【01】
There is a digital artist who uses computer animation (CG) to simulate the movement of natural ecology. With his own imagination, in his style, he created the image of the physical laws of the universe in the digital world.
我想将这位地球上的宇宙创想家，介绍给宇宙。
He is a Russian moving image artist, Maxim Zhestkov. 他最著名的作品，就是2020年索尼公司首发的PlayStation5（次时代家用游戏机）全球宣传片。
Maxim Zhestkov, source network
Under normal circumstances, such a personalized advertising video looks like a project in which big-name companies invite artists to collaborate.
However, the cooperation method of this film is a bit special, for Sony to release the next-generation console such a big event, not the company requires who to do the promotional film around the product, but first select the artist's existing works, and then according to the brand concept and related visual symbols, make some formal adjustments, the order seems to be the company to cooperate with the artist to complete a new work.
Some netizens speculated that because the epidemic delayed the progress of the work, Sony directly chose a film to change it to a promotional film, and some netizens pointed out that Eksim and Sony have long cooperated, and the creative concepts and aesthetics of the two sides are inherently compatible.
The PS5 promotional video is based on Jackham's experimental film "Computations" (2019), and when the two are viewed together, his creative philosophy may seem clearer.
But I think it is of little significance to use this comparison as a comparative case between commercial works and pure works of art, because the former itself is a high-concept advertising film with heavy connotation and light function. Often conceptual design emphasizes allowing the author to release the imagination and even explore the expressive boundaries of the form, and the effect feels as avant-garde, the better.
Therefore, there is no need for this promotional film to add or change too much information in order to make it easy for the audience to understand, and its actual presentation content does not change much from the original work.
First look at the PS5 global promotional video, and then look at "Computing", I think it can make people understand more why the former has an inexplicable "sense of premium".
Video screenshots
Click on the link to see the video - PlayStation 5 PS5 Sony Official Promotional Video _Bilibili _bilibili (PS5 Official World Premiere Promotional Video)
【02】
The PS5 promotional video is shown above, the content is divided into two separate sections, concept performance and product display, here we only observe the interpretation of "concept".
At the beginning of the film, we see the particles changing, followed by a black, white and blue color scheme, a symmetrical shape in the center, Playstation's exclusive button symbol △□○×, and the lighting and shadow effects of the next-generation console, which are almost the most recognizable visual features of the PS5.
In fact, the promotional video is to change part of the shape of the original picture to the shape related to the new host symbol, and the rest is almost unchanged, because the visual tone and silhouette design of the next-generation console and "Computing" are strikingly similar, and even the color scheme is exactly the same. I think this is one of the reasons why Sony chose Maxim, "Calculate" is like it was born for the debut of the PS5.
Product features in the official PS5 trailer
【03】
Video screenshots
Click on the link to see the video - Computations - Art film by Maxim Zhestkov_Bilibili_bilibili
("Calculation" - Maxim's work)
The original "Calculation" is shown above, with a longer duration and more diverse spatial and particle shape changes.
I think that the first impression this work brings to the audience is quite intuitive: inside the confined space, particles move by simulating the laws of nature, presenting a sense of rhythm full of vitality.
The form of this expression, I think it is an experimental film, especially in the experimental film with computer technology as the theme material, it is a clear narrative, because the computer itself is the main force of the current scientific and technological development, the technical level is full of experimentation, and then the "digital language" this forward-looking logic, implanted into the expression of art, and finally presents the so-called "avant-garde" effect, it is easy for the audience to see the clouds.
Maxim's film, the theme distribution and content interpretation are relatively clear.
First, the text serves as the chapter title; Then, the particles spontaneously make corresponding actions around the meaning of the title, supplemented by light and shadow transformations, showing a breath-like rhythm; Finally, the scene and screen angle are switched, and the multi-dimensional presentation of the particle dance of each chapter creates a vibrant overall impression.
Illustration of the titles Chinese of the chapters of "Computing"
My preliminary understanding is that Maxim uses computer-designed particle graphics to simulate the laws of motion of natural scenes, and finally stylically represents the "natural world" of the digital world; And to understand more about the meaning of "Computing", Maxim's learning and creative experience is all related to this.
【04】
Maxim studied architecture in his early years and had a certain understanding of space.
But he said that in the process of learning physical architecture, he hit many boundaries, until he encountered CG animation and computer graphics, and suddenly turned to digital technology to establish images outside the boundaries, turning boundless imagination into virtual reality in front of him.
So we can experience an indescribable sense of order in "Computing", where dynamic particles and static space get along and harmonize, and together constitute a virtual architecture in the overall sense.
At the same time, the film shows the spatial form of Maxim's imagination, which is a visual image outside the physical horizon, which gathers the motivation and purpose of many of his works, and he hopes to use vision as the basis of cognition to explore the "unknown" and "invisible".
Space is a very large and abstract object of expression, but the more critical object of expression in Maxim's work, particles, is quite detailed.
In nature, we know that the basic units that make up life and matter are mostly in the form of "particles", so Maxim uses digital technology to recreate particles, enlarges the originally invisible objects to the visible range, and then gives artistic modifications such as light, color, and shape, and dances with the particles following the laws.
Then, the narrative logic of the work comes from the laws of reality, while the sensory presentation borrows virtual technology, and "Computing" is an artistic presentation that combines reality and virtuality to complete the "exploration of the unknown" as he puts it.
This unknown also includes the distance between the digital and the real: when people have already understood the visible and perceptible physical world and started a new exploration based on digital technology in the virtual space, can they find the so-called "truth"?
【05】
The thirst for truth is also reflected in Maxim's creative approach.
He sees creation as an experience of observing life with a computer, in which the process is divided into three steps: building the universe, using laws, and observing life.
First, he built a monochromatic space, such as a room similar to an exhibition hall on the screen; Then the symbol of life, that is, "particles", is introduced, and the overall image of "space" and "life" is used as the carrier of the concept of the universe.
He then wrote the laws of physics into a program that allowed particles to react and do the basic actions of nature, such as rising, floating, and so on.
Finally, the state of movement of the particles is actually unpredictable, and after Maxim codifies the laws for the virtual world, he withdraws from the operation and sits with the audience to enjoy the dance of life of the particles.
After having an understanding of the full picture of "Computing" and the author's experience, you can probably better understand Sony's choice. The meaning of "Computing" is to explore the digital of life, and I think Sony Pictures has retained it so much, and it also reflects their expectations for PS5 -
Next-generation consoles are not just game consoles, but also a gateway into the virtual world; The video game of the new era is not only entertainment, but also an imaginary exploration, which then inspires players to associate with the distance between numbers and reality.
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bibliography
"The stunning opening short video of the PS5 launch event was "leaked" a year ago", Bai Guang, source: gamecores
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