Three Minds On Digital Marketing @ Organic

http://www.rhythmoflines.co.uk/ 

You can’t tell what it is, you can’t see what it will become, and you have to use it to figure out how to use it.  But it’s hard to imagine a more ambitious web application to complement this
broadcast campaign:

http://www.youtube.com/watch?v=8GVQFKGer0w

This is one of those cases in which Flash is being used to do things that Flash isn’t made to do. It’s also ambitious from a conceptual standpoint — an attempt to recapture an aesthetically powerful experience from a non-interactive medium and open it up as a space that the user can not only explore but literally reshape. The commercial’s core concept — figures described by the colorful arabesques of ribbonlike color bands — has been transformed into the premise for a combination sculpture studio and gallery. 

This experience isn’t quite as affecting as the broadcast spot’s, but it’s a sign of the times that generative art incorporates itself so well with a “traditional” advertising campaign. The element of user-contributed content is, yes, the trend of the moment, but it’s a trend that one ignores at peril. As anyone who’s followed Will Wright’s trajectory will observe, the act of providing the end user with playful tools of creation shifts the forces of combinatorics in your favor. Human brains being the quantum chaos machines that they are, and with the capacity for idle hands to find websites to play with, these forces can add up.

As Flash tools proliferate and the realm of 3D yields itself to further incursions, this site may well prove itself a harbinger of future campaigns in which the core concept resides in no one medium but can manifest in many.  Also, the music is pretty.
 
Peter Balogh