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Berg paint with the light from an iPad
Posted by Mark Sinclair, 15 September 2010, 14:48 Permalink Comments (14)
Design studio Berg's new film for Dentsu London looks at the more playful uses for the ubiquitous "glowing rectangles", such as drawing type in the air...
"'Making Future Magic' is Dentsu London's communications strategy and guides the work that we make," the agency's Beeker Northam explains in the above film, which introduces Berg's creative interpretation of the Dentsu philosophy.
"We're using their strategy to explore how the media landscape is changing," write Berg on their blog, listing two statements from Northam that have informed the work's development to date: "What might a magical version of the future of media look like?" and "We [Dentsu] are interested in the future, but not so much in science-fiction – more in possible or invisible magic."
Berg say that they chose to interpret that brief "by exploring how surfaces and screens look and work in the world. We're finding playful uses for the increasingly ubiquitous ‘glowing rectangles' that inhabit the world." So they used the iPad to "light paint" single photos, which were then put together as stop-frame animations. Essentially they "extrude the light" by running the animation on the iPad and slowly dragging it in front of a camera on a long exposure. Berg's Jack Schulze explains all on the video above.
14 Comments
why do they feel they need to emphasize the fact that they used an ipad, I mean; unless I'm missing something this would work with any controllable light source.
last year someone was doing the exact same thing at one of the Free-range shows using crappy old CRT screens.
2010-09-15 17:05:00
I think it is great that people have made such creative use of the ipad and the film is really cool. Must have taken ages just to do a single screen but the results are fantastic. Thanks for sharing Mark.
2010-09-15 17:15:00
This type of technique is not something new and its actually capitalising on the ipad bandwagon,its a great technique and and I am a hug fan in general.
2010-09-15 17:50:23
great effect needed and your effect is more appreciable and thanks for sharing ... I am also going to try ...
2010-09-15 17:57:31
yeah, big deal. I have seem this technique countless times before just not on a silly iPad. Seriously, not hating but why is this getting so much press?
2010-09-15 19:54:10
@ Baz, Jitesh
Do you have links to examples of where this has been done before? With type, not just light trails? Be useful to see them
PatrickBurgoyne
2010-09-15 20:20:00
@ PatrickBurgoyne
I was of course referring to existing work I had seen which had not yet moved onto typography, how ever the same technique still applies, only now the technique has been able to develop further due to new technology ie the ipad, which of course would have only come about due to a specific brief having to be answered.
im still a fan, and im sure there will be others who will create similar work.
2010-09-15 22:29:19
Always expect negative comments on here. Well done to the people that have done this. It's not just the outcome that matters, it's the process they went through to get to that outcome that also matters. Brill stuff Dentsu London.
2010-09-16 11:08:00
It's the same principle as a propeller clock
http://www.youtube.com/watch?v=-6JnAxTXApw
http://www.youtube.com/watch?v=d5ZuIvDry8w
2010-09-16 14:07:35
Well it's kind of like a more sophisticated version of a £10 Spacewritter, no?
http://cgi.ebay.co.uk/SpaceWriter-LED-Wave-Messaging-Gadget,-with-battery_W0QQitemZ180554336303QQcmdZViewItem?rvr_id=140908042802&rvr_id=140908042802&cguid=23fa7fe31270a0e20374e234fd1853a8
2010-09-16 14:41:37
this is definitely in no way the same principal as the propeller clock, other than light is involved...nor is it the same as a fan with LEDs
2010-09-17 11:15:00
Going to have to agree to disagree Rob,
Both examples use an adjustable/controllable light source travelling through space constantly reconfiguring itself in order to reproduce lines of light which when viewed simultaneously produce a larger image,
similar to the way in which a cathode ray tube produces a tv image,
or maybe if you imagine a flat-bed scanner working in reverse (very very quickly)
the only difference is that they can't propel their ipad fast enough to fool the human eye in to seeing one long continuous stream of light; hence having to use a very long exposure on their camera.
maybe their next attempt should involve rocket skates or something!
2010-09-17 14:47:52
I thinks its cool! Yeah loads of things have been done using light, but making type is different.
2010-09-17 16:05:49
Find light work with type on my website since 2008.. and guess what it actually has a 'concept' behind it. "woah!! Really!!?"
Personally this is just an experiment to me, I leave that 'stuff' on flickr...
Freehand will ALWAYS be better for integrity and soul but I see the uses of this.. so watch this space.
http://www.flickr.com/photos/diaghe/sets/72157625005854997/
2010-10-12 17:13:27
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