Involving Imagination

As my fingertips fall upon this keyboard, dancing across the letters now displayed before your eyes, I bow deeply in reverence to he faculty of imagination. Were it not for this fickle phenomenon of consciousness, I could not have conceived the very concept now being realized in this post. I could not ponder, meditate, ruminate. I couldn't think, only internal observe facts. Such would be torturous.

Capturing the imagination has proven and endlessly effective form of persuasion. Perhaps because the imagination lends itself so dutifully to hyperbole, which is convincing in its immensity. Perhaps because things seem more real when we hold their entirety in our minds, a fictional entirety that lay more in manufacturing a conceptual understanding of something than holding in mind all the corporeal components.

For example;

This commercial for Charlex, a creative design studio, strives singularly for igniting one's imagination. It could at first be mistaken for a automobile advertisement, but the voiceover meditating upon dreams informs the audience that there is more to the spot than what they are seeing. I first watched the film as an artistic work, the transformation, invigoration, the music, the dialogue. The words embrace the impossible as only one thought away, the visuals illustrate our world as one of limitless wonder, naturally extraordinary. On the second viewing, I payed more direct attention. The visuals of course exhibit the studio's ability in terms of design and animation, and the voiceover is extremely well written, fantastical, but not to the point of being fanciful. Not only has Charlex displayed their technical skills, but they've done so in a way where that isn't the true feat they've achieved.

To discourage French youth from starting smoking, DDB Paris made a 10-minute interactive anime film titled 'Attraction' for INPES, the french National Health Education Institute. This film represents two forms of advertising that are becoming increasingly prevalent; the interactive ad, and the relatively lengthy cinema-esque ad. While the interactivity of this isn't groundbreaking, and considerably less involving than that found in campaigns such as the celebrated 'Choose A Different Ending' videos (below), it serves the purpose of making the lengthy ad more digestible, sections it. As cinema, it pushes the seriousness of smoking so far that it becomes comedic, that the film feels patronizing. Some more expertly-crafted extended ads are 'The Man Who Walked Around The World', and 'The Gift'. 'Attraction' builds anticipation when you first step to the site, you choose a language, a subtitle language, and feel that these specifications will further the engrossing experience. However, the film falls flat. the visuals seem standard, the plot overly dramatic, and afterwards it feels like it wasn't worth the ten minutes it took to watch.

These videos engage the imagination impressively, simply because they leave nothing to the imagination. You see from this young man's eyes, you're simply along for the ride. You make distinct decisions, but then the outcome is out of your hands. Also, the acting is excellent, the dialogue feels incredibly real, everything about them is so candid it's startling at first.

However, as far as interactive engagement of the imagination goes, I haven't seen much work of comparable caliber to HBO's video cube. The cube consisted of four screens, all playing the same scene simultaneously. The beauty of it, each screen showed only one single perspective. Thus, the audience has to watch the scene from all four sides before they understand the events. Throughout the first three viewings, everything they see feeds their imagination, alludes to possibilities, encourages their guessing. The line they applied to this campaign, 'It's more than you imagined', says specifically this. Despite that this was launched in 2009, I'm still impressed by it.


Post a Comment