Creative breakfast got a 3D makeover with the theme ‘Dimension’. As always the theme is completely open to the individual’s interpretation, so we always get a good range of interesting projects and ideas brought to the table.
Here’s what the studio found out:
Dimension in copy
First up was Charlie, who interpreted the dimension theme with his copywriter expertise. Guardian ‘Points of View’ advert. This TV spot often turns up in lists of ‘the best ads of all time’. It’s a genius example of how adding new dimensions to a narrative can transform the viewer’s reaction.
Continuing the newspaper theme, Charlie also looked into how media can manipulate the truth. Case in point: a newspaper article about young British footballer, Raheem Sterling, who bought an expensive house for his mum. Look at how the journalist adds an extra dimension to one narrative to change the reader’s reaction.
3D Zebra Crossings
Dave highlighted an alternative dimension in road safety, currently found in Iceland. In 2017 fishing village Ísafjörður turned a traditional, striped zebra crossing in the centre of town into a crosswalk that appears to be hovering directly above the asphalt. This 3D style appeared in China, Germany and Canada before it reached Iceland, although the idea was originally conceived in India.
The idea is to create enough of a distraction to make drivers slow down, but not be convincing enough to make them think it’s a real object (that bit’s important!). It’s a distraction and it must be pretty disorientating for a driver when they first experience it, but it seems to be having the desired effect (although that could be because so many people are standing on it to have photos taken).
The Fun Theory
Jen explored experiential advertising which takes traditional 2D advertising into a new dimension! Brands are using experiences to have a lasting impact on their customers. By making people feel good, engaged, or surprised by an experience, they’ll associate these positive emotions with your brand – it’s a great technique to be memorable and create brand trust.
This example from VW (created by DDB Stockholm) is an experiment that proves that if you make something fun, people are more likely to do it. Launched at the same time as VW introduced electric cars (and experiencing mass scepticism) VW’s goal was to cause a behavioural change. A series of experiential social experiments aimed to turn the ordinary into something fun and make people’s personal habits healthier at the same time.
Inspired by the amount of flat-pack furniture Jack has been piecing together recently, he spent some time looking at IKEA’s instructional character and the many ways the style has been reproduced elsewhere.
Tim’s a big fan of the end sequence of Captain America ‘The Winter Soldier’ – 2014, the simplification of 3D subjects movements into silhouettes moving in a 2D environment is an aesthetic that’s always appealed to me.
While researching it, he found the styling owed a lot to the early works of Saul Bass, who many would view as the godfather of the animated title sequence and kinetic typography. His credits include Preminger’s ‘The Man with the Golden Arm’ Hitchcock’s ’North by Northwest’ and ‘Psycho’.
The Nike App
Sarah looked into the Nike app, which has been updated and now offers the most up-to-date online shopping experience. By using augmented reality and AI combined, the app can suggest the perfect fitting shoe, all from the comfort of your home.
The app needs the user to take a picture of their feet against a wall or straight edge wearing socks that contrast with the colour of the floor. The app then calculates measurements from the picture using a 13-point mapping system giving the user their ideal size and width.
Your profile then links up with Nike’s shoe catalogue, so when you browse for shoes with the app, you only get relevant suggestions based on your profile. The app considers different styles of footwear alter the sizing accordingly – for example, a proper running shoe compared to an everyday trainer. You can also set up guest profiles, making it easier to buy shoes for friends and family too. All images (and base article from here).
Jayne opened up the concept of four-dimensional space (and the difficulties involved in trying to visualise it). This technique has helped inspire many modern artists in the first half of the 20th century. Early Cubists, Surrealists, Futurists, and abstract artists took ideas from higher-dimensional mathematics and used them to radically advance their work.
And that’s a wrap for our latest creative breakfast! Stay tuned for another one coming soon – we’ve had to split the studio in half for creative breakfasts now as we’re getting a bit big for everyone to present in one session. The other half of the studio will be doing their bit, with a different theme soon.