenya at the website HelpKenyaNotKanye.com. Snarktastic move, that actually raised money for schools in Kenya too, I love this idea. Also, can we please get an award for case studies already? This one is rapping the case study and I love that too.

Frank Modell, Longtime New Yorker Cartoonist, Dies at 98

Mr. Modell’s contributions to the magazine for more than 50 years evoked for readers their everyday vexations.

Zing! 37 – Por Que Adaptar?

zing37_cover_b9

Na hora de expor suas idéias, todo criador se depara com uma decisão importante: qual a melhor forma de contar determinada história? É que há uma enorme diferença entre dizer algo por meio de texto, foto, vídeo ou áudio. O meio muda a mensagem e até a forma e o momento como vamos recebê-la. Maron […]

> LEIA MAIS: Zing! 37 – Por Que Adaptar?

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Grain Belt’s New Lager Gets The Colle & McVoy Treatment

Inspired by the Mississippi River and the hard working lock and dam system that powered the original Grain Belt brewery, this new brew combines old-world techniques with a hint of hops to bring the traditional American lager into the 21st century. Design and packaging from Colle + McVoy in Minneapolis. Grain Belt is now made […]

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Chinese detergent company apologise & blame media for over-amplification of 'racist' black man ad.

Shanghai Leishang Cosmetics, who created the washing powder ad that went viral, says “sorry” for harm caused by foreign media’s “over-amplification” of ad.

“We express regret that the ad should have caused a controversy. But we will not shun responsibility for controversial content.

We express our apology for the harm caused to the African people because of the spread of the ad and the over-amplification by the media. We sincerely hope the public and the media will not over-read it.”

The company also said that they “had never thought about the issue of racism” when they created the ad. The company has pulled all the copies they have control over of the ad online, but it can be found in countless news outlets anyway, such as Al Jazeera, BBC News, Financial Times, CNBC, and The Drum.

Qiaobi ?? – Black man washed = Chinese man (2016) :30 (China)

While these outlets react at how the ad can be seen as racist, we at Adland will simply Badland it. This ad is a remake of an Italian washing powder ad created back in 2007. Right down to the music choice – and possibly the pun. This isn’t the first time a company in a far off and has simply copied an idea they’ve seen elsewhere, and made it worse. We have countless example like the copy machine copies here, and often discuss the difference between inevitable Creative Outcomes and demo-love. A straight up rip-off seems to be what happened here, as if the marketing director saw the Itailian advert, and decided to ask the agency to just do exactly that.

Coloreria Italiana – Coloured is better – (2007) :40 (Italy)

That wasn’t the only terrible pun created for the Italian washing powder company, they also ran this ad which ends on an even groan-worthier one. Here the roles are changed as the man tosses his wife into the washer when she demands that he do the laundry, but he doesn’t get quite what he expected.

Coloreria Italiana – Husbands Revenge (2007) :50 (Italy)

So while the world currently decries the racism in the Qiaobi ?? ad, nobody seemed to mind much at all back in 2007 when the reverse happened in the Italian ad. Different cultural frame of reference, you see. And the issue of plagiarism other peoples work is lost once again. It’s fascinating to me that when ads reach a global audience, they tend to fall on the United States/western world of ad sensibilities – apparently we are all Americans in the internet? Other examples of this phenomena was when The Heinz “kiss” and UK Snickers ad was banned for homophobia, by complaints from the USA, and my personal fave when KFC Australia had to pull a cricket related ad because US people thought feeding the opposing (west Indian) team fried chicken was racist.

What’s offensive in some company, is not in others. For example, in Sweden after dinner the hostess will offer “påtår”, that is a second cup of after dinner coffee. This is almost always accepted, in fact it’s seen as a little rude to leave after the first cup and will have the hostess wondering what went wrong. Meanwhile, if you offer a second cup to your dinner guests and they are from the southern United States, they will take this as a discreet hint to leave. Awkward.

Advertising agencies have, for global brands, been creating campaigns that in theory should work all over the world for years – though Coca Cola will seemingly never understand why we won’t buy it for christmas in Sweden. The “universal idea” and global advertising will never have the opportunity to target our very different cultural sensibilities – and the internet is quite the helper alerting the not-target-market about an ad they should take offense to. Meanwhile, in supermarkets in China, someone who actually is the target market might just pick up some Qiaobi ??. And that, my friends, is the only thing the ad set out to achieve – the Chinese brand doesn’t care what people in the UK think about their ad.

Johnsonville "Responsibilities" (2016) :30 (USA)

Johnsonville is a family-owned company and the people are responsible for everything, including the commercials. This formulaic campaign is redeemed somewhat by the aw-shucks Midwestern sensibilities of the employees. But make no mistake, it’s still a formula. But hey, at least it gets out the word that they are a family owned company.

Johnsonville "Jeff and his forest friends" (2016) 1:00 (USA)

Jeff is an employee at Johnsonville and because Johnsonville does everything there, including commercials. In this case, Jess enjoys the forest with his talking animals who are very keen to know more about Johnsonville. He’s all too keen to respond. When an inquisitive wolf asked how come he knows how to talk to animals he says “books,” and that gets a round of laughter form the animal forest. Commercials made the Johnsonville way are cute. If you strip away the forest creatures and read this on paper though, it would be nothing but 50 seconds of product. So let that be a lesson– you can say anything and peoplpe will listen just as long as it comes from a talking animal.

Johnsonville "Regular speed chase by Brett" (2016) 1:00 (USA)

In Brett’s Johnsonville commercial, there’s a car chase with all kinds of cars. But they are all trying to chase down the Johnsonville semi. So the truck drivers realized they left the grill on again and there’s nothing to do but stop and feed everyone. So everybody ends up eating Johnsonville Brats. Oh, and there’s an explosion. Commercials mae my Johnsonville employees are made the Johnsonville way. Have to say I’m way more intrigued by Brett letting it slip that they have grills on their semis.
They have grills on their trucks.
This is a waaaaaaaaaay bigger idea.

Rocket Science by Hakuhodo Percept

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DesiCreative – Indian Advertising Creative Blog and Community (beta 1.4)

Advertising Agency: Hakuhodo Percept, New Delhi, India
Creative Directors: Elvis Sequeira, Sabuj Sengupta
Art Director: Niloy Som
Additional credits: Atul Kumar

 

 

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