Comments on: 1st Ave Machine: “TED”

By: MonstersandMilk

MonstersandMilk — Sat, 27 Jan 2007 16:15:57 +0000

If you reference another video with a similar feel and style, NIN’s “Closer to God” by Mark Romanek, I don’t think you’d say that that video was “pointless”. TED just happens to borrow from that disconnect feeling of music and visuals that Romanek made a huge mark with. Eliciting a primal response from the viewer is vastly more effective and thought provoking than some overt and heavy handed attempt to “connect” the two together.

By: Simon Robson

Simon Robson — Thu, 25 Jan 2007 14:17:54 +0000

Rad Tad – You mean Tyson doesn’t have a grill? Now there’s a missed opportunity…

By: markokon

markokon — Thu, 25 Jan 2007 00:08:18 +0000

I think the music and visuals fit. The insects don’t have to react to the music, but what I think ties the two things together is the tension present in the visuals and composition of the music. It looks as though there is a conflict between insects, and the music I think hightens this tension.

By: Lilian

Lilian — Wed, 24 Jan 2007 22:15:42 +0000

Rad tad — no i didnt say that. I said each has their own merit. and each gets hired for different reasons..and i didnt call anyone a one-trick-pony. but its up to individuals who they choose to look up to!

but perhaps if mike tyson did come out with a grill, he’d be in less trouble than he is now :) let out those aggression!!!

By: rad tad

rad tad — Wed, 24 Jan 2007 18:46:53 +0000

Lilian-
Versatile good? One trick pony bad? So, according to you Michael Jordan should have mastered baseball and football as well, and Mike Tyson should come out with a grill.

By: sparrow

sparrow — Wed, 24 Jan 2007 00:41:25 +0000

if this is infact a one-trick pony, which it kinda is…
its still one hell of a trick. they have their lil aesthetic all kinds of locked up.

By: Lilian

Lilian — Wed, 24 Jan 2007 00:13:11 +0000

I think there are 2 kinds of design houses out there (in terms how how things work for them): those who are versatile and so diverse, like Shnyola, and those who are very good at one particular unique style that they do, like 1st Ave….and they get hired for different reasons I guess. Some of us prefer those who are versatile–one can not guess what they’d come up with next..Lubalin seems to be one of them. Although commercial reality is different (like what Simon said, ‘make hay while the sun shines’)..it’s still a subjective thing—choosing what you want to become and what sort of designer you choose to look up to.

By: spiritform

spiritform — Tue, 23 Jan 2007 23:14:58 +0000

And it’s a music video, not a spot lubalin. Music videos are allowed to seem pointless, since they sometimes represent an artistic individual interpretation of the music.

By: spiritform

spiritform — Tue, 23 Jan 2007 23:09:59 +0000

This is from FEED.

From 1st Ave Machine director Arvind Palep: â€œThese insects have a distinct regal quality, we wanted to augment that quality of perfect intimidation. We started designing and creating elements that would blend with and add to characteristics already present.â€?

â€œItâ€™s a bit shocking, but thatâ€™s what we love to do,â€? says Palep. â€œTriggering that primary emotional response; that curious, excited surprise in viewers is what we are always after.â€?

By: Simon Robson

Simon Robson — Tue, 23 Jan 2007 23:07:33 +0000

pointles…1 trick ponies…Jeez, that’s harsh. They have created a unique look and approach to their work and are exploring it, that’s all. Remember, clients will be aware of them , and approach them for the style they have seen and want to buy into. THAT is the reality of commercial work. And it’s a very foolhardy director / outfit who turn down work just because they’re being asked to create something similar to what they’ve done before. Fashion moves so quickly in this industry that it’s prudent to ‘Make hay while the sun shines’. That said, i think there’s plenty more to explore for 1st Ave within the style they’ve created. Good for them!!!