Film director Dougal Wilson and Furlined, a global production company with offices in Los Angeles, New York and London, are sweeping the 2018 ad awards shows, including medals from the Art Directors Club, One Show, Webby Award, D&AD, and British Arrow. Their winning entry is “Barbers,” a quirky commercial promoting the Portrait mode on Apple’s iPhone 7 Plus. Previously available only on DSLR cameras, the Portrait mode uses the iPhone’s rear cameras to separate the foreground subject from the background, to secure impressive studio-quality lighting effects.
The location for showing the iPhone’s Portrait is set in a funky New Orleans barbershop, enlivened by “Fantastic Man” by Nigerian synth pop artist William Obyearbor. Apple says it had to do 24 haircuts to make the advert. It donated the shorn hair to Locks for Love, a nonprofit that helps provide hairpieces to disadvantaged children in need.
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Noted science writer Janine Benyus, who coined the term “biomimicry” in 1997, has provided convincing evidence that there is a lot that designers can learn from nature. Often times designers aren’t so much innovating new forms and technological concepts as they are shamelessly stealing what the animal and plant kingdoms have worked out over the span of millions of years.Through biomimetics, designers are adapting nature’s best practices into products, systems and processes that are revolutionizing our lives. This video, co-produced by Vox Media (Christophe Haubershin) and 99% Invisible (Roman Mars and Kurt Kohlstedt), explains how biomimicry underlies discovery of exciting new ideas. A highly recommended must-read is Janine Benyus’s book ”Biomimicry: Innovation Inspired by Nature.”
Ten Fold Engineering in the UK is bringing a 21st century twist to the concept of portable housing. The Ten Fold building unfolds and is walk-in ready in just ten minutes. No foundations, builders or cranes are required. Delivered to the site on a flatbed truck, the structure self-deploys using a hand-held battery-powered drill. Better yet, the process is fully reversible, so if you want to move, you can fold up your house as fast as it takes to dismantle a pup tent.
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Nike opened a new pop-up running track in the heart of Manila, Philippines. Designed by BBH Singapore, the Unlimited Stadium installation is shaped like the sole of Nike’s new Lunar Epic shoe. Lined with LED screens, the 200-meter racetrack invites runners to run alongside their own digital avatar. But first runners must attach a radio-frequency sensor to their shoe to record their initial track time. With this individualized data, runners are challenged to outdo their avatar, besting their own record with each lap. The temporary running track is able to accommodate 30 runners at a time.
Last November Apple debuted a commercial for its new MacBook Pro. Created by Los Angeles-based ad agency, Media Labs, the commercial celebrates great inventions and discoveries that transformed the life of mankind. To the galloping pace of Rossini’s “William Tell Overture,” a path of illuminated light bulbs successively explode to mark civilization-advancing bright ideas over the millennia, from the discovery of fire and invention of the wheel to the steam engine, flying machine, eyeglasses, the zipper, paper clip, space rocket, robots, microscope, and toilet paper. The important contribution that each new invention made to civilization is indisputable. Certainly, Apple’s introduction of the Macintosh personal computer in 1984 was transformative too. Not sure that the MacBook Pro’s new Touch Bar falls into that category, or is deserving of being compared to the discovery of fire. The commercial is great, but implied analogy probably should be saved for Apple’s next big breakthrough.