Archive for creativity

Panoramas gone digital

Posted in Uncategorized with tags , , , , , , , , on September 8, 2008 by andjambro

I was slightly ashamed after my usual messing around with constructed panoramas on holiday, when a friend said he’d been doing the same and gave me this link:

http://photosynth.net/view.aspx?cid=02dbdd97-6cea-4bf9-8594-3a5369e7e585

If you’ve never seen photosynth it’s an awfully clever bit of software owned by Microsoft which calculates where views are in 3D space based on what it sees in the photos.  It’s really impressive when you see it do things like ransack Flickr for loads of pictures of the same place and stitch them all together.

It’s not new, but I thought I’d share my shame at not being “digital” enough to clock that I could have done all my panoramas like this.

Not seen it being used much for product viewing, but having spent the last 5 years working out innovative ways to rotate a football boot in 3D in a way that’s not been done before (for Umbro) then it’s got to be on the cards..

All cinema should be like this

Posted in Uncategorized with tags , , , , , , , , , , , , , on August 9, 2008 by andjambro

Went to the IMAX in Bradford last night to see the Dark Knight.  My opinion of the current crop of Batman movies is that while they are enjoyable romps and I like the dark edge they have they still pander to the child, getting a little bit lost in places where they fall down on the side of a joke or a gratuitous action scene rather than daring to be complex.  I hope this might come in time.  That said, the film was an awesome spectacle.

The experience of Batman on an IMAX screen reminded me how strange it was that cinema has ended up where it has.  Considering the efforts cinema has gone to over the years to differentiate itself from television it’s bizarre that we’ve ended up in a multiplex world of reletively small screens and more intimate theatres.  Going to see a movie in IMAX really offers something that’s currently out of reach of home cinema’s plasma screens and surround sound.  Sweeping over Gotham in front of a 50 foot curved screen you experience almost total immersion, so suspension of disbelief is easy.  As far as I was concerned watching that movie, Batman’s real, Gotham’s real and having gone to see the movie at 5pm I was shocked to discover that it wasn’t the middle of the night and I wasn’t surrounded by vertigo inducing skyscrapers.

But even with it’s total immersion, 3D capabilities and awesome sound experiences the IMAX is in danger of being thwarted by the home market.  Companies like ezGear and RelaxView are already offering the potential for a potentially stereoscopic experience.  Once you’ve got these on and your headphones plugged in you can pretty much have a totally immerssive experience by just plugging into your iPod while you’re on the bus.  Ok, so ezVision4 and RelaxView4 currently only support a 640×480 resolution and a 150cm screen set a virtual 3 meters away from you, but if there’s one thing you know about technology it’s that we’re only a few years off these being almost wholly immersive at a fantastic resolution.  And when that happens, voila, IMAX experience on the bus time. 

It’s ironic that the National Media Museum in Bradford, the home of Europe’s first IMAX screen, is pretty much next door to the old decaying ODEON cinema.  When I was a kid Odean 2 was the best regular cinema experience, short of going and standing in a Cinema 2000 or something.  The Odeon had 70mm facilities, but what was really special about a trip to the cinema wasn’t the size of the screen, but the size of the audotorium.  They say you know a great cinema experience when the audience clap, and they clapped for Batman last night, but it was a polite golf clap from the handful of people that can fit in the theatre.  When they clapped in the Odean 2, you knew about it because there was something like 1,207 people sat there.

So are we going to be able to (and would you even want to) recreate that shared experience at home (or on the bus)?  You could link into an simultaneously watch a movie over the ‘net and get piped everyone’s jeers and crisp packet rustles.  You could even be asked to stand up occassionally to let someone get past you or be hit on the back of the head by some virtual popcorn.  I don’t see why not really.  I guess I don’t expect films to be experienced this way, but as these immersive specs get better it brings us one step closer to Neal Stephenson’s vision of the internet as MetaVerse and the idea of the virtual theatre or, especially stadium isn’t so crazy.  Granted, though, the entertainment’s more likely to be virtual WWE battles rather than a Nick Roeg classic.

Odean, Bradford

What is creativity?

Posted in Uncategorized with tags , , , , , , , , on August 6, 2008 by andjambro

As part of a pres I’ve been putting together about online creativity I was reminded of somehing a wise old owl Eric Solamon (ex Heinz global brand manager) showed me as an example of why creativity is important.

For years the world’s biggest advertiser (P&G) has demanded that its adverts use demonstration to illustrate the power of the product.  Fairy liquid have always shown you how much further they’re washing up liquid goes.  Check out these two ads:

The first is a straight up Nanette Newman just telling you how much better Fairy is.

This is pretty much exactly the same ad with exactly the same message, just done creatively:

check out the oldies too:

 

Which do you empathise with the most?  Which appeals to you?

I Facebook’d Your Mum

Posted in Uncategorized with tags , , , , , , , , , , , , , on August 5, 2008 by andjambro

Facebook Facebook Facebook.  It’s only since the second quarter of 08 that we started outputting Facebook apps and games for our clients.  Difficult as it is to believe, this time last year normal human beings had never hear of Facebook and the phrase ‘I Facebook’d your mum’ would have got you punched in the chops.  Now of course ex-girlfriends, psycho schoolpals you never spoke to and inappropriate work collegues and clients all over the land are poking or ignoring each other on a daily basis.

So here are a couple of examples of some of the Facebook apps and games we’ve published:

The Official English Cricket Board Cricket Game – play a kind of delayed two player cricket game against your pals with this compelling little game developed for the ECB

The Hair Police – Created for Schwarzkpopf Pro Styling campaign – Arrest your mates, tag their photos and generally be a camp cop on the style beat.

Swamp Movie

Posted in Uncategorized with tags , , , , , , , , , , , , , on August 4, 2008 by andjambro

Thought I’d share a promo vid we made to give people a sense of what it’s like (or what we’re like) here at Swamp.  We wanted to make something that wouldn’t date, wasn’t department or person specific and created a sense of difference to distinguish our culture.  The two aspects we decided to focus on were the passion and creativity and the fact that we all live in a big old house (Moorfield House in Headingley, Leeds).

I wrote the script and did the animation using cell shading techniques in 3D Studio Max 9 with the music being created by Paul Mallett and the voice over by our Online Media Director, Ally, here’s a link to Ally Manock’s Online Marketing Blog.

Here you go: