Maimera (an Italian brand based just outside Milan) have launched a range of oil paints specifically selected for the generation of artists that have experienced the bright, back-lit color of electronic screens their whole lives. Maimeri describes the colors as "the colors of video"
To realize a work that represents color in the era of digital vision, I wanted to move from the generic mathematical images of the digital era and bring an organic aliveness to the feeling of digital - a represention of the mutation of the perception of the color today.
Hong Kong design agency needed an image - not only to block the offices from the view of people waiting in reception, but also to create a specific ‘regional’ feel for the global brand.
Art Direction:
The ‘gold fish = prosperity’* thing needed a touch of modernity for it to work in a design agency. This candid shot taken at the local goldfish market was transferred across the entire glass wall to make a large 'goldfish bowl' from the offices behind.
*In Chinese culture, the goldfish is a symbol of good fortune since the word fish (pronounced “yu” in Chinese) signifies “surplus”. Many businesses have a goldfish tank in their reception for this reason in Hong Kong.
The marketing guys wanted to say - ‘these headphones will deliver great sound and great comfort’.
Art Direction - Motion Graphics:
Water was a good visual analogy to evoke the emotion of sound, and a sense of comfort. The imagery cocooned the headphones in a sound aura or water womb and the positioning line ‘only feel the music’ was used reinforced this thought.
Retail Design:
Pools of light and sound where created where consumers were enticed to interact with the product.
Sound Design:
Remix of the aria ‘Il Dolce Suono’ (The Fifth Element) with ambient digital sounds to create an original track.
Live video mix commissioned by Motorola for Australian Fashion Week.
Using the positioning line, brand identity, urban photography, product photography and footage shot on Motorola phones, the ‘set’
for the video piece was created over a three month period.
It was then mixed live on stage incorporating a live visual feed of the catwalk. The sound was created by a live electric guitarist playing over/with the Soundtrack ‘Electrify’ by radio 4.
After copywriting in advertising for nearly 10 years I really needing to get my visual hands dirty. Enamoured with technology I began to explore video as a creative expression. I 'created' video by mixing/layering static imagery together at 24 frames per second. After a period of 3 years I had a solo exhibition of stills printed on canvas.
The marketing guys wanted to say ‘authentic sound exactly as the artist intended it’.
Philips had lost their footing in sound, so to just say that they could deliver on this would probably fall on deaf ears. We suggested they leverage their brand heritage in lighting.
Positioning Line:
See the light, hear a Philips.
Campaign idea:
Get people to really ‘Hear a Philips’ so the claim had merit.
An online, global casting call inviting real people to be captured ‘seeing the light’ whilst hearing the latest Philips Audio products would create the imagery for the campaign. Proposed photographer was Jake Chessum.
Creative Strategy for Philips ‘mobility’ accessories.
Positioning Line:
‘Goes with you.’
Photographic Direction:
Philips products ‘accessorizing’ the body. Shot over a period of two years and changed seasonally to reflect the color trends of the time.
Packaging Strategy:
The packaging needed to incorporate over 100 skews for global distribution. It was evolved from a generic ranking system 'good- better-best' to a system reflecting the much-loved devices the consumer was buying for: for your iphone, for your laptop, for your ipod.
Re-brand of fashion precinct in the centre of the city of Melbourne, Australia. (Known locally as ‘QV’).
Positioning line:
‘Know your heart’
I personally think the ability to really be 'fashionable' is not to follow, but to be your heart, your true self. The positioning line also helped celebrate the 'hard to discoverness' of the place.
Collaboration with Melbourne design studio, Latitude. Execution by New York illustration collective.
Paint in the era of digital vision.
Il Colore Pensa 70x100 (airbrushed oil on inkjet)
Maimera (an Italian brand based just outside Milan) have launched a range of oil paints specifically selected for the generation of artists that have experienced the bright, back-lit color of electronic screens their whole lives. Maimeri describes the colors as "the colors of video"
To realize a work that represents color in the era of digital vision, I wanted to move from the generic mathematical images of the digital era and bring an organic aliveness to the feeling of digital - a represention of the mutation of the perception of the color today.
Hong Kong design agency needed an image - not only to block the offices from the view of people waiting in reception, but also to create a specific ‘regional’ feel for the global brand.
