Friday, 7 September 2007

The Unseen Video

I know this has been on the main GLOG, but I thought it was worth mentioning here as well. The Unseen Video is a weather controlled, dynamic music video for Mike Milosh's - You Make Me Feel song. The site works by hooking up to a weather server near you using your IP address to tell where you are, and this influences the look of the video depending on what your weather is like. Surprise surprise, it's usually dull and gloomy whenever I access it.

The aim of the German designers who created it was " create new synergies between the music, the video and the surroundings of the viewer." And this got me thinking about immersion, and the role that it plays in how a message is received. For example, if you can't hear something properly, you won't understand it properly. But conversely, if you're absolutely and totally immersed in something, you'll not only remember it well but'll allow it to really penetrate your subconscious. So obviously a good thing for advertising monkeys.

How could a large company acquire this kind of depth of immersion? Could we see TV adverts that react dynamically in the same way that this video does? There are limitations on the technology, but why not? In the future can we not expect completely targeted advertising, as seen in the film Minority Report? Advertising that genuinely speaks to you on your level, instead of having to be pitched at a general audience? This is definitely something has got to happen. Advertising needs a new 'wow' factor.

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