Creative studio From Form launches a visual study of moving through time and space as a part of a new campaign for Amsterdam Museum Night. Amsterdam Museum Night, the annual cultural event held in the Dutch capital, will launch its 19th edition on November 2nd. During the event, more than 75 museums will open their doors for one night to introduce a young audience to the rich universe of museums their city has to offer.
For the fourth year in a row, the Rotterdam-based creative studio From Form created the campaign from start to finish — consisting of colorful wormholes, dizzying close-ups, and animated walk cycles that hint at Muybridge’s pioneering movement studies. Packed into a mosaic of split screens, the online and outdoor campaign showcases a multiview of a Museum Night Multiverse – a night in which the boundaries of time and space blur and every museum door acts as a portal to another dimension.
“With such an extensive program, it’s easy to gravitate towards well-known spots and visit Rembrandt’s Nachtwacht or Van Gogh. However, if you dig a little deeper, there’s so much more to explore. For example, the Pipe Museum boasts a collection of over 30,000 pipes. Or Tot Zover, a museum that delves into cultural traditions surrounding death and funerals. You can open any museum door and immerse yourself in a universe you never knew existed.” says Ashley Govers, co-founder of From Form.
This idea of the museum serving as a portal transporting you to other places and eras formed From Form’s foundation for this year’s campaign. All these universes, large and small, are interconnected through Amsterdam Museum Night. Jordy den Haan, Head of Marketing for Amsterdam Museum Night, continues: “This year, we aim to encourage visitors to move and explore like never before. That means moving physically to other parts of town, but also moving through different genres like art, philosophy, nature, science, or tech. During Museum Night, you can move through past, present and future.”
This “invitation to move” was interpreted rather literally by From Form. The campaign resembles a visual study of human movement through time and space, prominently showcasing walk and run cycles, all recorded in From Form’s studio, as Jurjen Versteeg, co-founder at From Form, explains: “In contrast to last year’s flip-book campaign, which emphasized museum details, this time, we focussed on the traveling experience of the visitor. Of course, traveling through Amsterdam, but more often, traveling through a feeling or experience.
We love how Muybridge’s early studies examine human movement. His book has long been on our desk, awaiting the right project. It is such a transparent way of researching. Putting his images together in motion produced this kind of zoetrope effect, which we loved to use in the campaign. We used a treadmill and burst photography to achieve this low-fi stick-figure walking effect.” To shape the overall aesthetic, the couple turned to the rich visual culture of retrofuturistic science fiction films like Stanley Kubrick’s 2001: A Space Odyssey (1968) and the original Tron (1982). Another major inspiration was the classic game Prince of Persia (1989), particularly the methods the development team used to capture the game’s walk cycles through VHS recordings and analog stop-motion animation.
To further enhance this 80s nostalgia theme, the team joined forces with composer Beau Zwart once more. In total, 12 tracks were created in Beau’s distinctive style, crafting endless musical journeys and tunnels. To top it all off, the campaign includes a limited-edition vinyl featuring an extended version of the original soundtrack, allowing you to immerse yourself in the Museum Night multiverse fully.
The online and outdoor campaign can be seen in posters and billboards throughout Amsterdam and throughout the capital’s public transport system. The online assets can be seen on the Museum Night’s social channels and website.
Credits:
Client: Museumnacht Amsterdam
Concept, design & production: From Form
Music: Beau Zwart
Make-up & hair: Minou Meijers
Styling: Jan Horvath @ From Form
Talents: Lola, Yojia
Thanks to Joysi Olijhoek
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Creative studio From Form launches a visual study of moving through time and space as a part of a new campaign for Amsterdam Museum Night. Amsterdam Museum Night, the annual cultural event held in the Dutch capital, will launch its 19th edition on November 2nd. During the event, more than 75 museums will open their doors for one night to introduce a young audience to the rich universe of museums their city has to offer.
For the fourth year in a row, the Rotterdam-based creative studio From Form created the campaign from start to finish — consisting of colorful wormholes, dizzying close-ups, and animated walk cycles that hint at Muybridge’s pioneering movement studies. Packed into a mosaic of split screens, the online and outdoor campaign showcases a multiview of a Museum Night Multiverse – a night in which the boundaries of time and space blur and every museum door acts as a portal to another dimension.
“With such an extensive program, it’s easy to gravitate towards well-known spots and visit Rembrandt’s Nachtwacht or Van Gogh. However, if you dig a little deeper, there’s so much more to explore. For example, the Pipe Museum boasts a collection of over 30,000 pipes. Or Tot Zover, a museum that delves into cultural traditions surrounding death and funerals. You can open any museum door and immerse yourself in a universe you never knew existed.” says Ashley Govers, co-founder of From Form.
This idea of the museum serving as a portal transporting you to other places and eras formed From Form’s foundation for this year’s campaign. All these universes, large and small, are interconnected through Amsterdam Museum Night. Jordy den Haan, Head of Marketing for Amsterdam Museum Night, continues: “This year, we aim to encourage visitors to move and explore like never before. That means moving physically to other parts of town, but also moving through different genres like art, philosophy, nature, science, or tech. During Museum Night, you can move through past, present and future.”
This “invitation to move” was interpreted rather literally by From Form. The campaign resembles a visual study of human movement through time and space, prominently showcasing walk and run cycles, all recorded in From Form’s studio, as Jurjen Versteeg, co-founder at From Form, explains: “In contrast to last year’s flip-book campaign, which emphasized museum details, this time, we focussed on the traveling experience of the visitor. Of course, traveling through Amsterdam, but more often, traveling through a feeling or experience.
We love how Muybridge’s early studies examine human movement. His book has long been on our desk, awaiting the right project. It is such a transparent way of researching. Putting his images together in motion produced this kind of zoetrope effect, which we loved to use in the campaign. We used a treadmill and burst photography to achieve this low-fi stick-figure walking effect.” To shape the overall aesthetic, the couple turned to the rich visual culture of retrofuturistic science fiction films like Stanley Kubrick’s 2001: A Space Odyssey (1968) and the original Tron (1982). Another major inspiration was the classic game Prince of Persia (1989), particularly the methods the development team used to capture the game’s walk cycles through VHS recordings and analog stop-motion animation.
To further enhance this 80s nostalgia theme, the team joined forces with composer Beau Zwart once more. In total, 12 tracks were created in Beau’s distinctive style, crafting endless musical journeys and tunnels. To top it all off, the campaign includes a limited-edition vinyl featuring an extended version of the original soundtrack, allowing you to immerse yourself in the Museum Night multiverse fully.
The online and outdoor campaign can be seen in posters and billboards throughout Amsterdam and throughout the capital’s public transport system. The online assets can be seen on the Museum Night’s social channels and website.
Credits:
Client: Museumnacht Amsterdam
Concept, design & production: From Form
Music: Beau Zwart
Make-up & hair: Minou Meijers
Styling: Jan Horvath @ From Form
Talents: Lola, Yojia
Thanks to Joysi Olijhoek
Social Media:
Instagram: @from.form @museumnacht.amsterdam
Web: www.fromform.nl