Incidental Media

Incidental Media is a film sketch by Dentsu London as part of their ongoing ‘Making Future Magic’ strategy:

Making Future Magic was partly conceived as a way to avoid making horrible use of media that makes everyone feel like Chief John Anderton.  But also (and mostly) as something that would help us think about the most exciting creative possibilities opening up in a continually shifting and multiplying media landscape, where the scope of communications broadens to encompass and meld service, product and software with more traditional advertising.

The thing I most enjoy about the film is the simple notion that whilst the range and frequency of media is ever-increasing, the resulting communication should be more about personalisation and refinement. I am not sure whether some of the illustrated examples are actual realities (such as the Guardian headline or Foursquare update printed on the receipt) but these are clever yet understated ideas. Schulze describes media becoming more pervasive and ‘ambiently available’, alikening it to the quiet expectation of the clock in telling us the time.

Admittedly, there is something seductive about the way it is filmed; an almost perfect advert when in reality it may not be so. There is a lot to be said for the interface design, the way that subtle animation and almost retro tickerboard approach help to promote a communication that is both intelligent, seamless and tranquil.

The second film, The Journey is another take on the above this time focusing on a single train trip, which again is enhanced by subtle personal media. This time, the ‘industrial archaeology of the landscape’ is described using piggybacked train tickets, informing the passenger of a bygone age whilst rolling through the countryside.

About George

George Metcalfe recently graduated with Distinction as Master of Architecture from the WSA. A freelance designer and multi-creative, he is interested in the intersection between architecture, urbanism and information communication technology.

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