Agency: Wieden + Kennedy
Wieden + Kennedy London has created the brand identity for this year’s onedotzero film festiva, which launches September 9 at Southbank London.
onedotzero is a contemporary, digital arts organisation with a remit to promote innovation across all forms of moving image. Their international festival has been the largest dedicated film festival in the world for the last ten years.
2009's festival theme of 'convergence and collaboration' inspired W+K’s idea to take advantage of onedotzero's vast fan base and constant, global, online conversations to create the identity, which include poster, trailers and interactive installations
This constantly updating brand identity is made up of harnessed and live conversations from a diverse range of online conversational sources (twitter, blogs etc.).
These aggregated words and opinions are being channelled via specially produced software (devised by computational designer Karsten Schmidt) through colourful strands that move organically as if alive - they gravitate towards invisible paths that will ultimately generate onedotzero's font and logo:
“It's effectively a living and breathing organism that comes to life by pulling in real-time conversation about onedotzero,” said Wieden + Kennedy Creative, David Bruno.
“This is a generative art form, which we paused to create the posters for the festival, and recorded to create the trailer film. It's been great working to create an identity in this unique and organic way.”
The agency will also create a 50 metre live interactive version, which will be projected onto the side of the National Theatre on London’s Southbank. This will light up at night for the duration of the festival.