HUSH Creates Immersive Experience For Major University
"It's deceptively simple, because all the waves of patterns were the result of slight tweaks of the application's parameters," Schwarz explained. "All of these small refinements created beautiful, massive visual variations. The whole thing felt alive."
The video footage in particular gave the project life well beyond its intentionally lo-fi origins, he added. "It wasn't an epic, global shoot. But you feel like you're there, mixing in a chemistry class, going for a run on campus, or cheering at a soccer game."
HUSH's project for the University of Dayton logically evolved from earlier forays into interactivity that taught instructive lessons. Its Webby-nominated installation for Infiniti at the Classic Car Show gave HUSH formative insight into the group behavioral dynamics of its interested audiences. Ranging from hesitant observers to type-A experimenters, HUSH's immersive interfacing often pulled everyone into a communal experience. It also challenged the studio to work with a major automotive brand's legacy of multimedia assets outside of its creative control, a top-down arrangement HUSH enthusiastically traded in when University of Dayton came calling.
"We were able to control every pixel this time, which is something that I was really adamant about," said Schwarz. "With Infiniti, we had to retroactively build an interactive experience around existing content. But with the University of Dayton, the entire project was conceived and executed from the ground, up."
Meanwhile, HUSH tapped the party vein created by its personalized architectural spaces for Showtime's annual SHOHouse extravaganza, whose interactive purpose was to blow minds with a bold multimedia tableaux, which it did well enough. That installation was a heart-stopping red neon room awash in interactive sound and animation, but it still shared kinship with the University of Dayton project in the sense that both were designed to be brain-tickling funhouses of pixels and lights. HUSH graduated with flying colors.
In the final analysis, the University of Dayton project inserted yet another interactive feather into HUSH's continuing evolution into an immersive design industry standout. It helps leverage the studio nicely against those that excel in either the creation of visually rich digital content or high-impact personal narratives, but not both, added Schwarz. HUSH is teeming with creative geeks who enjoy freaking media for humans seeking soulful connection through design and technology. Early-adopters can check that philosophy in action this fall at the 2011 Esquire House, where HUSH has built an interactive media experience for Acura, defined by a table topped with an interactive lycra surface, buzzing with real-time projected animation, that attendees can actually press to communicate and even make beautiful music together.
"I've really enjoyed our active transition to interactivity," Schwarz concluded. "Our technologists and developers get the user experience and also value visual design and story. I think we're a great mashup."
Client: University of Dayton
Agency: 160 over 90
Production Co.: HUSH
Art & Technology Partner: Flightphase
HUSH is a creative studio crafting visual stories for digital, experiential and broadcast media. Whether with the latest technology or the most classic of techniques, we unify stories for agencies and brands alike.
Design. Story. United.
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