Semi Permanent And Facebook Collaborate On ‘Mobile Moves People’ Series

Semi Permanent And Facebook Collaborate On ‘Mobile Moves People’ Series
SHARE
THIS



Facebook has challenged members of the global creative and design community Semi Permanent to shift the perception of storytelling on mobile by creating five new pieces inspired by a famous artwork by American portrait photographer Dan Winters. Founder of Semi Permanent Murray Bell, Rebecca Carrasco head of Facebook’s Creative Shop (Australia and New Zealand) and Daniel Mitchell, the artist behind the video discusses the reasons behind the collaboration. 

Mitchell is the first artist in the series which will include a fashion photographer, a landscape photographer and publishers, an Archibald-prize winning illustrator and an animator. All of the creative minds were chosen by Murray Bell and the Semi Permanent team: “There is such a great mixture of people that will approach the project in a different way. Sometimes the inspiration from the Dan Winters’ photograph will be obvious or sometimes less obvious”

Dan Winters –@danwintersphoto – Photo Booth image:photoboothFor director and photographer Dan Mitchell (from Rabbit Content), the idea of being alone in a photo booth inspired a story around one little boy doing something which is personal to him. “I thought a photo booth is somewhere you go by yourself, you can be whatever you want to be, try to do funny poses that often don’t work out so well. So I wanted to write this story about a boy who takes these photos, they don’t turn out how he hoped but he’s sort of chasing this dream.”

Check out Mitchell’s video designed for mobile: 

Creating content designed to be consumed on mobile meant that Mitchell had to consider different ways of storytelling. “I wrote a story that could work without sound, but also using an engaging music track and sound effects which would help tell the story. I would always play the edit on mute and just check that it was communicating correctly. The consumption depends on where you are- sometimes we’re walking down the street, but if you’re on an aeroplane or at home you will listen to the soundtrack. I wanted to make sure it worked on both levels.

“It wasn’t like I could write a story where there was key dialogue which drives the story. This was about communicating almost like a silent movie, all those images had to work really hard without listening to anything.”

Bell is excited that this collaboration breaks with traditional ways of consuming content. “In yesteryear a filmmaker wouldn’t consider their mobile as the total resting place for a film. They would think ‘we’re going to make a music video, it will live on MTV’. Now these types of mobile products can be the best place content can be presented in. There is less of thinking of it as a side-project, but thinking that you’re actually making something specifically for mobile and it will be contained in this.”

For Carraso and Facebook’s Creative Shop ANZ team, the collaboration with Semi Permanent is an opportunity to shift the creative community’s perceptions about using Facebook products to tell a story- to ignite the commercial creative industry’s passion for storytelling through mobile.

“When you’re talking to this type of high-end creative community it’s about getting them to understand that the platform is ready for the kind of work they’ve been doing for years. It’s just about having a creative approach to what can from the outside seem like a more tech-led approach, bringing creative minds to it and challenging what’s possible.

“We have the capability to stream the best that the creative commercial industry can put on the platform, the audience wants to see the best work on the platform because it is in their personal space and mobile is where they are viewing it. That’s why this collaboration is so important because we have the best people proving it for us through the power of storytelling on mobile.”

Please login with linkedin to comment

Latest News

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House
  • Media

Fraud & Faulty Programmatic Will Force Brands To Take Media In-House

A growing number of marketers are taking back control of their digital marketing campaigns as more cases of fraudulent and waste in programmatic spending emerge across the world. Mr Jay Shah, CEO of artificial intelligence group, OpenDNA, marketers were taking back control of critically important processes like customer targeting, as many digital and programmatic advertising, […]

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland
  • Campaigns

Cricket Australia Unveils Ashes Fan Campaign #BeatEngland

With an Ashes summer rapidly approaching, Cricket Australia has put out a rallying cry to fans around the country to get behind our Australian women’s and men’s cricket teams under the banner #BeatEngland. The #BeatEngland campaign is built upon a simple truth – nothing brings Australia together like the prospect of seeing our cricketers beat […]

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]