Wednesday, 20 April 2011

D&AD: Diesel: Sigur Rós - Untitled 3

The task for this brief, set by D&AD and Diesel, was to create an illustrated interpretation of a musical track that would be experienced by the viewer in an unconventional and pioneering way.

As you may have seen from my previous post, my chosen track was Untitled 3 by Sigur Rós; a song that is very personal to me.

- Illustrated interpretation -

My personal interpretation of this track was: Freedom, happiness and liberation through death. The awakening, rebirth and freedom of a soul when a human dies.

My concept was to create an animation for the track. A red balloon symbolising a human soul set upon a brand new world and chapter of life. We follow this balloon through a number of illustrated scenes, each symbolising different emotions and experiences -> confusion and loneliness -> the realisation of death -> the exploration of the new world -> awe and amazement -> finding other lost souls (balloons), and finally -> peace and freedom (when they all float away into the sky together).

Here is the final animation.

- Pushing the brief further : How to allow viewers to experience this 'illustrated interpretation' in an unconventional and pioneering way - Reinventing illustration as a powerful tool for promotion and expression -

To allow my audience to gain a unique and unconventional music experience, my idea was to integrate a brand new market product, Playbutton alongside my illustrations. Playbutton is a wearable button that plays music: A record that plays itself
My concept was to turn the Playbutton into the red balloon in my animation. This product would be included in every CD / DVD of the Untitled 3 single, alongside an invitation to the art gallery exhibition.

Concept: Instead of the usual headphones playing a voice recorded guided tour of the art gallery, the audience would be wearing the Playbutton balloon. As they browse through the illustrations (scenes used in the animation), they would be listening to the track Untitled 3, allowing the audience to unconsciously be a part of the animation. To be the red balloon. They would be playing out the animation video, walking through each scene, each emotion and experience, making them the red balloon and making it their personal journey through the song.

- Artwork -

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