TIMES SQUARE ARTS, TSAC & AIGA/NY PRESENT OCTOBER’S MIDNIGHT MOMENT
The AIGA/NY invited a select group of New York designers to submit videos for October’s Midnight Moment. Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night.
Of all the major muscles, the six that govern the movement of the eye are the most active and precise. Even when the body is at rest -- even asleep! -- the eye is in constant motion. So in honor of these most sportive of organs, Eye Test presents a visionary workout tape: An animation inspired by the abstract patterns and optical illusions utilized in eye exams, broadcast test patterns, color blindness tests and other objective measures of visual metrics.
Founded in 1994 by Michael Rock, Susan Sellers and Georgianna Stout, 2x4 is a global design consultancy headquartered in New York City with satellite studios in Beijing and Madrid. The focus of our work is brand strategy for cultural and commercial clients who value the power of design. We identify and clarify core institutional values and create innovative, experiential, participatory and visually-dynamic ways to engage key audiences worldwide. Our intellectual and creative conviction is that thoughtful design can make an essential contribution to every level of cultural discourse.
"The New America" is a short animation in which every frame was created by laser engraving its unique artwork onto a solid block of maple. Once complete, the entire sequence of +800 frames was then photographed and assembled into this motion piece.
This piece was funded by really kind friends and supporters via Kickstarter. After many unforeseen issues and delays, the entire process took about two years.
As seen in the video, each frame is unique. Aside from the design of each frame itself being distinct, small variances that naturally occur in the laser engraving process as well as the different wood grain of each frame naturally created subtle shifts of the position of the artwork. An effect that I was particularly interested in and that could naturally be achieved in digital assembly, but that I was much more excited about re-creating with real objects.
The abstract storyline showcased in this piece is a concoction of a variety of ideas and can perhaps be described as a union between concepts and experiments born during the Situationist movement and real life events experienced during the last few years in American society. Particularly the duality between the economic downturn and the shift in values and beliefs of many citizens.
If you decide to purchase one of these frames, please note that I will randomly select one of them. Please, do not request a particular frame.
Shake off all the worries on your mind and smile! The dogs featured in SHAKE are simply here to offer you a couple minutes of wonder and laughter. :)
SHAKE is based on a photography series of the same name by co-director Carli Davidson. The work was inspired by her own dog Norbert, whose drool she regularly cleans off walls due to his own frequent shaking.
In 2012 the Variable team stumbled upon Carli Davidson's photo-series-gone-viral, "SHAKE", and immediately fell in love with the images of dogs that she was able to capture. The combination of innocence and ridiculousness had us all hysterically laughing, and of course thinking; "We NEED to meet this Carli and bring her images to life!" Fortunately for us, Carli responded to our enthusiastic e-mail with an even more enthusiastic e-mail stating that she was totally down to collaborate and had a very similar vision! After months and many meetings of trying to figure out how we could even afford to make this film, we all just decided to empty our pockets, pull some serious strings, and make the video purely for the fun of it.
If you are fans of the video, there is a very good chance you will enjoy the book as well. Check it out on the link below and please consider supporting our awesome friend Carli. This is her first book, and we are certain it won't be her last!
*No dogs were harmed during the making of this film. We love animals. Please reach out to firstname.lastname@example.org directly if you have any questions or concerns about the animal’s rolls and we will get back to you asap. Thanks in advance!
For press inquiries about SHAKE please contact:
Production Company: Variable
Directors: Carli Davidson & Jonathan Bregel
Executive Producer: Tyler Ginter
Producers: Carli Davidson & Alex Friedman
Director of Photography: Khalid Mohtaseb
Camera Master/Phantom Technician: Nick Midwig
Assistant Camera: Daniel Stewart
Gaffer: Travis Becker
Animal Wrangler: Amanda Giese
Craft Services: Tim Wiesch
Production Assistant: Cheyenne Allott
Post Production: Variable & The Mill
Editor: Jonathan Bregel
Assistant Editor: Jeff Levine
Post Production Producer: Alex Friedman
Head of Content: Ian Bearce @ The Mill
TK Producer: Heath Raymond @ The Mill
Colourist: Sal Malfitano @ The Mill
Special thanks to the amazing team at Rule Boston Camera for trusting us yet again with their Phantom Flex camera package. None of this would be possible without their support over the past few years. Rule.com
Thank you to the entire Becker family and Becker Productions for kindly providing us with a great studio space and plenty of lighting and grip to cover with dog hair and drool.
Last but most certainly not least, thanks to all of the wonderful dogs and their owners for collaborating with our team in making this idea a reality. Next time we are in Portland, dog treats are on us. ;)