Now Playing: Around the downtown connector?!
August 17, 2013Richard L. EldredgeComments
Overloaded downtown commuters are in possession of a brand new reason to find information about using their texting because they idle to operate on I-75/I-85 South – the downtown W hotel’s groundbreaking new film series, PIXEL, presently using a continuing loop on the 100-feet by 35-feet digital billboard while watching hotel. The video by director Felipe Barral, now running its second 10-second episode, has already been producing lots of questions from commuters who don’t quite understand what to create from the images. The very first episode contained visuals of lush greenery and also the second episode presently playing is just a black and white-colored silhouette, adopted by an ominous man trying for something (or someone!) along with a quick cut to some beautiful blond reacting in horror to something she’s just located on her laptop. Spoiler Alert: it’s her dead father!
“The response continues to be great,” the downtown W’s marketing manager Pablo Henderson informs Atlanta magazine. “I what food was in a college function now and among the parents stated, ‘Oh my jeeze, I have seen that!’ but was clueless that what it really was. I finished up writing lower the squeeze page on the napkin on their behalf simply because they were so interested in it. That’s ultimately the purpose. We would like individuals to receive it rather than just seeing it.”
PIXEL may be the story of the dying father who decides to organize his infant daughter for their adult years by departing her a number of 10-second videos before his dying. “The first episode really was about us playing it safe,Inches describes Henderson. “We didn’t wish to kick this served by something which might have everybody in arms. We would have liked the work to possess a opportunity to breathe. Therefore the first episode was something somewhat abstract with a lot of greenery then one simple to absorb.”
Based on Henderson, because the film unfolds, commuters might find performers in the Atlanta Ballet and humanities patrons and/or hollow-horned ruminant mammal enthusiasts will recognize among the film’s locales, The Goat Farm in West Midtown.
Besides the billboard’s position, the video project isn’t readily identifiable being an arts contribution through the global hotel brand. Henderson states that’s intentional. “There was really lots of break the rules about this. Many people were asking, ‘Shouldn’t there be considered a hash tag, shouldn’t there be considered a emblem?’ But fundamentally of the project, the concept ended up being to do not have anything onto it. Hash tags have grown to be a proactive approach so we desired to get as not even close to that as you possibly can.Inches
And there is a reason each one of the 13 episodes within the next 26 days will run only ten seconds each. The video is following the Department of Transportation’s strict rules for billboard advertising. “We are following a same specifications the Us dot provides to any or all other digital advertisers,” describes Henderson. “So, whether it’s a Coca-Cola ad or even the America Cancer Society, everybody is limited towards the same 10 second loop. . . Now, the argument becomes, ‘Well, can there be specific content that’s more distracting to motorists than the others?’ We spoken about this whenever we were developing the idea. In the finish during the day, our billboard is the same as every other. It might simply have a rather greater cerebral value than these. So, I guess that may constitute weight loss of the distraction if something will get you to definitely think available on I-75/85 moving toward work.”
To obtain a behind-the-moments look at the building of PIXEL, visit the downtown W’s page devoted towards the film on this link. And when you cannot resist utilizing a hashtag to talk with others concerning the billboard film project, your accommodation indicates using #WPixel.