This article outlines the Internet of Things and discusses advances in Physical Computing. Author: Mark Butt    

The Internet will turn 44 this year, with the anniversary of the first email message from UCLA to Stanford. The Internet’s first evolutionary leap came in the form of the World Wide Web with the first commercial browser in 1994. This year, advances in physical computing give an indication of how the Internet is about to radically change our lives, again.

Physical computing means bringing interactive connectivity and logic systems to the common objects around you. Imagine the convergence of robotics, engineering, the web, and common household appliances. Physical computing involves tactile interactions, home automations, and interactive installations.

The Internet of Things (IoT) is here.

The Internet of Things is a term that arose from a presentation by Kevin Ashton in 1999. He was discussing how radio frequency identification (RFID) chips, which have processors for decision-making and communication transmitters, can be embedded into almost anything. Any object in your environment now has the ability to interact with each other and transmit data. Combined with near infinite information processing capacity provided by a wireless Internet signal, every object can have access to all the information we can imagine.

Near infinite information processing may sound like hyperbole, but it is made possible by the distributed computing capacity made possible by web servers. There have been thousands of projects like SETI@home, where individuals connected to the Internet allowed access to their personal computer’s processor. This creates a massively parallel meta-processor to crunch seemingly impossible math problems. In the case of SETI, over 200,000 processors worked simultaneously to scan radio signals from space, searching for signals from extra-terrestrial life.

In recent years, there have been several prototypes of self-driving cars that use road sensors with satellite data to avoid crashes and maintain free traffic flow. M2M (machine to machine communication) will form the backbone of the Internet of Things. For example, your car will radio your kitchen to alert you what to buy on the way home and your lights and heat settings will spring to life as you pull into the driveway. Don’t worry about forgetting your keys because the front door identifies you by the pattern of blood vessels under your face from 6 feet away.

According to Cisco Systems, there will be 25 billion devices connected to the Internet by 2015 and desktop computers will be the minority. If we include near field communication (like Bluetooth and contactless payment systems) and private networks, there will be over a trillion connected devices within two years.

Kansas City, USA, home to outlaws and desperadoes of the Wild West just over 100 years ago, is now on the frontier of the Smart Planet movement. At the end of last year Google went live with experimental free Wi-Fi in Kansas City that runs up to a blinding speed of 1 Gbps. That’s about 1000 times faster than the average smartphone download rates. The test has been so successful that they are rolling-out free Wi-Fi to New York City later this year.

The high speed and low cost of Wi-Fi means more devices will be able to come online sooner this year. One technology that relies on this level of connectivity is the 0.18-micron CMOS image sensors from Medigus. Essentially, this is a disposable miniature camera that you can swallow as a pill and they will wire an individual internal map to your doctor. This is happening right now around the world. Don’t be freaked out, embrace it

Spring Rocket is a Melbourne based Interactive Design & Creative Technology Agency, specialising in interdisciplinary engineering & physical computing.

One of our approaches to rapid prototyping is using a 3D printer that can make a working model of just about anything that can be designed. 3D printers have recently made headlines by producing such imaginative devices as a replacement hand and a biodegradable bicycle. Now anyone can access our fabrication workshop to create small-scale digital displays, web-enabled electronic devices, or cutting edge new forms of media and tech.

The Internet of Things Initiative has collected the latest knowledge and research on the coming revolution in physical computing. In June this year, Helsinki will host Internet of Things week, showcasing advances in physical computing and interconnected devices. We can expect to see designs for a smart-city, with sensors that adjust bus and train schedules immediately based on traffic and usage, business applications for intelligent supply chains, and consumer-friendly devices that learn and adapt to user behaviour. You can expect to see the Internet of Things enter mainstream consciousness this year, and we may begin to wonder how we ever lived without it. “The Internet of Things has the potential to change the world, just as the Internet did. Maybe even more so.” Kevin Ashton. 

This article outlines the rise of DIY electronics & manufacturing and highlights appropriate prototyping platforms. Author: Mark Butt. 

The Do-it-Yourself (DIY) ethos is nothing new. From ambitious homeowners that build and remodel their properties to punk rock musicians making low to mid-fi opuses on four-track recorders, to today’s gadgeteers determined to build tomorrow’s innovative tech products. While the DIY ethos isn’t necessarily new, it is making a massive comeback with regard to manufacturing and electronics.

The rise of DIY electronics projects is based around the idea that the average Joe can build an innovative tech product with nothing but some cheap microcontrollers, a few dollars worth of components and a brilliant idea. The DIY electronics movement is underpinned by the inventors’ spirit of trial and error and most importantly, satisfaction and enjoyment.

Arduino – DIY Electronic Prototyping

On the surface, Arduino is just a little circuit board with some programming capabilities. Beneath the surface it is a powerful electronics prototyping platform that developers are using to change the face of hardware engineering.

Actually, the working definition straight from the Arduino horse’s mouth goes something like, “an open-source electronics prototyping platform based on flexible, easy-to-use hardware and software.” In real-world terms, this essentially means that the Arduino microcrontroller (read: circuit board) is capable of controlling any hardware-powered DIY project you or your creative department can dream up. We’ve used Arduino in many commercial installations, and have never had an Arduino board fail on us during a live activation. That’s much more than I can say for my $4,500 Macbook Pro.

Raspberry Pi – A Programming Learning Tool Gone Wild

Along the lines of the Arduino platform is Raspberry Pi. Like the Arduino platform, Raspberry Pi is completely open source and dirt-cheap. The platform was originally developed by the UK organization, the Raspberry Pi Foundation. The original goal of the platform was to provide a cheap, easy-to-use and accessible programming platform for students all over the world. The initial concept was to give young programmers a little nudge in the right direction.

What makes it unique is the size & components. The other main difference is that Arduino, for all intensive purposes, is a blank slate. Raspberry Pi is functionally, a Linux-powered computer.

It comes stocked with a 700 MHz processor, 256 MBs of RAM, and sells for $25. To put this into perspective, in 2001 Apple put out the Cube, which came with a 450 MHz processor, 64 MBs of RAM and sold for roughly $1800.

Long story short, young programming enthusiasts have access to powerful programming tools for less than an expensive set of Legos.

Open Source & DIY: A Perfect Marriage of Technology and Innovation

Emile Petrone of GigaOM poses the question: Will this new DIY tech revolution produce the next Apple? The short and easy answer is, most likely.

Learning has taken a backseat to innovation as young developers learn to build complex solutions with very simple tools.In recent months, Raspberry Pi has received some attention, as developers have been able to get the Android operating system up and running on the platform. In the late 70s, Steve Jobs & Co released the first computing kit, which is essentially what the Arduino and Raspberry Pi boards are offering. Ironically, this new marriage of hardware and innovation is powered by open source technology.

Conclusion

Hardware is doing for this new generation what the Internet did for programmers and tech enthusiasts in the 1990s and 2000s. As the DIY movement continues to explode, more companies are and will continue to make hardware and programming tools more accessible and affordable than ever.

While some analysts are haphazardly pronouncing the death of hardware, programmers & creative technologists are clearly demonstrating otherwise. On one hand, these same analysts do have a point. Hardware prices are dropping, and it’s near impossible to turn a profit these days. On the other hand, that’s not really the point. The point is that lowered hardware prices are fuelling innovation, and that’s what matters.

This article provides an overview of recently funded AVR & Arduino related Kickstarter projects. Author: Mark Butt 

Why look to Kickstarter for the hot new microcontroller projects? It’s no secret that the Arduino microcontroller is tied inextricably with a certain D.I.Y. spirit. It’s only appropriate that related start-ups, makers & hackers would bring that same attitude to their fundraising efforts. Why deal with loans or investors when you can get your development funds straight from your potential customers?

