State of Design is always a popular session at PromaxBDA: The Conference and this year was no different.
Elizabeth Kiehner, IBM’s global design practice director, scoured the globe to find this year’s collection for State of Design. Many pieces showcased innovative new technology while also being visually fascinating, but a few spots focused on more traditional production values, such as nostalgia and pure emotion.
RELATED: How IBM’s Elizabeth Kiehner is Redesigning a Digital Future
Here are the few of the inspiring spots Kiehner showed on the opening day of The Conference at the J.W. Marriott at LA Live in Los Angeles.
The spot below, produced by BBC in advance of the Rio Paralympics 2016 Games, is an old favorite of Daily Brief’s. It’s empowering message never fails to rouse the crowd.
RELATED: UK’s Channel 4 Debuts Broadway-Inspired 2016 Paralympics Advert
In what not only looks cool, but also takes advantage of cutting-edge technology, Nike’s Unlimited Stadium in Manila not only looks like the brand’s LunarEpic running shoe, it captures runners’ times and then creates an LED version of them. The runner is then tasked with keeping up with—or surpassing—the LED version of him or herself while training.
![](https://oldbrief.promax.org/images/uploads/nike-unlimited-stadium.jpg)
To promote its exhibition on the role of digital technology in transcending the physical and conceptual boundaries that exist between different artworks, the Pace museum in London partnered with teamLab. The resulting work not only puts the notion of transcending boundaries into a piece of digital and experiential art, it also itself transcends boundaries.
Lockeed Martin, Framestore and McCann’s “The Field Trip to Mars” was the most awarded installation at Cannes last year. In the film, a group of school kids who think they are going on a regular field trip are loaded on to a school bus. But while they travel, the windows of the bus, which are actually high-definition screens, magically take them on a ride through the Martian landscape. The effect delights both them and us.
As it prepared to launch its own cable television network, Viceland worked with New York-based Gretel on this simple yet powerful brand campaign. It made its point without getting too fancy about it.
Kiehner also threw in a few favorites, including Elastic’s main titles for HBO’s Westworld and Imaginary Forces’ delightfully retro titles for Netflix’s Stranger Things.
RELATED: HOT SPOT: ‘Westworld’ Main Titles
RELATED: Design/Dissect: ‘Stranger Things’ Main Titles
[Image of Elizabeth Kiehner courtesy of ImageGroupLA]
Tags: