THE EYE AUGMENTED SANDSCULPTURE by Wieden + Kennedy Amsterdam for THE EYE (NETHERLANDS FILM MUSEUM)

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THE EYE AUGMENTED SANDSCULPTURE

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Industry Museums & Libraries
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Netherlands
Agency Wieden + Kennedy Amsterdam
Executive Creative Director Jeff Kling
Creative Director Carlo Cavallone, Alvaro Sotomayor
Art Director Thijs Biersteker
Copywriter Karian Weijers
Released September 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: THE EYE (NETHERLANDS FILM MUSEUM)
Product/Service: LAUNCH OF THE EYE BUILDING
Agency: WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Jeff Kling
Creative Director: Carlo Cavallone/Alvaro Sotomayor
Copywriter: Karian Weijers
Art Director: Thijs Biersteker
Account Manager: Sylvain Lierre
Other Credits: Sculptor: The Sand Factory/Moving Image: Theo Watson & Emily Gobeille
Date of First Appearance: Sep 4 2009 12:00AM
Entrant Company: WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS

Description of Ambient execution
The Filmmuseum held an exclusive ‘breaking ground’ ceremony to mark the beginning of construction on their new building (for The Eye) at the site of their future premises on the north shore of the River t’ IJ. The Filmmuseum, Holland’s premiere museum for cinematography, is rebranding with a new name 'The Eye' to reflect the Filmmuseum’s ambitions to become an iconic cultural experience for those who are passionate about film. To celebrate the ‘breaking ground’, British artist Theo Watson and sand sculptors The Sand Factory, to design a 6 x 5 meter sculpture replicating the new building using the only material on the site, sand, and using the magic of film and light to bring the piece alive on a unique sandscreen for partygoers to enjoy. Pulsing paths of light trace rush along the edges of the surface revealing the architectural details within the exterior of the design. Details like windows, entryways, and patterns in the stonework are all highlighted one at a time in an animated and playful manner that slowly reveals the complete architectural concept of the future building. Once the full model is revealed certain sections of the facade are highlighted and then animate to reveal the interior cross-section. Multiple cross-sections are viewed through one facade in sequence as if you were zooming through the building. The animation of these elements are choreographed to create an ‘augmented’ unveiling to accompany the physical unveiling bringing the static sand sculpture and the building it represents alive in a dynamic and playful way.