Archive for the ‘different is worth doing’ Tag

Mom! My Body’s Gone Video

It’s some weird science. But it must be as popular as happy-slapping these days.

Improv Everywhere have been zapping reality with orchestrated human video effects – slow motion, freeze frame – and watching their latest work it clicked. That’s 3. A trend?

I’d say Michel Gondry has something to do with it. Be Kind Rewind aired the idea feature-length for the mainstream, and music videos – beyond Gondry’s – were making up the rules before.

Manipulating reality to mimic a video effect now requires more skill and effort than making a film. Orchestrating a “cinematic moment” live, and generating the precision of an edited film spontaneously… Well that technique’s alive in the commercial world after Honda’s Difficult is Worth Doing TV spot.

There’s a few key characteristics to this as a trend, if you could call it that:

1. Liveness

2. Real people

3. A real context

4. Mass participation

5. Precise results

I much prefer Improv Everywhere to its commercial progeny, and you should peep their excellent blog for the full range of their playful anarchy. It’s more compelling because of point (3) – it has a real context.

The participants are larger in number (see point 4). But it’s more important that they’re volunteers. They choose to be there because they want to be there. And as long as you’re paying people to do something, and controlling the environment, it’s not a real context.

Gondry? That’s art. That isn’t live or real – but it more than makes up for it with its inventiveness and dedication to point (5) – blissful, beautiful precision.

What’s your take on this as a trend? Do you agree with these characteristics, or have I left my lens cap on here?