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Which clippings match 'White-out' keyword pg.1 of 1
02 OCTOBER 2013

Subservient hunter hawks Tipp-Ex white-out

"Leave it to a brand of ink–correction fluid to create the most entertaining YouTube campaign since the Old Spice response videos. The clip below, for Tipp–Ex, with a hunter who encounters a bear at his campsite, sets in motion a whole interactive choose–your–own–adventure game where you decide what the hunter should do to the bear by typing directions into a field above the video. (The hunter uses Tipp–Ex to erase the word "shoots" and asks you for replacements.) It's basically Subservient Chicken all over again, but with a YouTube spin."

(Tim Nudd, 2 September 2010, Adweek)



2010adAdweekbearbreaking the fourth wall • Buzzman (agency) • campsite • choose your own adventure • correction fluid • deus ex machina • erase • erasuregrizzly bear • hunter • interactive advertisinginteractive narrativeinteractive YouTube video • Old Spice • Subservient Chicken (Burger King) • Tipp-Ex • white-out • YouTube campaign


Mik Parsons
18 APRIL 2010

Blur Building: Anti high-definition and visual fidelity

"The Blur Building was built for the Swiss Expo 2002 on Lake Neuchatel. It is an architecture of atmosphere. The lightweight tensegrity structure measures 300 feet wide by 200 feet deep by 75 feet high. The primary building material is indigenous to the site, water. Water is pumped from the lake, filtered, and shot as a fine mist through 31,500 high–pressure mist nozzles. A smart weather system reads the shifting climactic conditions of temperature, humidity, wind speed and direction, and processes the data in a central computer that regulates water pressure.

Upon entering the fog mass, visual and acoustic references are erased, leaving only an optical 'white–out' and the 'white–noise' of pulsing nozzles. Blur is an anti–spectacle. Contrary to immersive environments that strive for high–definition visual fidelity with ever–greater technical virtuosity, Blur is decidedly low–definition: there is nothing to see but our dependence on vision itself."

(Diller Scofidio + Renfro)



2002 • anti-spectacle • architecture • architecture of atmosphere • Blur Building • Diller + ScofidioDiller Scofidio + Renfrofidelityfoghigh-definitionimmersiveimmersive environments • Lake Neuchatel • Liz Dillerlow-definition • mist • natureRic Scofidio • smart weather • spectaclestructure • Swiss Expo 2002 • technical virtuosity • tensegrity • visual fidelitywater • white noise • white-out • Yverdon-les-Bains


Simon Perkins

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