We put together this very fast film festival as part of the launch for the new BMW 3 Series.
It's a 5.9 second film contest, to be exact.
[That's amount of time it takes to get from NAUGHT to SIXTY.]
Show us how much you desire a new 3Series, in the most creative, epic, dare I say it awesome, way possible, and win a car.
Contraints are the soul of any brief, so we're really interested in what will/can happen in films this short.
Is it enough time to tell a joke? A story? To be beautiful or interesting? Is it a film or a 'moving photo'? [HT flickr, cinegram]
Whilst the industy has experimented with Blipverts many times, we still tend to think in 30 second chunks, regardless of platform.
The brevity here feels like it lowers the threshold for participation and so far that does seem to be the case, which is nice.
[My attention threshold online seems to have diminished.
I say online because there seems to be a modality for online lean forward type activity that, for me, lends itself to speed and skimming, surfing to wrench back a metaphor from a distant age, across data and ideas.
Motion feels.. important, online. Moving, leaving an exahust trail, grabbing and storing but never going back.
I don't think I have gone back to my Delicious account more than a handful of times. I still like having it pull all the links from my tweets and storing them.
I'm not entirely sure why, or if this is any different from the tendency to endlessly scroll through channels, or Netflix options.
But they don't create the same sense of motion.
Not progress, but generating and using momentum.
Maybe it's part of the diminishing cultural latency I've been thinking about for a while - with the feed constantly full of new stuff, why /when go back and look at the old.
A centrifuge of ideas.
Endlessly spinning under its own momentum.]