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LG Say Cheese!

We tried and tried so hard…Avoiding the SuperHero-theme in our concepts isn’t that easy. This time we couldn’t resist….finally our SuperHeroes could show off!

Hanging upside down is the latest trend on internet…hang like a bat and make a picture,
preferable in public. With the new LG Optimus L9 smartphone, you make a photo just by saying CHEESE!

We were briefed by LG to show in what situations you could really use this new feature of the L9.
We developed a TVcommercial, outdoor-communications and in-store material where you see a girl happily hanging upside down in different locations, saying CHEESE to her phone. And click!, there is the photo.

TVC Production & Post Production: De Filmwinkel
Director & Photography: Erik Hijweege
Sound: Friendly Fire

Sound on Intuition – What music can your body make?

SOUND ON INTUITION from owow on Vimeo.

Apart from a sprinkling of vocals, dance music all sounds the same right? Not if designer Pieter Jan Pieters has anything to do with it.

As one of the team who produced the stylophone for Swedish House Mafia’s ‘One’ video, Pieters’ project Sound on Intuition experiments with the human body as an instrument.

The way every human dances is different and Sound on Intuition returns this individuality to electronic music. By applying a series of sensor-based instruments to the body, sound is produced simply by moving.

Opening the Dutch Design Week in Eindhoven showing off his powers with a kickass performance, our creativity sensors were buzzing off the scale. We promptly invited him to the Hideout to chat to the SuperHeroes  about his work.

Let the questions commence!

SH: How do the instruments actually work?

OW: “All the instruments make their sound using standardised factory sensors. Sounds are made by the human body interacting with the sensors.  I like the idea of taking bits of technolgy that you like and adapting them to your needs. What’s the point in creating the technology when everything you need is already there?”

SH: How did the concept come about?

OW: “I used to play the drums and for me it was all about the beat. When I went to an interview for music school they gave me a passage of music to play but i had no idea – I didn’t know how to play the notes. Instead I went into design, but music has always been a passion so thought it was the perfect way to combine the two.”

SH: How do you feel about the digitisation of music instruments? Losing the experience factor of  playing the piano for example?

OW: “Whenever you make music these days, all instruments are digitised; a violin sound will be made via a computer. Playing them is just for habit. This got me thinking about what instruments could actually be. Instead of learning a language to talk to computers, why not communicate with them in a way we already know – movement.”

SH: You mention bringing back the human element to music, can you tell us a little more?

OW: “When i say to my friends ‘come over, let’s make music’ usually it involves everyone staring at their computer screens. This is different. You can play around and interact with the instruments – it makes it a lot more fun. It brings the human element back to music.”

Instruments by Pieter Jan Pieters

SH: You’ve designed the instruments, do you perform with them as well?

“Yeah the performance element is one of the best bits. With Sound Innovation DJs can create a show around their sound, something the crowd can actually see. I’ve also performed with a jazz saxophonist and people really seem to like the combination of the two types of music live – electronic and traditional.”

SH: The instruments currently have to be plugged into a computer. Could the technology go wireless?

OW: “I want to keep the project lo-fi, so that’s the kind of thing i want to keep away from. Not only does cabling make sure you get the best sound quality but as soon as you go wireless, humans become robots. Looking into apps as a way to make the concept portable, the possibilities are endless for creative super sound.

SH: Whats’s coming up for the future?

OW: Lots more prototyping and experimenting – that’s the fun part. I’ve been in talks with a few companies like electronic fabrics manufacturers about possible collaborations weaving the technology into clothes. I’m also working with visual artists to interpret drawing through the scanner. Images could pop up as the scanner reads the lines, there are so many opportunities for collaboration so it’s a pretty exciting time!

With OWOW looking into apps as a way to make the concept portable, the possibilities are endless for Sound on Intuition. Who knows, in a few years time, we may just be recording tracks from the morning cycle to work… now where’s my heart monitor?!

LG So Real It’s Scary

Stepping into the elevator for another mundane day at work, a handful of unsuspecting office-workers get the surprise of their lives…

Shooting away into oblivion revealing the lift shaft below, the elevator floor crumbles beneath their feet in a split second of weightlessness freefall. Stomach and heart battle with bulging eyes and pelvic floor muscles for control of bladder as they wonder… ‘What the hell just happened?!’*

SuperHeroes were briefed with the ultimate challenge from LG: present the perfect quality resolution and lifelike colors of the new IPS monitors to the world, using nothing but a screen.

Published on 19th October 2012 via YouTube, the video has racked up more than 800,000 views as a global internet sensation in only just three days. And we’re still counting…

UPDATE 26th of October: wow, unbelievable, more than 11 MILLION VIEWS in ONE WEEK!! Plus TV screenings all over the world, from Good Morning America, Today Show, ITV, RTL, Chinese CCTV to Korean channels: it’s truly amazing :).

About IPS:

Previously exclusive to professional designers with big budgets, the IPS (In Plane Switching) technology is now available to consumers, with LG leading the revolution. Perfect image quality, no matter which angle you’re watching from – so real it’s scary.

For more info about IPS:

*NB: All participants were debriefed after their traumatic encounter and we’re pleased to reveal the majority show no signs of permanent devastation.

LG: Don’t miss a ball

Football is popular in Holland. Very popular… When you are fan of a team, you want them to win. You want to see every game, every ball, every goal, in real life or on screen. Well, LG now has a great new deal: on the new LG Optimus L5 and L7 mobile phones, you get Eredivisie Live (the football pay channel) for free. And us SuperHeroes, got the privilege to tell everybody it.

So here’s our latest campaign: Don’t miss a ball. It’s an in-your-face-campaign…yes, literally in-your-face. We actually made a TV-commercial for it. And an exclusive online version, in which we reveal how not-to-miss-a-ball…

The campaign we created is rather large, with an online film, the TV-commercial, a microsite, outdoor and print. You won’t miss this ball. Check

The commercial:

The 3rd screen is here!

Roseanne…you know? The Queen of white of trash who dubiously – whether by birthright or sexual favour – nabbed herself a self-titled show on 90s American television? Yeah her. Well she’s all set to get Roasted as one of Comedy Central’s most famous shows return to our screens, this time with an added edge of interactivity.

SuperHeroes had the immense honor of fanning the flames, working with Comedy Central to produce a 2nd screen experience inviting fans at home in on the Roast: The Home Roaster. We didn’t stop at two screens however, throwing in a 3rd screen Roast Remote via mobile for all you lazy Roasters.

Designed to get temperature rising – adding crackling to Roseanne’s bacon if you like – the 2nd and 3rd screen apps allow viewers at home to respond in real-time to the blackest Roast jokes

So tell me more about it?

Via laptop, tablet or desktop viewers can use the 2nd screen Home Roaster app to add fuel to the fire by flaming Roseanne at every great roast (read joke). Alternatively they can do the humane thing and cool the poor pig down if the jokes get too gnarly.

Brain roasted from the night before and incapable of hand-eye coordination? Fear not, The Roast Remote mobile app developed for the 3rd screen ensures fuss-free burns all night long.

Designed specially for Comedy Central, the super simple app means live burn-along action at the tap of a screen, contributing directly to the Roast.

Pig, cow, tit – whatever animal you compare her to, one thing’s for sure; on August 20, the oven will be firing up for ‘The Roast of Roseanne’. 3rd screen interactivity making the Comedy Central classic hotter than ever – this baby’s gonna burn! The Home Roaster and Roast Remote are simultaneously rolled out in the Netherlands, Germany, Sweden, Poland, Austria and Switzerland.


Our Super Fred made a short video on how he 3d modeled Roseanne’s voodoo doll…

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