We’re proud to announce the first Living Ad–advertising designed specifically for the iPad and tablets.
Produced with Yahoo! and the good folks at Saatchi & Saatchi LA, the premiere Living Ad for the Toyota Prius v takes you on a brief journey though 3 interactive scenes that can be explored by touch. You can see the ad in its proper form on Livestand for iPad, but for now check out the walkthrough video below:
What’s cool is it marks the first time a commercial tablet ad has used HTML5 to take advantage the iPad’s accelerometer and physics. More importantly though, we’re making a shift towards setting higher standards for tablet advertising over what’s on the web.
Our aim is to help usher in a new movement in digital advertising, which has to be about more than just making digital versions of existing print and broadcast campaigns. We have a responsibility to embrace the technology and evolve with it. The metrics will get there in time, and are moving steadily in that direction, but now’s the time to set the standards. The Living Ad is a huge step forward.
Extra special thanks to the incredibly talented Hayley Taylor for her track “Felt Like Love” available on iTunes here. http://www.hayleytaylor.com/
Thank you! You guys rock. Not because you gave us an ass-kicking gold statue to run around the south of France with, but because you went out of your way to recognize a vision we have for how publishing can and should evolve, something we like to call the Living Art movement. And for that I am honored.
We believe in this movement with all of our hearts. We’ve lived and breathed this for the past several years and have dedicated ourselves to the trial-and-error process of developing best practices. Living Art is the evolution of publishing. It’s gonna happen with or without us. And sure, it may take a little imagination for publishers and advertisers to see the crystal ball with as much clarity as we claim to, but honestly, not much. And I’m confident as soon as people start producing more of this stuff, it will spark a creative renaissance.
That’s why we’re working our butts off. We want to be there when this all takes off. We want to do everything we can to influence the kind and caliber of work that is getting made in the name of Living Art. At this point, we know we’ve barely scratched the surface of what is possible, but we’ve already begun to discover a unique and wonderful visual language developing out of this medium. And while we’re not suggesting people get as geeky as we have with the academics of it, it’s important to recognize that an audience will pick up on the subtleties of that grammar, and that just like with film-theory, game-theory or design-theory, etc.. there is a reason behind why one would express an idea using Living Art- just like there’s a reason why you would express an idea with photography, or a sculpture… a 30 second commercial.. a poem…
Here’s the point.
We’re pretty sure you, the esteemed Cannes jury get this. In fact, the whole reason why we entered Cannes was because we think highly of you as individuals, and wanted to make sure you got to see the work. The award was certainly unexpected, but very welcome. So I wanted to say thank you for the recognition, but more importantly, thank you for sharing our vision for the future of publishing, and for tilting the spotlight our way.
We are pretty invested in making sure Living Art grows as a good art form. That it doesn’t hang out with drug addicts, goes to a nice finishing school, and eventually grows up to be a mature, well established medium.. We are the self appointed guardians.. .the taste police of living art if you will, and we will do it happily until someone wants to knock us off our perch and show us how its done. C’mon. Dare ya.
A member of Cannes Lions Cyber jury speaks on why Alexx Henry Studio’s “Viv Mag Motion Title & Interactive Spread” was awarded the Gold Lion in it’s category.
“The Viv Mag motion title and interactive spread is an an astonishing use of work that has stood out from the very beginning of the judging process. It’s a few weeks already and it has constantly ranked very very high because it’s just a very new experience, a new way to look at not only the iPad but how we deal with content in terms of combining written pieces with animation and new depth to the content which is absolutely astounding.
So what it really does is to show us a very clear path to the future and I have to say we were all very excited about it because its showing a new way not only for publishers and magazines, but obviously also for advertisers and the way we look at a print ad evolving into a new medium and how it can actually can be driven into a much much more experiential area.
So this is really an absolutely fascinating work it is a the very beginning but we are all very convinced that this is leading the future now. “
Monday March 28th 2011, 11:36 AM Posted by: Alexx
Filed under: Inspiring
I’m raising a glass to Paul Baran.
50 years ago he dreamed up what became the fundamental architecture for the internet. He went to AT&T to sell his vision. They didn’t get it. He was telling a digital story in an analog world. Here’s the story he told Wired in a 2001 interview.
“I went over to AT&T headquarters — one of many, many times — and there’s a group of old graybeards. I start describing how this works. One stops me and says, “Wait a minute, son. Are you trying to tell us that you open the switch up in the middle of the conversation?” I say, “Yes.” His eyeballs roll as he looks at his associates and shakes his head. We just weren’t on the same wavelength…They didn’t understand digital. It was mostly generational, but there were young analog guys who had the same problem. “
His vision 50 years ago is such a part of our modern world, that it’s tough to imagine life without it. Real innovation is scary to the status quo. Big ideas can be threatening. It can also difficult to tell the difference between out-of-this-world innovation, and insanity. Ed Wood was a dreamer and had big ideas just like the young patent clerk Albert Einstein. Sometimes it’s tough to tell who you are. Plus, timing is critical. If you have a vision, you have to believe. Test your ideas… be as scientific as you can about it. But when the status quo dosen’t know what you’re talking about, don’t assume they’re right. It may be a good sign you are onto something.
“We don’t like their sound, and guitar music is on the way out.” Decca Recording Co. in a 1962 rejection letter to the Beatles.
We’re up for a SXSW interactive people’s choice award and we could really use your support. If you don’t mind, it just takes a second, and all you have to do is vote for our Viv Mag Interactive Feature. The voting is a little confusing so we put together this pic to make it easy-peasy. Thanks in advance!
“SXSW Interactive features five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, the incredible new SXSW Trade Show and an unbeatable lineup of special programs showcasing the best new digital works, video games and innovative ideas the international community has to offer. Join us for the most energetic, inspiring and creative event of the year, taking place March 11-15, 2011 in Austin, Texas.”
When Kodak first announced they were no longer making Kodachrome last year, we lamented with a small tribute to Saul Leiter, one of my favorite photographers that embodied this classic filmstock.
Well now, its truly the end: Photographer Steve McCurry recently processed the last roll of Kodachrome ever produced by Kodak, at Dwayne’s Photo in Kansas, the last lab on the planet to process the iconic film. This is from that roll:
Actor Robert De Niro in his screening room in Tribeca, NYC
Driven by passion, this team fearlessly breaks down the conventional boundrys of what a music video can be. No video embed here. It’s something you need to experience for yourself. Like the Wilderness Downtown project from Chris Milk and Arcade Fire, these projects challenge the conventional ideas in media and certainly in Masa’s case are driven by a passion to innovate regardless of what they have for resources. These past couple of projects I’ve posted, have been an enormous inspiration to me, and I hope will be to you.
If there’s one thing to take away from all this, it is that passion and motivation, not the abundance of financial resources is the only real currency. By using the resources you have, and combining them with passion and drive, you can make something truly powerful and inspiring.