onedotzero 2009 Brand Identity

onedotzero is a contemporary, digital arts organisation with a remit to promote innovation across all forms of moving image. Their international festival has been the largest dedicated digital film festival in the world for the last ten years and kicks off its global tour on 9th September in London. We have been appointed to create the brand identity for this year's festival. This year's festival theme of 'convergence and collaboration' inspired us to take advantage of onedotzero's vast fan base and constant, online conversations to create this new identity. We have harnessed dialogue from twitter, facebook, etc, and have channelled the content via specially produced software devised by computational design wizard Karsten Schmidt through colourful 'ribbons' that move organically as if alive. These ribbons gravitate towards invisible paths that then spell out onedotzero's font and logo. It's tricky to explain - have a look at the teaser below!

onedotzero teaser from Sermad on Vimeo.

It's ever-changing and totally live - and by the time the festival launches, we will have created a fully interactive installation that anyone can play with.

For more infosee this piece in design week.

Nokia N97 Global TV advert

For the last 7 months we have been working on a Global TV advert for Nokia's new Nseries phone the N97. The shoot consisted of shutting down a main road in down town LA for two days, 300 extras, one very large light that simulated the sun, and two months worth of CGI. Here are some photos of the shoot. The Director Oscar Holmedal from Style War and all the CGI magic was courtesy of the Mill.

A massive custom made poster goes up in preparation for the advert.

One of the extras between takes.

The three amigos who together made the advert. On the left the Director Oscar Holmedal from Style War, Crille Forsberg the DOP and Franck from MPC who was behind the CGI magic you see through out the advert.

Setting up.

Shooting the hands for the advert.

Oscar infront of the light that simulates the sun in the film. You couldn't look at this thing as it would burn your eyes!!

The sun light was on a stunt crane which was then dropped really fast.


One of the many lights being positioned.

The shoot went on through the late hours of the night.
The advert consists of three takes seamlessly joined together to create the 30 second advert. Take a look at the finished article. The music is Quick Broken Harpe by Kelpe and the voice over was supplied by Alex James from Blur.

Wieden and Kennedy Products

David and I have been working on this for a little while now. To be exact we have been working on getting a range of products on to the shop shelves for Wieden and Kennedy since we've been here. It all started of with the Christmas Pudding Bin Bags which won a Silver D&AD in Graphics in 2006. It seemed a shame that such a fun and quirky idea wasn't available to buy, so David and I talked to Suck UK and Worldwide Co about producing the bin bags and a few other products.

The Pet Goldfish Bin Bags have been added to the range.

Pass the Salt was designed by Sarah Ginn and Mandy Smith. The little salt seller has a hidden function where the seller can be pulled back and released across the table. The products will be sold globally in places such as Paperchase, Urban Outfitters and Selfridges. See more here.

Selfridges on Yatzer

See more click here.

Selfridges Future A-Z 2109

In February we pitched and won a project to design the store windows for Selfridges’ 100th anniversary. The brief was “What will Selfridges be selling in 2109”. It was a great brief and a chance to do some non-advertising creative work and satisfying to know that we beat some top designers and artists to win the project. The outcome was the future A-Z of products that Selfridges may sell in another 100 years. Here are some shots of the installation.

The A-Z along Orchard Street

A is for Airbag Helmet. Instantly inflates on impact providing 360 protection for any cyclist. Do not wear in bed.

A passer by admiring the window.

Each letter represents a different product that you might find in-store in 2109, however, the letter X is missing. We have come up with a competition where we are asking you the public to complete our A-Z. Can you think of what the letter X could represent in the century? Here is the teaser film.

The winning IDEA X will be exhibited in the window, along with the other 25 letters from Saturday 8 August until the end of the month. Click here. Plus the windows have already to started to get some attention in Campaign. To see more click here.