multi disciplined/ inter disciplined/ cross disciplined/ synergy/ integrates/ hybrid
cooperation/ cross promotion/ no endpoint/ interlinking/ cultural process
In previous eras it was clear to define certain types of designs to certain specific field- there was hardly any overlaps. However in recent years it has been more and more beneficial for creative's success if a range of skills are used on pieces. The individual circles per subject are no longer single and have stated to overlap, this has lead to common themes being evident in many works.
Ebon Heath- combination of art, type, performing arts, architecture and fashion.
DEFINITION- describe and analyse change towards uniformity of union. Application in the communication sector. Understand the digital creative industry.
Disney for example is a company and brand which demonstrates media convergence. This is due to them being available in many fields and technically owning their own economy. They are available via web, viewable on own tv channel, target consumers with shop fronts, produce own products and merchandise to accompany own trends and media productions.
Technology could be argued a big component in this success
Marshall McLuhan- coined the term "global village", as he saw the dramatic impact technology had on communication globally, that ease of communication with anyone worldwide mean the whole of the globe similar to the interpersonal-ness of a small village. It closes time and space limitations.
However convergence and oppositional design was evident 20 years prior to internet technology.
Saul Bass- responsible for logo designs with corporate identities, cinema poster work, title sequences, and there is much debate about his input in to the famous psycho shower scene, as his storyboard sketches have a very strong resemblance to the finished scene made by Steven Spielberg. His titles for 'watch me if you can' have a strong 60's theme, even more emphasised by using the traditional technical of producing this type of work with stamps.
Examples of campaigns with convergence emphasis;
- GUINNESS "good things come to those who wait"
- VW CAMPERVAN un-launch campaign, with amplified emotion through social media personal story telling
- TOPSHOP virtual shopping, interaction for consumer, generated a years worth of Facebook activity.
- TRANSMEDIA STORY TELLING 'pandemic 101' was made for a film festival in which a real life virus spreading game was played out on the streets
- E-BOOK production of an actually digital book, that as the physical pages re turned, so is the onscreen content "sonic poster" hacked paper by Billie Jean
- POP UP BOOK with light projection to add the detail. Made by Lyn Gardener
- SMART CROSSING "wait" dance traffic light for pedestrians, reduced accidents by 81%
- GIANT PIANO grand scale piano on the floor in towns.
- NEWS NOW "bit fall" by Julius Pop, waterfall of words made by lights fall, and the content is key words from most recent news stories.
