Data moshing, creative coding, virtual reality … Behind these terms straight out of Blade Runner are hidden techniques as visual as virtual. Born from the digitalization of uses, these new creative territories are potential playing fields for freelancers. Focus on these modes of expression that unleash talents, whether they are graphic designers, illustrators or motion designers …
How to put technology at the service of the idea?
Combining artificial intelligence and big data with visual creation: this is a little crazy bet that more and more advertising agencies and freelancers are collaborating with them. Their objective ? Engage and entertain an ever more demanding audience.
Among these pioneers is the Parisian agency MNSTR which has combined art and technology for their FuturEdition campaign for Desperados. The agency has partnered with Théo Lopez, member of the artistic collective 9e Concept. From a process combining painting and 3D, and a virtual reality application, the viewer could thus immerse themselves in a colorful creation. He discovered different layers, captured by a camera, then transformed into 3D images, giving the impression of a moving illustration.
Who says technologies also says data; and in recent years, Art has seized it with the aim of greater interactivity with the spectator. Using computer data as a creative medium, artists create immersive works that give the illusion of artificial life. We can for example note the work carried out by Refik Anadol who, using the creative coding1, transforms architectural spaces into living works.
Virtual Depictions: San Francisco / Public Art Project from Refik Anadol
Far from advertising and Contemporary Art, these technologies have become much more accessible and can be appreciated by means of clips. The problem is the same: to hold the attention of those who watch it, at a time when the flow of information overwhelms us continuously. The creative teams of the greatest artists therefore no longer hesitate to use digital techniques inspired by a very Internet aesthetic. A perfect illustration would be this clip of A $ AP Mob, directed by Shomi Patwary, which combines infrared filters and distorted images thanks to data moshing2.
New digital formats: how to get started when you are freelance?
Develop your skills
If you are a freelance creative and you are discovering these new technologies, don’t be afraid. YouTube is full of clear tutorials for your monitoring, and thus broaden the range of your skills to offer in agencies. Find out about professional networks like LinkedIn on available training opportunities. As a self-employed person, you can use the credits in your Personal Training Account to finance your skills upgrading.
Exchange and create a network of supports
Do not hesitate to appeal to freelance communities. If you want to discuss it with other image professionals, dive into the many specialized groups, bringing together communities of good advice, like SOS POST PROD: https://www.facebook.com/groups/312644535414267/.
To measure the extent of these new tools, extend your watch to contemporary creations: exhibitions, creations, but also video clips from popular culture. Take for example this clip by Kendrick Lamar, directed by Dave Meyers, him also independent creative. In the clip for the rapper from Compton, he gives us visual tricks to punctuate the video: we find the “Tiny Planet” effect, created from a 360-degree film lens, but also the use of a robot camera. Fixed on an arm with multiple axes, it gives the impression of transitions as sudden as hypnotizing.
- Data Moshing: process using the encoding parameters of a video. By removing some of its parts, the image is unstructured, offering a visual distortion effect.
- Creative coding: use of image or video data, diverted in order to create a purely aesthetic achievement, more than truly functional. At the border between graphics and programming.