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Kenzo’s promotional video by Mat
Maitland, for the fashion label’s Resort 2013
collection, flickers between vivid high-
resolution patterns, experimenting with
glitch techniques, scale and colour inversion.
Similar techniques are used for i-D magazine’s
Spring 2013 cover shoot by Daniel Sannwald,
featuring Estonian model Karmen Pedaru.
Blurred glitching and colour treatments give
the images a digitally disrupted feel.
Designers are blurring the lines between fact
and fiction, while borrowing visual styles from
computer games to create fantastical consumer
experiences.
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New York fashion label Proenza Schouler’s
S/S 13 collection is accompanied by a
promotional video shot within Second
Life that depicts four models wearing
the collection in a surreal desert and rock
landscape. Titled Desert Tide, the video’s 3D
rendered aesthetic was also used in the print
advertising campaign.
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British band Hot Chip worked with actor
and director Peter Serafinowicz to direct the
video for the November 2012 single, Don’t
Deny Your Heart. Shot using visuals from a
football videogame, the video borrows from a
glitch in the EA Sports FIFA 2012 game that
showed two footballers kissing after scoring
a goal. Players are transported into space
and surrounded by dancing golden figures,
and the pitch is bombarded with footballs in a
bizarre and comic turn of events.
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Consumers are encouraged to interact and
reappropriate to create their own DIY viewing
experiences. See projects such as American
band Tanlines’ interactive website for a
single titled Not the Same, which encourages
users to add backdrops, scale, duplicate,
stylise and animate the band members to
create their own viewing experience. The
project embraces the personal customisation
and curation that platforms like Tumblr offer,
and includes hidden ‘Easter eggs’ that reward
curious users. The website was made by New
York studio OKFocus – a collection of mostly
self-taught designers and coders including
geek artist Ryder Ripps – which translates
low-culture references into high art/design.
Karmen Pedaru by
Daniel Sannwald
© iI-D Magazine
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Case Studies/Drivers/Influencers
Digital Reality