Art Direction:
The ‘gold fish = prosperity’* thing needed a touch of modernity for it to work in a design agency. This candid shot taken at the local goldfish market was transferred across the entire glass wall to make a large 'goldfish bowl' from the offices behind.
*In Chinese culture, the goldfish is a symbol of good fortune since the word fish (pronounced “yu” in Chinese) signifies “surplus”. Many businesses have a goldfish tank in their reception for this reason in Hong Kong.
The marketing guys wanted it to say ‘refreshing’.
Campaign idea:
Frosty fruits - summer on a stick.
Video art piece for Melbourne Fringe Festival. ‘Learning to Manifest’ was created as a live mix and exhibited as a single channel projection.
Video Exhibit:
Transcript:
la vie est un cirque
croire
the chosen ones have surrendered
they have left behind deceitful games to create a new world with their eyes*
you have been chosen
jouer le jeu
“I have fell in your heart”
c’est l’instant are you a lover?
all matter is light waves
it freezes when observed
and is then particles that can be shaped by thought
and so the principle of creating your own reality
transcend the world
surrender
jouer le jeu
god is you
your imagination is a creative force
pay attention: this is now
follow your bliss**
stay centered and observe the light.
* Jalal ad-Dīn Muhammad Rumi
**Joseph Campbell
The marketing guys wanted to say - ‘these headphones will deliver great sound and great comfort’.
Art Direction - Motion Graphics:
Water was a good visual analogy to evoke the emotion of sound, and a sense of comfort. The imagery cocooned the headphones in a sound aura or water womb and the positioning line ‘only feel the music’ was used reinforced this thought.
Retail Design:
Pools of light and sound where created where consumers were enticed to interact with the product.
Sound Design:
Remix of the aria ‘Il Dolce Suono’ (The Fifth Element) with ambient digital sounds to create an original track.
http://whitemusic.com.hk/
http://www.myspace.com/pixeltoymusic
Live video mix commissioned by Motorola for Australian Fashion Week.
Using the positioning line, brand identity, urban photography, product photography and footage shot on Motorola phones, the ‘set’
for the video piece was created over a three month period.
It was then mixed live on stage incorporating a live visual feed of the catwalk. The sound was created by a live electric guitarist playing over/with the Soundtrack ‘Electrify’ by radio 4.
After copywriting in advertising for nearly 10 years I really needing to get my visual hands dirty. Enamoured with technology I began to explore video as a creative expression. I 'created' video by mixing/layering static imagery together at 24 frames per second. After a period of 3 years I had a solo exhibition of stills printed on canvas.
Solo Exhibition:
‘Art Fashion Music' - Gallery Autore.
St Kilda, Melbourne, Australia 2003.
see here for more of my work in video:
http://myvanwy.com/v3/index.html
http://myvanwy.com/v2/index.html
The marketing guys wanted to say ‘authentic sound exactly as the artist intended it’.
Philips had lost their footing in sound, so to just say that they could deliver on this would probably fall on deaf ears. We suggested they leverage their brand heritage in lighting.
Positioning Line:
See the light, hear a Philips.
Campaign idea:
Get people to really ‘Hear a Philips’ so the claim had merit.
An online, global casting call inviting real people to be captured ‘seeing the light’ whilst hearing the latest Philips Audio products would create the imagery for the campaign. Proposed photographer was Jake Chessum.
http://www.jakechessum.com
Creative Strategy for Philips ‘mobility’ accessories.
Positioning Line:
‘Goes with you.’
Photographic Direction:
Philips products ‘accessorizing’ the body. Shot over a period of two years and changed seasonally to reflect the color trends of the time.
Packaging Strategy:
The packaging needed to incorporate over 100 skews for global distribution. It was evolved from a generic ranking system 'good- better-best' to a system reflecting the much-loved devices the consumer was buying for: for your iphone, for your laptop, for your ipod.
Re-brand of fashion precinct in the centre of the city of Melbourne, Australia. (Known locally as ‘QV’).
Positioning line:
‘Know your heart’
I personally think the ability to really be 'fashionable' is not to follow, but to be your heart, your true self. The positioning line also helped celebrate the 'hard to discoverness' of the place.
Collaboration with Melbourne design studio, Latitude. Execution by New York illustration collective.
http://www.latitudegroup.com.au/#/group