Starting lately, users looking forward to WeSwitch information to drop can set their creative spirits unfastened and create a masterpiece. Or, on the very least, do one thing extra compelling than take a seat round and watch their obtain counters advance to 100%.
“Color Push,” advanced through the company’s ingenious studio with generative artist Zach Lieberman, supplies an immersive 90-second artwork enjoy. It shall we people transfer their cursors (or shake their heads and palms if the digital camera is enabled) to create summary, watercolor-style pictures. In true WeSwitch spirit, the ensuing footage are downloadable and designed for sharing.
Available for a month, “Color Push” lives right here, and also will pop up right through downloads as certainly one of WeSwitch’s full-screen “wallpapers.” The marketing campaign illustrates the ingenious studio’s skill to craft attention-grabbing, interactive fare for advertisers, as it is finished for Adidas, Apple, Google and Netflix, amongst others.
“There wasn’t an explicit call for this online experience from our users—however, they’re always at the heart of everything we do,” company rep April Edgar tells Muse. Plus, because the coronavirus information cycle rages, “now, more than ever, we need to be able to switch off from the everyday and lose ourselves in creative activities, if only for a while,” she says.
WeSwitch teamed with Lieberman as a result of his paintings fuses artistry and code, an means that jibes with the pursuits and techniques of many WeSwitch users, 70 p.c of whom paintings in ingenious industries.
“There’s a part of your brain which is full of negative voices, but you need to listen to the other part that is more about intuition and play,” Lieberman says in an merchandise on WeSwitch’s weblog. “We need to reduce the friction between having an idea and putting it out into the world.”
“Color Push” continues WeSwitch’s run of leading edge campaigns that come with a choice for everybody to “Please Leave” the Internet (only for some time, naturally), this team-up with singer FKA twigs, and explorations with musicians and artists akin to Bjork, 88 Rising and Jesse Kanda.
It additionally marks the most recent art-minded venture from a notable logo, following tasks from Bombay Sapphire, Epson, HBO, Squarespace and extra.
Design: Pauline Klieber
Development: Jetske van der Wouden
Design & building: Mikey Casalaina
Production: Joe Mier
Marketing & PR: April Edgar
With further contributions from: Angelo Vreeswijk, Sebastiaan Laurentius, Ben Blench, Terri Chen, Karen van de Kraats, Thomas Schrijer, Floris van Driel, Beau Bertens, Devin Beliveau, Joel van Dorp, Stefan Mikolajczyk, Ilja Popovs, Boris Emorine, Jenne Meerman and Laszlito Kovacs