Wednesday, October 20, 2010

Moving Wallpaper

We’ve been working with Wallpaper magazine for the last few weeks on a special collaboration for their current edition featuring the work of director-playwright-artist Robert Wilson‘s imagery.

The project was inspired by one of our favourite examples of future magic in practice; the Asahi Shimbun Moving Newspaper. Dentsu Inc. used the pre-cinema French technique of Ombro Cinema to transform every advertising space in a special edition of the paper into moving image. The effect, which is similar to that of a zoetrope or lenticular, is entirely analogue: when passing lined acetate over images printed as frames, the images appear to animate.

It was a bit of an enchanting an experience in its own right, but caught our imagination further by using an old, obscure technique to redesign a weary advertising medium and create something new and surprising. Media design at its best.

For this month’s Wallpaper, Dentsu London’s Camille Bozzini spent a solid week in a room with Junichi Harima who joined us from Osaka to help with the technique. Which on the face of it, you might imagine is simple. In practice it involves staring at and fiddling with lines on screens for painstaking hours on end. A millimetre’s difference in the space between frames on the paper can make a massive difference to the overall effect, so it’s a labour of love to achieve the optimum experience.

You can find the result on the cover of the current edition of Wallpaper and throughout the magazine. QR codes also lead you to further films from Robert Wilson of Isabella Rossellini, Brad Pitt, a sumo champion and some snowy owls.

Asahi Elephant from Dentsu London on Vimeo.

Junichi Harima: The Technique from Dentsu London on Vimeo.

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