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Diesel – Magic of Christmas – Behind The Dreams

This Christmas Diesel (with their hand held by us) actually hypnotised customers to reach ecstacy over Diesel’s new Christmas gift selection. A fittingly ironic, puerile,  and sardonic comment on the festive brand brainwashing discharged by most companies around this time of year, and we hope you’ll agree, quintessentially Diesel.

It was pretty funny and very extreme at points – some of which we weren’t allowed to show – oops (!) However here IS our official Behind the Dreams making of video.

You’ll feel an overwhelming compulsion to click and share on Facebook.

Big thanks to the amazing and uber ethical Anthony and Kev at Headhacking for their relentless hypnosis skills (Anthony is the hypnotist in this video).

Diesel: The Magic of Christmas

Holidays are coming! Holidays are coming! What would Christmas be without brand advertising brainwashing you to buy Buy BUY!! This Christmas, to celebrate all that is good, we took a leaf out of the Coca Cola’s book of festive advertising. And we literally dived deep inside the minds of a group of good-looking Diesel types to bring to life that wondrous Christmas feeling.

To bring back the true feeling of Christmas, we hypnotised people to believe they were 5 years old again and then woke them up on Christmas morning in the Diesel store.

The trilogy of 3 films takes you on an epic journey through Christmas morning with the most amusing REAL results. ALL REACTIONS ARE REAL AND GENUINE.

December 6th

In Episode 1 – The Anticipation, they awake from their hypnotic slumber, on Christmas morning (in their heads), and we leave the rest to them.

December 10th

In Episode 2 – The Joy, we see our children open the Diesel gifts in nothing short of delirium.

December 13th

In Episode 3 – The Goodwill, we see what happens when all the gifts are open and the envy sets in.

The project was devised by SuperHeroes to promote Diesel’s new Christmas gift selection and to add a touch of self-irony to the Diesel Christmas gifts and material, which was based on instore playing cards, dice and magical elements. Follow Diesel on Facebook – we have a whole month of content to support the campaign including a series of Christmas cards and a hilarious ‘Behind the Dreams’ film out late December.

Interested in the gifts? We built the most joyful overview on Time to pick yours :).

The films are produced in close collaboration with London based Skinflicks, with directors The General Assembly.

The wonderful hypnosis was performed by the astounding Headhacking team, Anthony and Kev (Anthony is the hypnotist in the videos).

More episodes coming up. Enjoy the show!

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.

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