GH avisualagency Directs Huge Hi-Def Display Content for Nokia Towers at Heathrow's New Terminal 5
BROOKLYN, N.Y., /PRNewswire/ -- Finnish mobile manufacturer Nokia has taken over seven 48-square-meter digital advertising sites at London Heathrow's newly constructed Terminal 5 and has commissioned GH avisualagency to direct six short films that will play across the impressive displays for up to five years. In addition to GH avisualagency, Nokia has commissioned similar films from Tom Hingston Studios out of London and Universal Everything out of Sheffield. The 4.3bn-GBP, 20,000-square-meter terminal will increase the size of Heathrow's retail portfolio by 50% and features approximately 420 advertising sites in the building. The enormous, high-resolution LED cubes, dubbed the Nokia Towers, run all along the terminal to promote general brand awareness in a unique manner, in what was the only such exclusive advertisement sale made by British Airways.
Simon Ainslie, managing director of Nokia UK, says: "The sheer size and positioning and content will not only provide us with the perfect platform to communicate with Terminal 5's passengers, but also entertain and enhance their stay." Nokia says the towers are purposed to both "reflect everyday life" and the company's "Connecting People" catchphrase, and it is anticipated that 35 million passengers will view the towers annually.
GH avisualagency has enjoyed an ongoing professional relationship with Nokia for two years, having worked together on the company's flagship retail in-store AV content, as well as participating in larger-scale, international brand advisory sessions. For the T5 project, GHava kept in line with British Airway's focus on art at T5 by approaching the shorts more so as art films than commercials. Building upon GHava's previous strategy of creating audio-visual environmental therapy for Nokia's
international retail locations, the shorts were conceived with great attention paid to both coexisting with and transforming the T5 environment in a way that simple moving billboards could never do.
The six pieces, each no longer than 3 minutes, greatly range in content yet all trace back to the central themes of simplicity, sharing, and human connection. Simple Machines offers a stylized exploration of some of life's gadgets while Paperplanes explores a light metaphor for wireless communications as told through a multitude of paper planes. Shadow Puppets is a good-hearted narrative of one girl's fantastic journeys as told via hand-crafted puppets, and I Love You is a fun and imaginative visit to the never-ending ways in which people express these three words. Lastly, Supercute, a study in the pure joy elicited by baby animals, and Nokia in Wonderland, a breathtaking panorama of lush, slightly surreal textures,
were translated from their retail applications for the T5 towers.
"Beyond the specific themes, we sought to both describe emotional connection with one's cell phone abstractly, while also emitting a warm, organic feeling into T5's ultra-modern environment," states GHava Co-Founder Derek Lerner. The six shorts are viewable online at http://www.ghava.com/Projects/NokiaFlagshipsDirection.
GH avisualagency is a Brooklyn-based artist collective working in design, direction and strategy. Founded in Atlanta, GA in 1994, the group of five works within the overlap of art and commerce to explore the collaborative process and its effects on both fine art and commercial projects. Each member pursues his own, individual artistic goals and then brings that experience to bear on the collaborative projects within the framework of the group.
Simon Ainslie, managing director of Nokia UK, says: "The sheer size and positioning and content will not only provide us with the perfect platform to communicate with Terminal 5's passengers, but also entertain and enhance their stay." Nokia says the towers are purposed to both "reflect everyday life" and the company's "Connecting People" catchphrase, and it is anticipated that 35 million passengers will view the towers annually.
GH avisualagency has enjoyed an ongoing professional relationship with Nokia for two years, having worked together on the company's flagship retail in-store AV content, as well as participating in larger-scale, international brand advisory sessions. For the T5 project, GHava kept in line with British Airway's focus on art at T5 by approaching the shorts more so as art films than commercials. Building upon GHava's previous strategy of creating audio-visual environmental therapy for Nokia's
international retail locations, the shorts were conceived with great attention paid to both coexisting with and transforming the T5 environment in a way that simple moving billboards could never do.
The six pieces, each no longer than 3 minutes, greatly range in content yet all trace back to the central themes of simplicity, sharing, and human connection. Simple Machines offers a stylized exploration of some of life's gadgets while Paperplanes explores a light metaphor for wireless communications as told through a multitude of paper planes. Shadow Puppets is a good-hearted narrative of one girl's fantastic journeys as told via hand-crafted puppets, and I Love You is a fun and imaginative visit to the never-ending ways in which people express these three words. Lastly, Supercute, a study in the pure joy elicited by baby animals, and Nokia in Wonderland, a breathtaking panorama of lush, slightly surreal textures,
were translated from their retail applications for the T5 towers.
"Beyond the specific themes, we sought to both describe emotional connection with one's cell phone abstractly, while also emitting a warm, organic feeling into T5's ultra-modern environment," states GHava Co-Founder Derek Lerner. The six shorts are viewable online at http://www.ghava.com/Projects/NokiaFlagshipsDirection.
GH avisualagency is a Brooklyn-based artist collective working in design, direction and strategy. Founded in Atlanta, GA in 1994, the group of five works within the overlap of art and commerce to explore the collaborative process and its effects on both fine art and commercial projects. Each member pursues his own, individual artistic goals and then brings that experience to bear on the collaborative projects within the framework of the group.
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