The work of New York- and Tokyo-based creative lab PARTY is driven by deep concepts and a mix of strong creativity, cutting-edge technology and a touch of scientific madness. These five young Japanese creatives can produce literally anything, from book design, fashion concepts, communications campaigns, digital interaction… Their work format represents the newest and the most interesting mind-set that I can even think of. Their creative power shows where we visual companies are heading in the 21st century, as exemplified by their recent project “Music Saves Tomorrow (Sperm Dance).”
We emailed PARTY to ask about this project, and they shared the following:
When we were asked to create a visual for the Space Shower TV “MUSIC SAVES TOMORROW” campaign, we thought about somehow using “children” who are the seeds of tomorrow.
But just purely filming children has no surprise. So we came up with the idea of creating an animation out of our own sperm, which is a child in its preliminary phase. The sperms become pixels and dance to the music. We actually filmed the sperms of the 3 directors using an electron microscope, and extracted its shapes and motion data to create the animation.
On this website [sperm.jp], users can choose their favorite track from VIMEO and have the sperms dance to it. Depending on whose sperm it is, the dance routine will change.
Everyone loves music from the moment they are born. Perhaps even before that, while we are still inside the womb, or when we are still one of the 300 million sperms. Music is a rhythm of life. We hope the children (sperms) who listens to the wonderful music will be able to create a wonderful tomorrow.
When we were asked to create a visual for the Space Shower TV “MUSIC SAVES TOMORROW” campaign, we thought about somehow using “children” who are the seeds of tomorrow.
But just purely filming children has no surprise. So we came up with the idea of creating an animation out of our own sperm, which is a child in its preliminary phase. The sperms become pixels and dance to the music. We actually filmed the sperms of the 3 directors using an electron microscope, and extracted its shapes and motion data to create the animation.
On this website [sperm.jp], users can choose their favorite track from VIMEO and have the sperms dance to it. Depending on whose sperm it is, the dance routine will change.
Everyone loves music from the moment they are born. Perhaps even before that, while we are still inside the womb, or when we are still one of the 300 million sperms. Music is a rhythm of life. We hope the children (sperms) who listens to the wonderful music will be able to create a wonderful tomorrow.
Via sperm.jp
Via Vimeo
The making of the “sperm dance”