As such, crowdsourcing websites like Kickstarter have become a hotbed for new developments from the Arduino & AVR community. Ranging from quirky side-projects from your friendly neighbourhood hacker, to revolutionary new systems that might just completely change the world of microcontrollers, Kickstarter seems to have it all. Let’s take a look at a handful of recently successful projects.

TinyDuino

Yes, it’s exactly what it sounds like but it’s also much more. Here’s a breakthrough that further proves the adage, “Necessity is the mother of all invention.” It wouldn’t be fair to call the Arduino Uno bulky or expensive, but for complex jobs the size and cost can add up quickly. This stackable, modular alternative brings all the punch of the Uno with a profile the size of a 20 cent coin. If that’s still too big, take a look at the TinyLily. It’s got all the power of a LilyPad Arduino and half the mass. The best part of all is that unlike other mini-alternatives, the TinyDuno doesn’t sacrifice any support for expansion. It’s a big leap for anyone thinking small.

smARtDUINO

From an Italian former Arduino manufacturer, the smARtDUINO is, in some ways, the most exciting development on this list. Simply put, the smARtDUNIO divorces itself from a single proprietary processor, architecture or language in exchange for a nearly universal platform that allows you to easily connect components from different manufacturers and technologies. Working as a bridge between different platforms, this elegant problem-solver is able to resolve all the cross-platform nightmares that inevitably hamper complex jobs.

ArduSat

Yes, in some ways, the smARtDUINO is the most exciting development on this list. However, there’s one big way the ArduSat has it beat. It’s going into space. ArduSat which is short for Arduino-Satellite, (and happens to be just that), will allow you to rent space and bring your Arduino-based applications and experiments into the upper atmosphere. In addition to providing you with access to built-in cameras, the opportunity for experimentation is limited only by your imagination. One of their suggestions, for example, is a game of “Geiger Counter Bingo” using input from cosmic radiation. For more information on ArduSat, you can check out the project page here:, Here’s some photos of a recent Hackduino meetup, where Jonathan Oxer presented on the design of the board, project objectives and milestones thus far.

As if game-changing new boards and Arduino’s in space aren’t exciting enough, this is just a sample of the many microcontroller projects popping up on Kickstarter. It’s an amazing period for Arduino and other microcontroller platforms with breakthroughs happening every day. With crowdsourced funding you can take an active role in the microcontroller revolution and get involved in new projects on the ground floor. Some of the most interesting results come from the combination of this rapid technological advancement with old-fashioned entrepreneurial spirit. Because of this, sites like Kickstarter have turned into a spawning ground for some of the greatest innovations yet and these three examples might just be the tip of the iceberg. Got any other thoughts or info you would like to share, contact us here.

Spring Rocket Logo Reveal / Animation from Spring Rocket on Vimeo.

Over the past few years 3D projection mapping has emerged as a premier canvass for artists & technologists to showcase dramatic, interactive art installations all over the globe. 3D projection mapping projects have been using building exteriors as the ultimate canvass for displaying this work.

For the uninitiated, 3D projection mapping involves mapping a 3D graphic display (in this case a 3D Animation) over a 2D plane (in this case the side of a building). 3D mapping animation projects are made to look like the action is unfolding on the side of a building.

Recent installations have included dramatic live action video of the side of a building crumbling, vehicles crashing through the side of a building and brick buildings made to look like the inside of someone’s apartment. In short, 3D mapping has proven to be the perfect bridge between art and technology.

