GE has released “The Big Drop”, a sound and vision work as part of “The Sounds of GE”, showcasing the crucial role of sound in GE’s engineering. Audio recordings are used by engineers to perform real-time diagnostics of airplanes, locomotives, power turbines and medical equipment, allowing for prediction and diagnosis of faults, maintenance to be scheduled, and failures to be avoided before they occur. New York DJ and sound artist Matthew Dear worked with GE Accoustics Engineer Andrew Gorton to gather over 1000 discrete samples recorded at GE research centers around the world. From these, Dear composed an original electronic track featuring sounds from some of the world’s largest machines, including GE90 and GEnx jet engine acceleration tests, diagnostic tests performed at the Global Research Center, and sounds of the Blue-C subsea compressors from Norway, all culminating in a much-anticipated drop.
OK Go’s music video for “The Writing’s On The Wall” has won the Best Visual Effects award at the 2014 MTV Video Music Awards. Brooklyn-based production company 1stAveMachine and their experimental agency division SpecialGuest collaborated with OK Go members to create a one-take film focused on optical illusions. Drawing inspiration from artists like Georges Rousse and Felice Varini a large team in a Brooklyn warehouse used real time objects to create 4 minutes of fascination and pleasure.
Samsung Mobile UK has joined the ALS Ice Bucket Challenge with a YouTube video featuring the Samsung Galaxy S5. Amyotrophic lateral sclerosis, also known as Motor Neurone Disease and Lou Gehrig’s disease, has been connected with the Ice Bucket meme over the last month. Participants have ice cold water poured over themselves while challenging others to take up the challenge and/or donating funds to medical research. Samsung’s campaign challenges Apple’s iPhone, HTC’s One M8 and Lumia’s 930 to take up the challenge, and invites followers to support the UK based Motor Neurone Disease Association online at mndassociation.org
Electrolux has released the next expression from their artful appliances idea with a new online film from Saatchi & Saatchi Thailand that demonstrates the artistic capability of its washing machines. Collaborating with upcoming Thai experimental artist Pitchanan Sornyen, and production company Wakeup Rabbit, ‘Washing: Re-Imagined’ uses the magic of art and the power of imagination to highlight appliance product features in a way not done before. Washing functions like Time Manager, Vapour Action and Refresh Cycle are used to create a piece of unique art that will be showcased by Electrolux at a later date.
Honda Motor Europe has launched “Hot and Cold”, a new multi-channel campaign celebrating the Civic range and Honda’s unparalleled dedication to thorough testing. The campaign is based on the idea that ‘there’s testing, then there’s Honda testing’, showcasing the dramatic lengths the manufacturer will go to when testing their vehicles, specifically the Civic model. At Honda’s European manufacturing plant in Swindon UK, they test the cars to the extreme in a specially controlled climate chamber from -30’c to +80’c conditions.