AXA Insurance now offering fire, flood and Godzilla coverage.

To promote their new claims app, AXA Insurance and agency Duval Guillaume ran print ads with a space for your iPhone. The camera then scans a code which plays a clip, which then shows how the event(s) depicted actually unfolded. It’s the perfect extension of a print ad, but is it too frivolous for an insurance app? Maybe. Previously I’d hated the way Nationwide seemed to downplay the serious nature of accidents, and that may be happening here. I could definitely see this though working for other categories and brands, from consumer packaged goods to entertainment because it’s nice way to extend a story. 

(Via.)

Computer generated, sorta.

Weird Fishes: Arpeggi from flight404 on Vimeo.

Computer generated animation doesn’t seem right in describing this work for some reason. Ben over on Thought Gadgets found a clip in the Radiohead video contest. It’s done by Rodger Hodgin, (co-founder of the Barbarian Group). He uses the application called Processing, which allows you to program images, animation, and interactions. (Basically, it takes beats and rhythms from music and outputs them as visuals imagery. You have to watch the hi-res version off his blog.) But it’s not just push a button and it’s done either. If you’ve ever done any kind of animation, you know the amount of work involved in synching audio, let alone entering each note by hand as he’s done here. He made the comment that the piece could be for any song really because it’s just mapped notes, so it wouldn’t matter what band you use. I can see where that might be true, but after watching it, seems like it fits the vibe of the song pretty nicely.

Tags: Radiohead

Choose your adventure.

Jeep has a new spot out with a website to Choose your own adventure. I like the :30 spot where the woman is able to grab things in her view and reposition them. Figured the site would let you do that too, but nope. The guy on the site is pretty funny with his fake echo–and that’s about it. I made it through one cabin scenario and bailed. This site is billed as fully interactive, but it was a series of scenes you choose the ending too after adding your name up front. (A name by the way which didn’t get used until three scenes in.) I’d much rather be able to move elements around just like the :30 spot showed. This alternate ending stuff is old skool DVD menu. When I see ‘full interactive,’ I want to be able to click and move shit around right from the start.

Tags: Jeep

Guided By Cool.

Video for the song Back To The Lake by Guided By Voices. Cool as shit by MK12.

Tags: Guided By Voices, MK12