Some Examples: 

White Kanga: The Gold Standard in 3D Projection Mapping: 

 A popular artist’s collective based out of Poland, specialises in large-scale interactive multimedia installations. One recent installation featured robotic servos that dynamically interacted with the surface of a projected surface. Essentially, the robotic images were able to shape-shift in real time, while floating white boxes in the video transform into metallic images creating a dynamic augmented reality experience for the viewer. Check out a recent project:

Playstation:

The gaming console giant recently unveiled a series of 3D-mapped ads for their upcoming “ImmersiveMovieExperience.”  All videos were designed by The Found Collective, a collective of artists, designers and creative visionaries based out of London.This series of impressive 3D mapped videos were all shot with real-time tracking, no special effects and within a single take. You can view more by watching the below demonstration:

Hot Wheels Projection Mapping (Sydney)

In 2011 Hot Wheels lit up Circular Quay, showcasing groundbreaking 3D projection technology at Customs House in Sydney. The notorious Hot Wheels™ Skull Racers shattered the facade of Customs House as they competed in the ultimate speed racing battle. The projection featured footage of the world’s fastest vehicles in a stunt ridden challenge, travelling through the Customs House facade and into a fantasy world. Hot Wheels fans, young and old, were kept on the edge of their seats as the racers smashed their way through one of Sydney’s most historic buildings. View a demonstration below:

 BMW: 

In 2010, the German automobile maker famously displayed 3D-mapped videos on buildings all over the world and broadcasted their campaigns on the web for millions to see. The most notable of the campaigns was broadcast in Singapore on two adjoining buildings at an intersection. The breathtaking scene was an animation made to match the brick on each building. The video then displayed hands removing brick from each building, and spelling out “Joy is BMW” in white brick lettering. You can see a demo below:

3D Projection Mapping For The Advertising Industry:  

3D mapping has evolved into much more than a vehicle for independent artists. The advertising world has discovered the promotional benefits of 3D mapping. Basically, this new technology, while not cheap or easy to produce, has proven to be way more effective than traditional billboard campaigns, and is expected to completely transform how companies engage in outdoor advertising campaigns.

Conclusion: 

While these 3D Projection Mapping projects were all done on a large scale, it’s becoming likely that this interactive, multimedia experience will reach the home entertainment industry. Artists and digital designers will create sophisticated multimedia experiences that people can experience in the comfort of their own home. Additionally, advertisers and marketers may use this design medium to reach consumers in new and meaningful ways that were previously inaccessible, and unimaginable. Art, technology, entertainment and commerce will intersect seamlessly through this new multimedia medium. Come and talk to us about 3D Projection Mapping. Use the animation content across web, mobile,  out-of-home & social!

The world of technology and art used to be mutually exclusive fields. This was due to the technical resources and massive capital investment needed to develop new hardware and software products. Arduino is one of the first companies & products to address this problem by developing open-source microcontrolers and the cross platform Arduino programming environment .

Other microcontroler platforms also offer similar functionality such as:

 Netmedia‘sBX-24,ParallaxBasicStamp,Phidgets,TexasInstruments‘ LaunchPad, andMIT‘sHandyboard. These project kits make hardware programming so easy and inexpensive that anyone can experiment with these micro-controllers and sensors. The two big advantages of Arduino come from its cross platform and open-source nature of the project.

From Arduino:

Arduino is an open-source electronics prototyping platform based on flexible, easy-to-use hardware and software. It’s intended for artists, designers, hobbyists, and anyone interested in creating interactive objects or environments.

Arduino can sense the environment by receiving input from a variety of sensors and can affect its surroundings by controlling lights, motors, and other actuators. The microcontroller on the board is programmed using the Arduino programming language (based on Wiring) and the Arduino development environment (based on Processing). Arduino projects can be stand-alone or they can communicate with software running on a computer (e.g. Flash, Processing, MaxMSP).

The boards can be built by hand or purchased preassembled; the software can be downloaded for free. The hardware reference designs (CAD files) are available under an open-source license, you are free to adapt them to your needs.

