CANON / DANCING PAINT SCULPTURES
1 October 2010
Sound brought to life in the most colourful way
- Brand
- Canon
- Media Type
- Integrated
- New Technologies
- Viral
- Product Category
- Consumer Electronics
- Country
- UK
- Source
- News
- Agency
- Dentsu / London
- Director
- Chris Hewitt
- Creative Team
- Dentsu / London
- Jason Tozer
- Tags
- London
- Canon
- Flickr
- Photography
- viral
To mark the pan-European launch of Canon's latest PIXMA colour printer range, Dentsu London collaborated with a rather unlikely force, scientist Linden Gledhill, a Philadelphia based biochemist working on biopharmaceuticals for the treatment of cancer and diabetes by day.
In his spare time, though, Gledhill focuses his efforts on photography and combines his experience in science to create breathtaking images in super macro (*really* close up, for those of us too embarrassed to ask).
In his spare time, though, Gledhill focuses his efforts on photography and combines his experience in science to create breathtaking images in super macro (*really* close up, for those of us too embarrassed to ask).
Dentsu London discovered Gledhill through his Flickr profile and approached him to work together on a campaign seeking to bring bring joy and excitement back to printed photography. Rob Zuurbier account director, Dentsu London, said: 'There is something special about a tangible printed image: more immersive and more real. PIXMAs deliver amazing detail and colour reproduction and are incredibly intuitive to use'.
For the shoot, extremely high speed photography was used to capture colourful sculptures in the form of liquid paint bouncing on a suspended rubber membrane, stretched over a speaker. The different frequencies blasted from the speaker created wonderful stills and even more beautiful video footage of the paint quite literally dancing.
Andy Lockley, executive creative director Dentsu London told Contagious: 'The biggest challenge was capturing the 'sound sculptures' on film. Effectively each sculpture is a section of a sound wave, and happens in a fraction of a second. We had to shoot at 5,400 frames per second, which is pretty much the fastest possible (the normal frame rate is 25 frames per second). The paint responds very differently to different types of sounds and is beautifully unpredictable. However, this proves an enormous challenge from a photographic perspective as you never quite know where your focal point needs to be. It's a case of trial and error, but when everything goes to plan the detail is amazing and each one is totally unique'.
The film was directed by Chris Hewitt of Knucklehead, London with stills by photographer Jason Tozer captured on a Canon 5D Mark II, with a Canon EF 100mm Macro IS USM lens.
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