TEDx Case study 'The Power of X' : Human Arabesque by WE ARE Pi

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'The Power of X' : Human Arabesque

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Industry Shows, Events & Festivals
Media Case study
Market France
Agency WE ARE Pi
Production Big Productions
Released June 2012

Awards

Cannes Lions 2012
Film Craft Lions Art Direction Bronze

Credits & Description

Client TED/DOHA FILM INSTITUTE
Product TEDXSUMMIT
Entrant WE ARE PI Amsterdam, THE NETHERLANDS
Type of Entry: Craft: Film
Category: FILM - ART DIRECTION
Title: THE HUMAN ARABESQUE
Product/Service: TEDXSUMMIT
Entrant Company : WE ARE PI Amsterdam, THE NETHERLANDS
Advertising Agency : WE ARE PI Amsterdam, THE NETHERLANDS
Production Company : BIG PRODUCTION Paris, FRANCE
Name Position
Barney Hobson/Richard Chant Chief Creative Officer
Jamie Kim Agency Producer
Jim Stolze, Ted Conferences Advertiser's Supervisor
Raphaël Carassic Producer
Körner Union Director
Matthilde Carlier Editor
Toolbox Audio Sound Studio
Michael Kneebone Sound Design/Arrangement
Mikros Image Post Production
Laurent Tangy Cameraman
Yasmine Hamdan/Michael Kneebone, Toolbox Audio Music
Laurent Tesseyre Production Designer
N/A Special Effects/Computer Graphics
Laurent Tangy Director Of Photography
Big Productions Paris EditingCompany
Nicolas Avram (Line Producer) ProductionManager
Icouldneverbeadancer - Choregraphers Other Credits
Brief Explanation:
TEDxSUMMIT was the first Middle Eastern TED conference and an unprecedented one-week long global gathering. The goal: to imagine and define the future of TEDx’s community of Ideas Worth Spreading. The summit united 700 TEDx organisers from 120 countries to Doha, Qatar for talks, collaborations and to activate Ideas Worth Doing. One of the agency strategic partner says, “TEDx asked us for a vision that would define its people powered movement. This lead us to the insight: TED to the power of X.” To iconize the self proclaimed ‘TEDxers’ The agency humanized the X, imbedding life directly into the summit logo. Then, taking inspiration from Qatari art, they set about ‘finding the x’ within the traditional Arabesque patterns in an effort to mash-up TEDx with Qatar’s Middle Eastern culture. The agency collaborated witha few production companies. Together, they fused architecture, dance, math and magic into a bespoke18-meter high triangular mirrored structure that hovered over a multi-colour moving floor to create the world’s first Human Arabesque. In a one-day shoot the experiment resulted in a spectacular kaleidoscope made of infinite arabesque patterns.