Arduino received an Honorary Mention in the Digital Communities section of the 2006 Ars Electronica Prix. The Arduino team is: Massimo Banzi, David Cuartielles, Tom Igoe, Gianluca Martino, and David Mellis. Credits

 Software

Since the software is cross platform and open-source, not only can it be used on any Windows, Mac, or Linux operating system, it can also be shared with anyone in the world. This allows other to dissect and learn from code that has already been created. Also, anyone can build upon the programs written by others, provided they share their code with the community as well. For example, GitHub user jPiroshky (JohnPierceParker) shared some code he found posted on Clarence‘sblog and now you can use it for your own project. This concept of learning from and sharing code written by others is not new to the world of computer software. However it is something very recent to hardware design.

Open-Source Hardware

If not the first, Arduino is certainly the most popular open-source hardware development platform. In the same spirit as open-source software, Arduino is working to make hardware development free. That’s free as in freedom, allowing the greatest number of people to have the opportunity to participate. In the case of open-source software, that participation comes in the form of writing code and using programs. Open-source hardware allows users to put blinking LEDs on anything they wish (pillow,gangboxclock, and a 21st century telegraph). Art is found in all the flashing LEDs of open-source hardware. Open-source ideals allow for the exploration of new ideas which, in some cases, lead to innovative products.

Here’s an interesting open source electronics project:

Light Painting

In this project The Mechatronics Guy explains and demonstrates how to paint with light. This Persistence of Vision (POV) light painter can be used to write messages in the air which are visible using extended exposure photography. Also, it’s kind of a two for one project which can be modified to map WiFi signals.

Image

First, you create an image on your computer. The image is converted to reduce the number of colours because the light bar can only display a few RGB colours. However, dithering is added to simulate a larger colour pallet. The image can then be converted into a light bar output file.

Light Bar

The image is then transmitted to the light bar and drawn out with colorful LEDs. The program calculates the time it will take for the entire image to be shown on the light bar and creates an output file. This allows you to gauge the camera exposure time and your walking speed for the image.

Photograph

The computer sends the output file to the light bar after a preset delay which allows you to enter the frame of the image before the light bar begins. The camera captures the changing LEDs and an image is drawn in lights over your photo. When this is done right, it looks as though the message is floating in the air.

WiFi Mapping

The POV light painter was inspired by a previous project that mapped WiFi signals in Oslo. The light bars used in each project were quite different. However, the colorful light bar used in this project can be used in the WiFi project with some code modification. In addition to using colorful LEDs, the light painting project uses a 2 meter LED strip while the WiFi project used a 4 meter LED strip. So, the output will also require some scaling.

 Another Project: Interactive Arduino Powered Music Poster.

Michael Robinson works in an office with music playing in the open, and sometimes people didn’t agree with the currently-playing music track. To enable some democracy and office mayhem with regards to the choice of music, he created the “Change the tuner” poster. Simply this is a poster which has a piezo knock sensor behind it – and once an object hits the poster, the sensor sends a signal to an Arduino board which changes the track of the music player via USB. For example:

Although not fully documented, the project can be easily replicated. A piezo can be measured with an Arduino analogue input, and then send commands as a keyboard via USB as described in this article. Apart from using one of our range of Arduino-compatible boards, you can bring this project to life with our SOUND: sound and buzzer module which is perfect for knock detection:

Change the tune from Michael Robinson on Vimeo.

For more information and inspiration, visit Michael’s site here. 

While there’s nothing new about augmented reality as a technology, it is definitely becoming a highly sought after request when it comes to content & application design. AR is making waves in the mobile development community as more and more programmers utilise AR as the interactive weapon of choice. For the uninitiated, augmented reality (AR) is technology that blurs the line between computing environments and the real world. Not to be confused with virtual reality where a user is fully immersed into a virtual world, AR is primarily creating an environment that emulates the real world. Imagine walking down the street with a pair of AR glasses on, and while you’re looking at landmarks in your town, links to a restaurant review on Yelp pop up, or there are suddenly characters that appear and begin interacting with you or your phone. This is essentially what AR is all about – augmenting the real world with virtual applications to enhance the real world & the user-experience.

