Claims to Expanded Practice
Spencer
Roberts; 16th
October 2015
Claims
to expanded practice:
How cinema
‘split out’ into the world
-
Susanne
Buchanne – Pervasive animation,
Go to the Tate website, there’s 30 individual papers that are on the
topic.
Animators say that animation has spilled out of screen onto handheld
devices, moving around city centres. Designers will see the signage in the city
as a form of design
Designers is all design; animators are all animation.
Look at one of the presentations for that was showed at the conference, Johnny
Hardstaff:
Massive string of credentials, Directs music videos
Advertising stroke animation services
Go through his site and he’s always busy, gives lectures, produces
writing
Model of eclectic approach
Emphasis the design aspect.
How does he engage in this conference?
He says how he positions himself, says an experimental film maker,
funded by TV advertising.
“In the mouth of advertising” – fascinating
Albert Spiers architecture – work to maintain the master/servant
relationship.
As a designer, model / prototype to a film / highest benchmark (BMW –
Audi)
Output of industrial… CGI Animation….
Within the flow of CGI is a “sublime authorative” voice
Conjure the real with the voice of power (Industry)
The allure of industry – insidious… natural.
Global carousel of meetings – patterns and meeting.
Honda Video:
Becomes are of:
Honda – recommendation that you watch a particular film
Shift – Honda- the small things in everyday existence
Western society had tired of bombast – reference film for cog
Unearthed a new way to sell – the charm of real small simple things
Simple things – a seemingly without deception
PlayStation executives now barking ‘gentle’ and ‘tender’
Advertising had shift / toward the synthetically natural.
Natural language of childhood CGI – Photorealism
Sony Bravia advert, but when we were showed this at the beginning of the year it was positioned as a
real event publicity stunt. Million balls dropped down street, different
history to this. According to Johnny Hardstaff, this is a CGI Instruction, the
claims this has smashed windscreens, etc, was a mass scaled event. The power of
photorealistic animation. The whole thing was based on a David Letterman show.
This is the reality of that stunt, positioned using balls and watermelons. Less
poetic, something about this style of high sheen CGI provoking childhood when
you watch the footage it kind of gets into our experience.
Johnny Hardstaffs piece of work: Orange paint advert.
Partly real, partly constructed, partly construction of real paints
The street corner scene, the emphasise the real obvious context can’t be
abstract. Mass of layers of composites and mixed media construction. Some being
real and some being not.
Through the use of CGI he looks at it by taking peoples experiences from
them.
Visually illiterate audience – pitched as if it had been made with a
compositing / trickery etc – we know the truth on that now. Johnny Hardstaff was asked to remove some shots by the advertising
executives. Deemed too beautiful and it lacked realism. Highly aesthetic
Tom Gunning, Norman Klein and Lev Manovich: are key animation theorists
They are in agreement with Hardstaff. Manovich inverts the hierarchy and today you have to start thinking of film as a subset of animation, the thing draws attention to, is that of the early devices are all hand painted and a short loop of animation so before cinema there was animation and later there's an opposition of animation and cinema. Animation is an illusion and film is a complete accurate representation.
Tom Gunning, Norman Klein and Lev Manovich: are key animation theorists
They are in agreement with Hardstaff. Manovich inverts the hierarchy and today you have to start thinking of film as a subset of animation, the thing draws attention to, is that of the early devices are all hand painted and a short loop of animation so before cinema there was animation and later there's an opposition of animation and cinema. Animation is an illusion and film is a complete accurate representation.
Cinema claims to realism but the idea cgi changes this whole idea. Norman Klein has a book called The Vatican to Vegas, and in this he thinks special effects are linked to the idea of a scripted space. This so called, scripted space is a designed environment. Tom Gunning wrote a book called the Cinema of attractions and it informs of the other positions already mentioned, he does a history of optical devices and see it as technology as a controlling behaviour.
What is graphic design for? Alice Temlow:
It's a type of language, design is for selling for political agendas and it's about critiquing this and helping people to comprehend data. It can be about atmospher of a film, or a simple instruction like a road sign. Graphic design is pervasive, it is everything.
Local tendencies: A free lancer is a post modernistic way of working, and how each work can be so specific. Designer has multiple roles and these roles can merge and this is how design spirals out. Design can function as a protest, can voice in political terms often in comedic ways, for example Banksy.
What is graphic design for? Alice Temlow:
It's a type of language, design is for selling for political agendas and it's about critiquing this and helping people to comprehend data. It can be about atmospher of a film, or a simple instruction like a road sign. Graphic design is pervasive, it is everything.
Local tendencies: A free lancer is a post modernistic way of working, and how each work can be so specific. Designer has multiple roles and these roles can merge and this is how design spirals out. Design can function as a protest, can voice in political terms often in comedic ways, for example Banksy.