proposal idea proposal - doing digital - photosynth - RS
photosynth is powerful imaging application developed by microsoft. by aggregating a pool of hundreds of
di erent pictures - from multiple users (e.g. ﬂickr) or an individual user - it is able to stitch those images
together creating a 3-dimensional, navigable model of the object or place those images represent. it’s a
phenomenally impressive, immersive and revealing way in which to interact with images.
to enable people to visit W+K London in a completely new way.
by taking thousands of images inside as well as outside the o ce, we could create our own synth using the
microsoft freeware. on stitching these together, visitors would be able to navigate freely about the building.
it would be a completely unparalleled view of the inside of an ad agency. a demonstration of our grasp of
innovative technology to potential clients; a sneak peak to prospective employees; and a bit of fun for the
rest of us in the pictures
one potentially interesting time to do this would be for Easter. rather than simply creating a straightforward
synth, we could “embed’ clues - visual puns, puzzles, or cyptic clues, or actual Easter Eggs - within the
images for visitors to ﬁnd. there would be a prize for those who ﬁnd them all.
a second potential application could be for the new building across the road. with a su cient pool of
images, a synth can be easily produced for people to explore. this could include information about when
the school is opening (say on a whiteboard on the wall), people/tutors who will be working there (them
dotted around the building), and other little touches to get our tone of voice across (scraps of paper,
jottings on a notebook, a text message on a phone).
ﬁnally, any W+K social event would make good synths. W+K soirées, agency meetings, summer parties
could be recorded in this way. the natural ﬂow of people makes for interesting synths.
how to make it happen
needs next to no investment from a ﬁnancial point of view; and a little in terms of time.
Virtual Easter Egg Hunt @ W+K London - April 9th 2009
Wieden + Kennedy London have produced a synth of their o ce using Microsoft’s Photosynth
technology - but with a seasonal twist.
Photosynth is a powerful imaging application developed by Microsoft. By aggregating a pool
of hundreds of di erent pictures - from multiple users (e.g. ﬂickr) or an individual user - it is
able to stitch those images together creating a 3-dimensional, navigable model of the object
or place those images represent. It’s a phenomenally impressive, immersive and revealing way
in which to interact with images.
About W+K’s Seasonal Synth
The W+K synth has been composed over a number of days and contains over 900 images.
Hidden among these pictures are a number of numbered Easter Eggs (as well as decoys),
which when combined in the correct sequence - with the help of additional Golden Egg clues -
reveal a unique telephone number. The ﬁrst to call and follow the instructions, wins.
Grand Prize - Customized Nike Dunks ID
Second Prize - Giant Easter Egg
Third Prize - Pack of Mini-eggs
Happy Easter and Happy Hunting!
the winners 1 Jacqueline Hall
2. Francis Lam
3. Tom Velvick
4. Mark Pytlik
5. David Barkley
6. Andrew Walenga
7. Nate De Young
8. Jonnie James
9. Rafael Andrade & Co.
10. Tommy Harden
5,951 clicks through bit.ly/easteregghunt and still counting.
725 plays of the synth (users who installed software).
10winners who will be receiving prizes and certiﬁcates.
“That some achieve great success, is proof to all that others can achieve it as well”
FOR THE SUCCESSFUL COMPLETION OF
THE GREAT W&K VIRTUAL EASTER EGG HUNT 2009