Urban Abstract

Art Director Jopsu Ramu from Musuta Ltd. (a multidisciplinary design agency based in Helsinki & Tokyo) has created together with Shun Kawakami (artless Inc) an artist and designer from Tokyo - a piece titled Urban Abstract. This digital art piece is being shown as the November break bumpers on one of the biggest commercial TV channels in Finland: TV Nelonen.



Urban Abstract -piece was born in Tokyo during 2009. It consists of 40 X five second clips or it can be viewed as a one 200 second journey.



Urban Abstract is a first piece created in collaboration with Ramu and Kawakami. The artists have plans for new pieces and are currently looking for interesting projects to work on and to continue this Helsinki - Tokyo collaboration.



The website http://www.urban-abstract.com works as a part of the piece and creates an extra dimension for the clips shown on TV.



URBAN ABSTRACT - About the concept:



Urban Abstract is a journey across urban space that unfolds in forty, 5 second parts. The journey, in one, two and three dimensions, is a bit like abstract surfing in which the original destination is only reached after a number of seemingly random yet linked detours occur. Points , lines, planes and other abstract elements create a journey through an Urban Abstract.

The space between things is as important as intended space, perhaps creating a fourth dimension. Meaningful shapes and purposes occur in this dimension's reality as well. The concept of negative space has meaning here.

Nature plays a part as well. To be able to understand and differentiate what is urban one has understand what is nature.

The style of the shorts is fluid and, though seemingly random, stream into a cohesive whole. Perhaps watching them in a different order would be more like seeing the same journey from another point of view. The sound world is also very important -- movement in space is sensed even if watching the shorts with eyes closed. Sounds overlap, fade, come and go.

Architectural, abstract, someway minimalist and abstract with a touch of humanity.

This feeling is reached through mixing techniques such as vectors , hand drawn lines and painting.

Urban Abstract was realized in Tokyo by a team of artists, designers and animators from Finland and Japan. Urban Abstract was created by Jopsu Ramu from Musuta Ltd, a concept, art & design -studio based in Tokyo and Helsinki.



About the creators:



Jopsu Ramu (born 1982). She is a young Finnish designer and an art director who runs her own business Musuta Ltd. Ramu creates art, graphic design, space & design.





Musuta Ltd.

Musuta Ltd. is a Finnish company operating in Helsinki & Tokyo. Musuta is a multidisciplinary design studio that makes art, space, design, graphics, concepts & branding.

Musuta produces Ramu's personal art work as well as creates commercial work for different clients including: Iittala, Hartwall, Pepsi Co., Kawada Group, TV Nelonen etc.

- http://musuta.com



Shun Kawakami (artless Inc.)

Shun Kawakami is a highly awarded designer & artist living in Tokyo. He is also the founder and chief of Artless Inc. He has won awards in many design competition from Type Director's club (TDC) to Art Director's Club (ADC) and so on.. He has also held many exhibitions in Japan, Europe and the U.S.

- http://www.shunkawakami.jp



TV Nelonen

Channel Four Finland – Nelonen Nationwide commercial tv-channel Offers second-highest reach and is the third-largest advertising medium in Finland

http://www.nelonen.fi





If you embed or publish the Urban Abstract -video on blogs etc. please keep in mind to mention and credit the creators. The video should not be altered or edited in any way without permission from the creators.



Credits:

Creative Director Jopsu Ramu MUSUTA

Art Director Jopsu Ramu MUSUTA, Shun Kawakami artless Inc.

Design&Storyboard Jopsu Ramu MUSUTA

Opening scene artwork Shun Kawakami artless Inc.

Calligraphy Gen Miyamura

Sound Chikao Maruyama

Producer Timo Huhtala MUSUTA

Director Mitsutomo Maeda & Masaru Ikeda EDP graphic works

Animation&Production EDP graphic works

Project management Tokyo Masaji Kinoshita / shirofuchi Inc.

Executive Producer MUSUTA Ltd.

Special thanks Taisuke Koyama, Brian Kaszonyi

Created by MUSUTA Ltd. - Jopsu Ramu & Timo Huhtala

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TESTO FINTO

È inutile dire che sempre difficile è stato lo scrivere un testo finto che sia veramente diverso dal solito "lorem ipsum", e che non si dilunghi in inutili speculazioni che non hanno un senso nè per un designer affannato che cerca il più in fretta possibile una buona dose di parole certo temporanee ma anche con un minimo di estetico significato nè per un cliente indaffarato che non ha tempo nè voglia di leggere inutili sciocchezze sparpagliate su un layout che con tutta probabilità non è rispondente ai criteri stabiliti da lui medesimo o se vogliamo dal reparto comunicazione, o ancora dal marketing della sua azienda.
Ma come è possibile leggere un testo dal quale per il 90% non ci si aspetta niente e poter cambiare idea, magari pensando che quel testo finto in quel caso possa essere anche un po' utile per chi lo fruisce, sebbene lo si legga in meno di 10 minuti tra una riunione e l'altra? Potrebbe forse essere la risposta a un bisogno dei più scontati (è pur vero che un finto testo è un testo banale e ha quindi banali propositi). UNA PAUSA fra un impegno e l'altro, quei 10 minuti rubati che nessuno si sognerebbe mai di pianificare, ma che ognuno di noi ha vissuto almeno per una volta, inaspettatamente. E tutto d'un fiato.
Questo è un nuovo paragrafo di transizione tra una decisione e l'altra: magari avvicinandosi a leggere qualche riga di questo breve testo, per poi allontanarsi di nuovo, potrebbe succedere la coincidenza di cambiare punto di vista: e riguardando per intero questo layout che prima ci era sembrato, beh, questo è opinione personale, adesso ci appare invece in un modo diverso; ci siamo accorti di cose che prima non avevamo considerato, e questo con un semplice movimento di avvicinamento e allontanamento. Conoscevo un'art director che mentre produceva un layout si lanciava con la sedia a dieci metri dal monitor, e poi lo osservava attentamente con gli occhi socchiusi e la testa piegata da un lato...
In definitiva non è tanto importante cosa ci sia scritto in questo testo finto, quanto che sia abbastanza adatto ad essere scorso per un momento, muovendo l'attenzione di chi legge per fare in modo di vedere poi meglio tutto il resto, quello che realmente si vuole mostrare.

Non basta?
Ecco alcuni link a finti testi:
FINTO TESTO INUTILE
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FINTO TESTO SECONDO ALCUNI
DUMMY TEXT FIREFOX ADDON

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HypeForType Ident:#HFT001
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