Friday, 21 October 2016

expanded practice 2

Cinema as a subset of animation
  • Johnny Hardstarr- academic and theorist in tv advertising and experimentation film making. Self described as 'in the mouth advertising" e.g. because of the demand, the peaks of ability are shown and showcased. 
    • produces hyperreality. 
    • works are for sony orange and in the Honda cog advert.
      • inspired by artwork by Fischil&Weiss- the way things go.  As shown in the video above. 
      • unearthed a change in people being open to gentle and simple campaigns thats focus on the small and simple details, even more specifically the 'synthetically natural'.  For example the playstation designers tok a more 'gentle' and 'tender' approach to there advertisement production.
      • slide from chaotic advertisements (in your face) to a pastoral, simplistic, beautifully simple design. Quite zen like in its output.
      • natural cgi was becoming more desirable, as in the bouncing ball advert.
      • it is trying to be produced without actually looking like there is trickery or compositing. 
      • sony advert also is gentle in its soundtrack and colouring. 
    • see emotion in design.  And  emotional forms of communication with playful and imaginative ways. 
    • orange advert
      • paint shots were asked to be removed by the client, as told were too beautiful as it appeared too real and not the street corner aesthetic they were looking forward. What level off artificial realism is an allowable level. 

  • Norman Klein- from the Vatican to Vegas- A history of special effects.
    • spectacular constructed spaces, socially important places have taken for granted aesthetic with a script of how to behave in that place. Clear expectations and norms. Scripted spaces become an art canvas. 
    • hog heaven- slaughterhouse "walk around and pretend you are a pig, and then buy a sausage". Have the same thing in this country with the pig holding an axe with apron, its comical in its output. 

  • Lev Manovich- live action film is a subset of animation 
    • fundamentally film is animation as it is kinetic. 
    • database cinema- is films that have non-linear narrative. e.g. using live camera scenes.
    • hard to determine what is real and what isn't. 
    • all outputs are mediated through the amount of screens we view it on
    • Hybrid media- links to the apollo launch. Real filmed materials combined with post production software to 'finalise' the version seen by the public e..g in news broadcasts.
    • media becomes portable and can be fused between software. We can move things one to another, no longer just linked to what would be done in the physical world in that field. 
    • at the end processes are all just algorithms. 
  • Media design, software in action.
    • "we shape our tools and therefore our tools shape us". Marshall McLuhan 1964.
    • technological determinism.