Let’s start the week off with a bang, literally! (You’ll see what I mean in a minute). Over the past few months, I’ve noticed that ad agencies are making a push towards creative work that is risky, daring, unconventional, and all around disruptive. Frankly, in a city like Toronto where we are constantly bombarded with information, a sure way for a brand to set itself apart from the crowd must be accomplished via extraordinary measures. I realize people might talk about it only for a little while before the hype dies down, but at least it was noticed and talked about in the first place. With the amount of content being produced and pushed out to consumers on a daily basis, it’s no wonder many have become desensitized to the media and all its offerings. You need to do something that is above and beyond to stand out. Before we continue, take a look at this hugely literal (yet successful) attempt by TNT (a top-rated cable TV network) to draw people’s attention to their brand.
A film produced for his final year Masters in Architecture, Keiichi Matsuda projected about the social and architectural consequences of new media and augmented reality. In this second installment of his hyper0reality, Keiichi digs deeper into his creativity to give a better idea to the direction we are likely to see AR go in the near future. An environment merged with media space, and architecture taking on new roles related to branding, image and consumerism. You may have seen his earlier installment visualization of AR (hyper)reality “Domestic Robocop”