We put together this very fast film festival as part of the launch for the new BMW 3 Series.
It's a 5.9 second film contest, to be exact.
[That's amount of time it takes to get from NAUGHT to SIXTY.]
Show us how much you desire a new 3Series, in the most creative, epic, dare I say it awesome, way possible, and win a car.
Contraints are the soul of any brief, so we're really interested in what will/can happen in films this short.
Is it enough time to tell a joke? A story? To be beautiful or interesting? Is it a film or a 'moving photo'? [HT flickr, cinegram]
Whilst the industy has experimented with Blipverts many times, we still tend to think in 30 second chunks, regardless of platform.
The brevity here feels like it lowers the threshold for participation and so far that does seem to be the case, which is nice.
Head over to the YTChannel and have a look / enter your film.
…
[My attention threshold online seems to have diminished.
I say online because there seems to be a modality for online lean forward type activity that, for me, lends itself to speed and skimming, surfing to wrench back a metaphor from a distant age, across data and ideas.
Motion feels.. important, online. Moving, leaving an exahust trail, grabbing and storing but never going back.
I don't think I have gone back to my Delicious account more than a handful of times. I still like having it pull all the links from my tweets and storing them.
I'm not entirely sure why, or if this is any different from the tendency to endlessly scroll through channels, or Netflix options.
But they don't create the same sense of motion.
Or movement.
Not progress, but generating and using momentum.
Maybe it's part of the diminishing cultural latency I've been thinking about for a while – with the feed constantly full of new stuff, why /when go back and look at the old.
A centrifuge of ideas.
Endlessly spinning under its own momentum.]
15 responses to “5.9 Seconds of Desire”
Nice idea, but this seems off brand for BMW.
What’s the connection to Ultimate Driving Machine, Driving Joy or Driver’s Car?
Hi Faris,
Read the article on diminishing cultural latency – certainly does accurately describe the ‘nowness’ of today which brands live in.
My thought however was on timelessness of things – there are some movies / songs we still go back to, and even some ideas within which we still carry till today.
Given this, do you still think timelessness of an idea/thought still retains as much value today as it did before the era of ‘nowness’?
Edward
Hello Edward!
As to every idea an equal and opposite – and yes I would say absolutely.
The ‘stock and flow’ metaphor captures this well I think:
http://www.google.com/search?sourceid=chrome&ie=UTF-8&q=stock+and+flow
Timeless – content that remains ever useful / relevant [or at least for some duration]
Flow is pooh sticks in the stream.
That said, I feel that in culture with latency this low, with the corresponding cultural decay rate, and the sheer volume of content available, it is MUCH harder for things to become classics.
I keep trying to think of a movie that had the same cultural impact of say The Matrix in recent years. And maybe I’m just older, and maybe there haven’t been any good movies, and maybe well there’s too much too fast for anything to stick.
thanks for the thought! FX
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