It’s not surprising that augmented reality is being so heavily utilised in IOS  & mobile development. Mobile is clearly the hardware preference of choice when it comes to campaign planning and design for marketers and technologists. I-phone developers have hit the ground running in the IOS dev game. Why? Because Apple’s IOS-based gadgets are getting smarter by the day, transforming what was once a sluggish enterprise – augmented reality apps for IOS  – into lightning fast, “smart” application environments.

IOS Programmers are wasting no time at all jumping on the AR bandwagon. It shouldn’t surprise that the bulk of IOS-powered AR apps are of course games. As the IOS app world becomes more interactive, AR integration into iPhone gaming environments makes complete sense, but it doesn’t stop there. Business and e-Commerce app developers are making use of the AR phenomenon. Realty companies and user-generated review app developers are using AR to create a more active and engaged environment. The bottom line is that AR is opening an exciting, unchartered app market for IOS designers & developers.

Getting to the Bottom of the New Age of IOS Augmented Reality Programming.
The big question is, what exactly sparked this transformation? Well, technically speaking vibrational gyroscopes. Since Apple started putting them in the iPhone 4, a whole new world has opened up to IOS app developers everywhere. For the uninitiated, the vibrational gyroscope tells your iPhone which way is up, down, left and right. The gyroscope phenomenon coupled with a built-in GPS and a compass, and you have all the right ingredients to make powerful augmented reality apps for many creative industries and applications.

 Five Cool Augmented Reality Apps That You May Not Know About:

 1. Wikitude – The big idea behind Wikitude is fairly simple. It uses your phones gyroscope, compass and GPS to point you to relevant Wikipedia entries for nearby landmarks and locations. It makes sense why the developer refers to the app as the “world browser.” You simply open the app, hold your phone up in the air, and watch as nearby Wikipedia entries populate your screen. Naturally, the app works best in big cities with lots of famous points of interest. But you just may surprise yourself with what you don’t know about your hometown.

2.Spyglass – Spyglass is an augmented reality app built specifically for geeks. It’s essentially  a                                      compass, GPS and rangefinder all rolled up into one. The app gives you more detailed compass                    readings than anyone would ever need. You can check the exact location of the sun and moon, and      you can also  check the incline on a steep hike.

3. ZipReality – ZipRealty is quickly becoming the premieir augmented reality IOS  app for real estate. According to BusinessInsider.com, ZipReality has over a million listed homes for sale in upwards of 25 different major markets. Through the app’s homescan feature, you can get info on homes for sale in real time as you’re strolling through your favourite neighbourhood.

4. MetroAR – MetroAR is a Godsend for hipsters who rely heavily on public transportation in major cities all over the world. The app’s purpose is simple but incredibly useful. It helps you find all the nearest public transportation stops in your city.

5. Yelp –You’ve probably heard of Yelp. But it’s likely you aren’t using the app’s augmented reality features. All you have to do is open the app, tap on the “monacle” feature, and nearby restaurants and businesses will appear on virtual floating business listings with ratings and their approximate location.

What This Means for IOS Development:

As with anything to do with new technology or mobile, it comes down to proper planning/design & technical validation pre-production. But the big idea is that IOS technology is changing. iPhones are becoming smarter, and apps are expected to keep up. Since augmented reality is all the rage, it’s no secret that the iPhone app store will continue filling up quickly with apps boasting top of the line AR features throughout. One thing’s for sure, mobile developers will need to develop these capabilities in-order to stay competitive. We love AR for mobile, out of home & In-store.

@ Spring Rocket, our foundation & DNA is built around the experience, be it mobile,  web, in-store or out of home. We are built on the idea that engaging experiences create word-of-mouth, cement loyal brand ambassadors and help champion a company’s brand and products. We strive to deliver experiences and outcomes comparable to Walt Disney’s Imagineers.

