Philips recently launched Aurea; a new advanced TV that uses light to enhance the action on screen. They say that the result is a more immersive and emotional television viewing experience - I've never had the chance to see one of these flashy tellies in action though. Philips and Tribal DDB set out to create a site that demonstrated the 'Aurea effect' for people like me - and they wanted to make sure it worked as well as the TV, so they pulled out all the stops and created an original film by Won Kar-Wai, used sexy photography by Vincent Peters, and an original score by key members of the London Symphony Orchestra. Inside you can watch a three minute video on the making of all this pretty.
Philips recently launched Aurea; a new advanced TV that uses light to enhance the action on screen. They say that the result is a more immersive and emotional television viewing experience - I´ve never had the chance to see one of these flashy tellies in action though. Philips and Tribal DDB set out to create a site that demonstrated the 'Aurea effect' for people like me - and they wanted to make sure it worked as well as the TV, so they pulled out all the stops and created an original film by Won Kar-Wai, used sexy photography by Vincent Peters, and an original score by key members of the London Symphony Orchestra. Inside you can watch a three minute video on the making of all this pretty.

Using the Aurea as inspiration, Mark Slater composed the music for the site. "It was fascinating to work on this and Philips has really broken new ground with this concept," said Mark Slater. "The approach was almost as you would imagine a film. We wanted to try and create a journey through the website. As people move through it the music changes in real time to reflect the mood of each section of the site, creating a non-linear symphony."

Agency: Tribal DDB Executive Creative Director: Stephen Nesle Associate Creative Director: Juliane Hadem Copywriter: Steffany Bane Producer: Peter Hayden, Anna Stolyarova Account Director: Mike Parsons Information Architecture: Jan Willem Penterman Director of Technology: Smith Throngrod Strategy: Jeroen Matser Developer: Jacek Kaczocha Film Concept: DDB Amsterdam Film Director: Wong Kar-Wai Photography: Vincent Peters Digital Production: Unit 9 Music: Mark Slater and members of the London Symphony Orchestra Corporate Name of Client: ?Nourdin Rejeb ?Global Web Marketing Manager Philips Consumer Electronics
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Comments (4)

  • smizzly_bob's picture
    smizzly_bob

    They seem to be going a little overboard with this TV.  That guy was having an orgasm talking about a television like he couldn't get laid if his life depended on it (no disrespect to the announcer guy but it's just a TV, it's not some diety deserving of worship; it's not as revolutionary as fire or the wheel like he's making it out to be).  My prediction is that in a year or two something even more "revolutionary" will come out and everybody will forget about the Aurea.

    Feb 02, 2008
  • adlib's picture
    adlib

    Bad dab! YOU DID NOT INCLUDE A LINK TO THE WEBSITE! Fail!

    Feb 02, 2008
  • Dabitch's picture
    Dabitch

    http://www.seductionbylight.com/ You know what, neither did their release. Funny.

    I'd like to see it in action now actually, since I'm one of those "TV is the only source of light in my room" people. Might look cool. One would have to pick films depending on the light one wants. "Not the matrix again, I'm sick of green light" Ha!

    Feb 02, 2008
  • Neaner's picture
    Neaner

    That score is pretty fantastic.

    Feb 02, 2008

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.