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06 March 2012

Animating Amsterdam DNA

This post is about seeing the un-see-able, which technology is so good at helping us do.

There's an exhibition called Amsterdam DNA at the Amsterdam Museum, a 3D travel guide which takes you on a 45-minute historical tour of Amsterdam.
"Carefully selected highlights, including new exhibits and loan items, tell the interesting story of this multifaceted city in seven chapters. In each chapter, one exhibit forms the basis for the story of that period. These stories are told through exciting animations which are projected onto big glass screens in the middle of the gallery. Every visitor is given a travel guide which can activate the animations of each period in one of the ten languages offered, from Italian to Russian and Japanese..." (link)


And of course, there's an app for that! " ... Specially to mark the launch of Amsterdam DNA, four walks through the city have been created for the mobile phone. This MuseumApp guides you through Amsterdam, past places linked to enterprise, free thinking, creativity or citizenship."  (link)

Here's the video trailer:


Amsterdam DNA - Trailer from PlusOne on Vimeo.

"The Amsterdam Museum has opened an entire new department: Amsterdam DNA. This exhibition will take you on a three-dimensional 45-minute journey through our capital’s history. The versatile story of the city is presented in seven intriguing films, which we created. The trailer we made for this project you can watch over here.

In close cooperation with the curators, we (PlusOne Studio) developed seven scripts of about two minutes each, which shed light on the most important elements from more than 1000 years of Amsterdam history. Typical core values of Amsterdam were used as the theme for the films: entrepreneurship, freethinking, creativity and citizenship.

Visual material was collected based on the scripts. International collections were used in addition to the collection of the Amsterdam Museum, which has resulted in a selection of international renown. When visual material was not available or suitable, we had to develop the content ourselves.

The challenge was to bring the masterpieces to life without affecting their identity, or rather, their soul. We chose to add an extra dimension by making the images three-dimensional. Another dimension, sound, was added to make the whole even more appealing. Lifelike sounds and soundtracks that fit the spirit of the age add luster to the scenes." 


Here's a bit of  one of the sections,  "Revolt Against King and Church":


Amsterdam DNA | Revolt from PlusOne on Vimeo.


Read a synopsis of the origin and process of this project on the Motionographer web page:
"Specifically we were asked to create seven films, in 10 languages, accompanied with a start screen for each film that loops until a visitor activates the content with a QR code. This code is printed on a booklet the visitors receive at the entrance. Next to this they asked us to develop a video wall of approximately seven by three meters...:"


Earlier this morning, I watched a video about the process of creating an animation, which I thought might be interesting for ISOCS students.  Watch this little video below, and then read the description on the Motionographer web page of how PlusOne Studio created the Amsterdam project.  You'll recognize all the parts described below: initial presentation, plan, storyboard, script, music, dialogue, and of course, production and feedback.



The Story of Animation from Tumblehead on Vimeo.
"An informative film about using animation for business and corporate purposes, and in a simple way explains how YOU can use animation as a visual storyteller in your company."


In case this inspires you to start experimenting with storyboarding, click here, for a website tool that might help you.