ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
Digital Experiences / Responsive Environments
Annual ID
ADC_EXP20_018M
About the Work
‘On View’, commissioned by the SCAD Museum of Art, is an experiential work that looks at the generational desire to be the subject of an art experience. In the era of experiential marketing and digital art museums on every corner, ‘On View’ asks: “Are you going to see what's on view or are you going to see yourself on view?” Audience-participants move through three distinct spaces: Terms and Condition, Stages Gallery, Golden Gallery. While ‘On View’ appears to be a non-digital environment, it relies on a ubiquitous network of technology, using TouchDesigner as a mainbrain integrating real-time facial recognition, microprocessor devices, environment-embedded sensors, kinetics, dmx light control, and guest profile generation. The technology is embedded both conceptually and technically into the backdrop of the experience—a critical nod to ubiquitous computing, IoT and Industry 4.0. The experience goes beyond VR and AR into Mixed Reality; attendees interact with a virtual world with no virtual layer. Both a socio-political critique and an experiment in art and technology, ‘On View’ is part of the critical conversation on data in modern society, surveillance capitalism, and a call to action and awareness, illuminating the underlying forces shaping our everyday realities and actions.
2020 Awards
Total Points: 2
Merit Honor
Credits
Composer
Amon Tobin
Artist
Dejha Ti
Ania Catherine
Freelancer
Dejha Ti & Ania Catherine / Los Angeles
Lighting Designer
Seth Bernstein
Photographer
Djeneba Aduayom
Programmer
Eric Mintzer
Typographer
Patricia Covarrubia
Creative Team
Leticia Leon
Paul Bennun
Ana Rajcevic
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