Kinetic typography is a form of graphic design typically constructed digitally to show text, shape and movement with the intent to express emotion in concert. Most of you have seen this represented recently in the Ford F-150 television spots narrated by actor/comedian Dennis Leary. The real power of this medium comes not simply what the words, shapes and fonts says or represents but the addition of motion that brings them to life. Words become more than simply copy representations, they gain personality, and within that the context is MORE than then simply what they spell.
There are fundamental various sub-genre's within this technique as well:
"Kinetic typography is a form of temporal typography (typography that is presented over time). It is distinct from other forms of temporal typography including 'serial presentation', which involves the sequential presentation of still typographic compositions. Barbara Brownie's model of temporal typography divides kinetic typography into 'motion typography' (subdivided into 'scrolling typography', 'dynamic layout') and 'fluid typography'. In dynamic layout, text elements move in relation to one another. In fluid typography, letterforms change and evolve without necessarily changing location." ~ Wikipedia
There are infinite examples if this on the web and I invite you to view them given your time.
Much like calling "punch-buggy" or "shotgun" ('calling the front passengers seat of the car) there are unwritten rules or ethics about a great many things. Like, you can't call shotgun in a building, everyone must be outside; or with punch-buggy there's grey mysticism around whether you must call out the color first or not before bringing the pain.
Well as my wife, a very highly competitive person and consiquently a lover of digital games (i.e. Mafia Wars, Vampire Wars, Farmville and most traditional gaming platforms) and I are now on FourSquare (and I'm on Gowalla too) together. We're starting to see way one could cheat, or manipulate the system to get ahead of the game – so to speak. Therefore on an "Overshare Badge" weekend we started to discuss the physical and digital ethics of FourSquare and like-minded applications. I thought it so compelling I figured that I would open it up and see what 'rules' you have applied to your own FourSquaring, Gowalla–ing and related check-in applications.
Here are just a few to get started thinking (or debating):
If there's a Starbuck's inside a Target do they count as two stops?
Can you rack up stops in a mall by shop-hopping?
If you're in a restaurant and you know you're going to go to some place afterwards do you check-in then, or only once you've stepped foot in the place?
Can you check into a gas station if you're the passenger and didn't go inside?
If you live somewhere that has a check-in how close do you have to be in order to get that location gratis? (i.e. Live in a golf-course community can you check into the club house if you live nearby?)
Should you make your home a check-in?
Cross streets, should you be able to check-in or not?
How long do you have to be at a location before you can make it a check in?
Picking someone up from the airport, does that count as a check-in?
Can you check into a place twice, in the same visit, if you've been there for a long time? If so how long?
Can you create a fictitious place and check-in that location?
Can you assign a city as a location and check into that location?
If you leave work and return the same day should you check-in again?
While there's no right on wrong answer here; I can see a whole new world of people pissed because someone took shotgun and didn't do it by the book!
"Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtualcomputer-generated imagery - creating a mixed reality.
The main hardware components for augmented reality are: display, tracking, input devices, and computer. Combination of powerful CPU, camera, accelerometers, GPS and solid state compass are often present in modern smartphones, which make them prospective platforms for augmented reality." ~ says Wikipedia
While many of you have heard of Augmented Reality some of you might not think you've experienced it. Chances are if you've watched American Football in the past five years you have. That yellow 'first down' line is by definition a form of augmented reality. Much of the AR technology that's been brought to the forefront of our daily lives is not perceived as such. But that's soon to change.
The applications of this upcoming technology are seamingly endless in a myriad of applications:
Product design & prototyping
Cell phone applications
Television & display applications
Advertising messaging
Educational delivery
Navigational & way-finding
Architectural & spacial simulations
Gaming & virtual communications
(like it or not) Military applications & simulations
What's interesting about this space is that many technologies are coming online simultaneously that support that make it easier for people involved in AR to piggyback off of their platforms. Smartphone for instance, having GPS technology, larger screens, faster processors and built in camera are simply the perfect storm for AR to develop upon. Most of the AR application use the phone GPS ability and give you location information as you look through the camera. But you can start to see where you could take this on just about any level, even in a limited (cruise ship, conference center, casino) or local (museum, golf course, state park) level it could be very robust as an information tool.
Here are some awesome examples of how AR an the iPhone are being used:
Theodolite Based on a centuries-old astronomical instrument, Theodolite is a cool new multi-function augmented reality app for the iPhone that serves as a compass, GPS, map, zoom camera, and two-axis inclinometer. Theodolite overlays real time information about position, altitude, bearing, and horizontal/vertical inclination on the iPhone’s live camera image, like an electronic viewfinder.
Iodestone Compass With lodestone AR Compass it is easy to find out. lodestone puts a detailed compass over your view of the world to help you navigate. lodestone also includes detailed Google Maps to assist in your travels.
Pocket Universe Pocket Universe is the ideal astronomy program for those keen to learn about the night sky. The unique display is generated dynamically depending on your location and time, and then rendered in 3D for a super fast response - flick the sky and it spins around you.
Stella Artois — Le Bar Guide Bar reviews and ratings make this app the perfect on-the-go guide for discerning bar goers. Beer connoisseurs around the world can now join Stella Artois’ global quest for perfection in beer experiences, finding and savouring the perfect Stella Artois – poured according to the time honoured pouring ritual and served in the iconic Chalice glass.
In an advertorial medium I'm seeing more push on facial recognition, product displays and "fancy tricks" right now more than genuine thinking. However, there's no doubt that this medium is not only engaging but becoming more relevant as people are expecting more from their treasured brands.
Recreating/reestablishing a iconic American brand like Coca-Cola, Ford or Harley Davidson has got to be gut-wrenching for any agency. But when Razorfish was tasked with giving Levi's an injection of Americana I'm sure there was an Art Director vomiting somewhere in that building. Below is an attractive case study that ropes you into the mindset of a killer Forth of July marketing campaign to celebrate the world's blue-collar uniform.
Great case study recently released by Plan B Advertising on their YouTube channel. The following video shows a well rounded approach to taking something as hated as moving and making it reasonably palatable.
Tuesday, February 16, 2010 at 8:16AM
