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/
To learn more about Living Ads, check out http://livingad.com or check out this promo piece:
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. “
Tuesday July 06th 2010, 5:55 PM Posted by: Andrew
Filed under: Advertising,Living Art
Cemusa, a popular international outdoor advertising company, is soon releasing 65″ landscape screens and 70″ portrait touch screens starting at newsstand locations complete with scheduling software and network connectivity.
These will offer the ability deliver video and interactive digital Living Art content directly to New Yorkers. If done correctly, this could possibly be the start of a New York CBS Alive or Adspace. It will be very interesting to see what type of content these screens are first released with.
After the first wave of signage, they plan on to roll out their screens onto bus stops and (ahem!) public restrooms (and for god’s sake please wash your hands before using the touch screens.) Show+Tell, the ad agency working with Cemusa, is developing the scheduling and playback software, network connectivity, implementation services, and support services into the screens.
Together with co-directors Cory Strassburger and Ming Hsiung, we produced a motion magazine cover and feature spread for Viv Mag – an all digital magazine, which would allow us to create content that will be able to live on the iPad and other tablet devices where digital magazines can live.
Our collaboration with Cory and Ming has been a phonemonal experience and you’ll see a lot more great work coming from this team. Check out this featurette, which goes behind the scenes and shows how we put it all together.
Special thanks to Campion for taking a risk with me. Without the bravery of a good client, we wouldn’t be able to bring you work of this caliber.
Extra special thanks to B2Pro Lighting, Red Camera & Jarred Land.
Extra extra special thanks to Chuck Carey and the good people at Troika Design Group without whom we would still be waiting for renders.
Here’s our “Living” Magazine Cover and Spread released with the October issue of Outside Magazine. Photographed with the Red One camera, we created our vision of how a motion-magazine of the not-too-distant future would look based on emerging technologies like flexible OLED and E Ink.
Music is “Gone Gone Days” by Two Years Before the Mast and “I Like Van Halen Because My Sister Says They Are Cool” which has got to be my favorite song title in the world by El Ten Eleven. You can buy El Ten Eleven’s music here: itunes.com/elteneleven
Thanks to everyone for all the terrific feedback and comments on this and all the other blogs that carried the Living One Sheet Video! It’s great to be part of this discussion. This is such an incredibly exciting time to be an image maker. We are at the dawn of something new.
It won’t be long before the Harry Potter vision of the future is realized with moving portraits adorning newspapers and adverts. I am so excited about all the possibilities with converging photography with motion and thrilled to be on the front lines.
I’ve been getting some feedback about how these changes are exciting but scary, and some fear about the barrier to entry (cost of Red etc…) and I’d just like to state the obvious and say that yeah, change can be scary, but as Heraclitus pointed out 2500 years ago, the only constant is change. So as artists, we wind up facing the fundamental Darwinian axiom- evolve or dissolve.
Sure the Red One is expensive, but you can rent. And even still, the video image quality from the 5DMII is breathtaking, and that is certainly affordable.
So I challenge you to go out and try something. Take your aesthetic and vision as an image maker and try something new. I’d love to see what you can come up with. As an added incentive, there’s even a contest in the works. Stay tuned for the deets.
As promised, here is our experience with using the Red One Camera, chronicling our voyage beyond the still image. Looking forward to our next project featuring living art portraits. Stay tuned… After the video, take a peek at the links to see the final results.
We’re very excited about all the possibilities with converging photography and motion. Big thanks to everyone who helped make this happen. Especially Pam, DJ and Chad over at Hallmark who championed the idea. It’s not every client who is willing to take a risk with something new and they deserve recognition for this.
Here’s another campaign that does a great job of using photography as the best way of expressing a wonderfully textured idea. From BBDO Guerrero. The cans shown here were installed around Manila.
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