CREATIVITY COMES FROM MANY DIFFERENT DIRECTIONS….

Within minutes we were swallowed by an extraordinary mash‑up of beautiful data connectivity, and chaos! Or as described on the website ‘a total sensory encounter that transforms vast datasets into an immersive audiovisual environment exploring the intersection of art and physics in an unprecedented scale’. 

At first delicate lines of data flowing, beautifully connected, then suddenly mutating into something more chaotic, and err terrifying!  

Big data mapped against everything you can imagine – the brain, internal organs, city grids, planetary systems. It was like scrolling through the entire universe’s back end. 

The experience burst into full‑blown sensory overload. By the last 5 mins it felt like being trapped inside the internet’s nightmare.  

I loved it – horrific as I’ve made it sound.  

But it reminded us how important it is to step out of the day to day.  

We’re a creative agency, so inspiration for our clients doesn’t always arrive in tidy decks and brainstorms. It’s in odd, intense moments like this- a beanbag that turns into a nightmarish rocket launcher- that a fresh idea for a brand proposition (real example) comes to life.” 

See more about the exhibition here.