Every Monday morning the creative department gets together to be inspired by great ideas, the latest technology and innovations in advertising. This Monday was no exception – Pete Hellicar and Joel Lewis (Hellicar and Lewis) were invited to share their thoughts.
They spoke about their background, introduced OpenFrameworks and showed the variety of mediums they work with creatively. Not only are their credentials impressive, but their attitudes are inspiring and their goal is to bring advertising to life. Interactivity is a fundamental element of their work. Each of their projects involves participation and engagement from the audience as they feel this is the way to create more memorable and valuable experiences.
"We like to take people in the moment… that's the only thing that we all have. It's an interesting place for all kinds of projects - commercial and artistic."
All of Pete and Joel’s work is made public on OpenFrameworks once it has been used. They chose to do this to ensure that they are not defined by one specific piece, or wedded to one software programme while also building a reputation for creating original ideas.
Another unique aspect of Hellicar and Lewis' work is their notion of self-supporting ˈfeedback loopsˈ. They believe that their work should feed itself without needing to generate reports or evidence.
Their V&A 'Mirror, Mirror' exhibition (pictured below) took thousands of pictures of people of all ages enjoying their camera masks, proving the project engaged and entertained visitors.
They’ve delivered several large interactive projects. Their work includes an Interactive Architectural Scale installation on Auckland’s Ferry building, which allowed the public to create large silhouettes and images on the walls. Another installation, for Diesel:U:Music was a light show that responded to the audience, creating a truly spectacular visual.
OpenFrameworks, mentioned above, is a way of working that suits Hellicar and Lewis. The programme is a C++ creative coding toolkit that allows individuals to create fascinating digital work and share it with a community. However, there are certain restrictions when using these concepts and tools for marketing and advertising activity. But, if you want to learn how to use this software, Joel and Pete run a workshop – is there anything they don’t do?
Make sure you have a look at http://www.hellicarandlewis.com/ for yourself and check out some of their fascinating work. Following their philosophy of trying new things and experiencing all media, a link to their latest endeavour – a local radio show – can also be found on the website.
*Pete is the skater and Joel is the nerd mathematician.
Written by David Austin, a marketing student currently working in the creative department on a summer work placement.
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