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.