Sanoma Television Oy / Nelonen Media in Finland ran “Urban Abstract“, a 195 second short film, as the basis of an ident campaign for Channel 4 (TV Nelonen) in November 2009. Twenty pairs of five second break bumpers, designed for the transition between program and commercial break, explore the life of the city in fluid, almost black and white, streams of light. The campaign won a Gold Design Lion at Cannes International Advertising Festival 2010, following on from the Bronze won at the D&AD Awards.
Urban Abstract is a journey across urban space that unfolds in forty, 5 second parts. The journey, in one, two and three dimensions, is a bit like abstract surfing in which the original destination is only reached after a number of seemingly random yet linked detours occur. Points, lines, planes and other abstract elements create a journey through an Urban Abstract. The space between things is as important as intended space, perhaps creating a fourth dimension. Meaningful shapes and purposes occur in this dimension’s reality. The concept of “negative space” has meaning here. Nature plays a part as well. To be able to understand and differentiate what is urban one has to understand what is nature.
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The Urban Abstract campaign was developed at Musuta, Helsinki, by creative director/art director/concept designer Jopsu Ramu, concept designer/producer Timo Huhtala, with Artless art director Shun Kawakami in Tokyo, directors Mitsumoto Maeda and Masaru Ikeda at EDP Graphic Works, Tokyo. Music is by Chikao Maruyama, guitarist with Soothe. The project was managed by Masaji Kinoshita at Shirofuchi.