Derooted, Toronto’s fresh and full-service creative agency, has entered the rare world of digital mapping with photographer and engineer Javier Lovera. Recently, they embarked on a collaboration for the fourth annual BMW Art Auction, in support of the Air Canada Foundation.
Breaking down the traditional figure-ground dynamic, this collection defines the spectator as the figure, and the installations as the ground integrating them in a cycle. The viewer is allowed to change and define the installation by interacting with it, while the installation changes and affects the response of the viewer by changing his/her environment in real time. This installation is 3Dimensional and uses traditional photographic techniques, life casting, and electronics. The installation features Jillian Vanstone, first Principal dancer at the National Ballet of Canada.
The power of a photograph has been diluted due to its ubiquity, resulting in audiences with shorter attention spans. Photographer Javier Lovera and installation artist Simon Rojas combine photography and video in a single image with two purposes: reveal and extend the viewers’ diminished attention span.
Everyone has a calling, some for fashion, some for business, some for art, but whatever their calling the most important thing that they can do is to recognize it and grasp a hold of their opportunities to create a future they can be passionate about. The field of photography is one in which it is highly important for an individual to forge their own path and to create their own unique identity. Photography is an art that is spread across such a wide variety of businesses such as fashion, art, advertising, food, travel, interiors, products, people, and the list goes on. In forging their career path a photographer must discover in which field their path lies; they must discover their true passion.
The eyes of the viewer (which are being read by a web cam installed within a completely modular and recyclable box) are projected in real time within the glasses’ negative space, making the spectator part of our piece. To do so, we are using Modul8, an iCam, and a Mac Mini to run the software.
Simon and I have made a lot of progress with our installation and exhibit. The deadline is looming and we’ve been putting some long hours to develop our presentation and concept. The most time consuming part so far has been building the optometry installation.