Saturday, September 18, 2010

Making Future Magic

Making Future Magic: iPad light painting from Dentsu London on Vimeo.

My mother often refers to the mechanism of photography as "magic." She knows, at least intellectually, that it's silver halide ions filling their electron shells with photons, but that kind of explanation just doesn't do anything for her. "Magic" fits how she thinks better.

This is a fun little proof-of-concept video for Making Future Magic, who use the iPad to create animated light images. I do wish that they'd branched out a little further from just tossing their logo into different situations, but there's a tremendous potential here for someone who can take this technology and use it in an evocative way. The form recalls hallucinations, spirits, sprites, the whole panoply of late 19th and early 20th century occult experimentation with photography.

It's really quite magical.

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