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Contagious recently attended a great evening put on by interactive artisans and Golden Square residents Disqo, which centred on their belief in the value of bridging the gap between the virtual and physical worlds and humanising digital campaigns with a real world result (like the wonderful VW site they created with Tribal DDB London to launch the new Golf GTi).
Feeling it was time to support this creative movement, they plan to host a series of talks with friends from across the creative industry. The evening, entitled 'Making Digital Real', was aimed at agencies and brands, but the speaker line up showed a broader scope and appeal - this whole area has a deeper, richer significance than selling commercial products.
First up was Swedish super school Hyper Island, speaking about the power of taking education outside of the classroom and onto the streets. Working on real projects and learning though failure were the key messages from this seminal Swedish institution.
United Visual Artists (UVA), famous for their stage set collaborations with Massive Attack, showed how you can combine digital technology with space, time and music to push sensory and physical human engagement to the limit.
Tinker.It! came at the subject from the realms of innovative product design. They love to repurpose digital technology by taking the stuff around us, hacking it, and producing something both unexpected and playful.
The highly regarded onedotzero followed with news of their highly acclaimed partnership with the V&A for Decode Digital: Design Sensations, and numerous ongoing & future projects. Shane Walter leads this contemporary arts organisation operating internationally with a remit to promote innovation across all forms of moving image and interactive arts. It was no surprise they had collaborated in the past with both UVA and the Jason Bruges Studio, who exhibited their innovative Reflex Portraits for the audience to play with on the night.
Making Digital Real is the first in a series of events to be hosted in partnership with Ingenious Media by creative production partner Disqo, aimed at celebrating emerging advertising trends and forging future collaborations across the industry.
Video highlights can be found here: youtube.com/user/disqofilms
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