vision
The future of science?
Science is everywhere. Today, when people hear about issues in the media, such as avian flu or climate change, it seems to conjure feelings of distrust or confusion, in addition to fear. Young students seem to be turning from science in their droves, creating a future for Britain that will be barren of innovators and creators. I want to reverse this situation by helping to ‘re-brand’ science; by dragging science back out into the open, getting people intrigued again, thinking, entertained, and comfortable with the fact that every aspect of their life is touched on by science and technology. Not education, reintegration.
The dream is to utilise the screens that are becoming a ubiquitous and integral part of our culture: shopping centres, clubs, mobile phones, buses, Virgin Megastores, PDAs, airports, science centres, or Sony’s PSP handheld media/game interface. The idea is to use fun, dynamic, and intriguing images and film that are captivating. These pieces will be designed to intrigue rather than attempt to educate; the scientific message contained within the piece will be almost incidental – if you've seen Powers of 10 by Charles and Ray Eames, this exemplifies the idea well.
It's not just about providing content. I want to examine the way that information is transmitted through advertising, filmmaking, graphic design, and attempt to generate a new type of science communication that is highly desirable to watch and mentally participate in. The goal would be to generate very short pieces, around 10 to 15 seconds long (often called ‘stings’ in the world of advertising), using digital tools from film to flash to 3d animation: using cutting edge visuals and techniques, deliberately trying to provide a high ‘wow’ factor. The stings will be beautiful.
If this idea intrigues you, please get in touch.
Image: Renaissance of the Egg by BJ Gibb