Tota Hosagowa and Anthony Rogers, Tomato Interactive -
Sony Connected Identity
Tomato Interactive kicked off the evening with the Sony Connected Identity developed for Sony Japan. The identity is a kind of digital soup in constant flux. Graphic dots, lines and words fade and zoom across the screen, their behaviour affected by the inputs from users online or via sensors in specially built kiosks. As well as being an end to itself you may see selected parts of the identity you affected broadcasted on the net, on phones or as a 1.5 second end sequence for Sony TV commercials.
The project starts to explore what branding means when brands themselves are becoming closer to their users yet increasingly intangible. Sony for example see themselves as moving from selling boxes to selling content. A static logo just won't do to reflect the sensitivity and ideology of today's and tomorrow's conversational brands so what do you replace it with?
The truth is in this case that there's enough code between your inputs and the film you create to parse out any expression of individuality. Individuals are only able to become supporters of a good looking soup that represents the brand rather than true actors. Someone from the floor asked why, if Sony wanted to represent their users on screen, they hadn't used film from their handi-cams - it was a difficult one to answer.
On the futre of brands we like:
AIGA Brand Futures: Possible Scenarios White Paper
After Image - John Grant