Here’s a guide to interaction / experience design that I have researched and written.  This is aimed to be a tool/framework for creative, technical thinking, and for traditional advertising agencies who are still rolling out edm’s & micro-site campaigns on a daily basis. We would love to chat about create engaging content and experiences. Enjoy, Mark Butt.

Walt Disney Imagineering (also known as WDI or simply Imagineering) is the design and development arm of the Walt Disney Company, responsible for the creation and construction of Disney theme parks worldwide. Founded by Walt Disney in 1952 to oversee the production of Disneyland Park, it was originally known as WED Enterprises, from the initials Walter Elias Disney.^[1]

The term Imagineering, a portmanteau, was popularized in the 1940s by Alcoa to describe its blending of imagination and engineering, and adopted by Walt Disney a decade later to describe the skill set embodied by the employees of WDI, known as Imagineers.

Imagineering is responsible for designing and building Disney theme parks, resorts, cruise ships, and other entertainment venues at all levels of project development. Imagineers possess a broad range of skills and talents, and thus over 140 different job titles fall under the banner of Imagineering, including illustrators, architects, engineers, lighting designers, show writers, graphic designers, and many more.^[1]

I think its safe to stay that Disney has a pretty good gig going on. Interactive, multimedia, rides, real talking robots, and the deepest pockets a mouse has ever seen. There is no doubt about it, Disney productions have captured billions & billions of views over the past half a century. Any advertising agency would be fantastically successful with a fraction of their views. You don’t have to build your own theme park to apply some of these hard-earned lessons in interaction / experience design. The following principles are derived from Walt Disney Imagineering: A Behind the Dreams Look at Making MORE Magic Real, written by The Imagineers.

1. Storytelling is everything!

Colour, check. Motion in frame, check. Balanced forms, check. But in the end, even the abstract section of Fantasia told little stories. Compare this Do’s & Don’t list of Disney storytelling against your own agencies recent ads. Does your work fit in the Disney mould, and if not, why not?

•  DO choose length wisely (and inform your graphic recorder *wink*).
• DO be careful about claiming someone else’s story as your own.
• DO use inclusive language (be careful of acronyms).
• DO use plain-speak.
• DO practice (If you say you will make 3 points, you want to remember to state all 3).
• DON’T begin with “I want to tell you a story.”
• DON’T characterize the story as “This is a really funny story.” The audience can decide.
• DON’T muddle the point by fussing with statistics. It just matters that action happened.

2. Eyewash

The official definition of “eyewash” is “Graphics and set work that add atmosphere to an area but do not draw too much attention; for instance, the labelling on crates in Tom Sawyer Island.” It’s close to the visual equivalent of “back story” in acting. The performance is enhanced by thousands of little details the audience may never be aware of.  Take the time to make your work believable, even if it means you have to believe in it yourself.

3. Recycle your brain

You work all night, make your pitch, and the client hates it. Is all that time wasted? It doesn’t have to be. Nature reuses everything, and Disney isn’t far behind. Take a look through this video of movements recycled on different character frames. Sure it saves money, but the underlying message is: Trust yourself. Your creative engine produces quality if you can just process it through the right design.

4. Synesthesia

The idea behind interactive design is that passive visuals activate one region of the brain, while moving sights and sounds fire off neurons all across the mindscape. There are three more senses to go, and Disney works them all. You don’t need restaurants and guys in Goofy suits, you need to bring as much sensory data to the limitations of your media. Try to get across how a smell looks or a sound feels. A design studio in Brazil found a way to create a touchable logo for the Paralympic Games. In this case, it is perfect way to communicate accessibility.

5. Recursive ornamentation

This builds on the first two principles. Excessive ornamentation is gaudy. Recursive means going back into the design and telling more stories by elaborating on finer details. Disney films are not for kids. That’s where the imitation animation studios got it wrong. Disney is known for its attention to details & diversity, for different age groups, for higher levels of understanding, alternate for alternate focus. Apprentice imagineers are commonly instructed to widen their knowledge base so they can bring it all into play.

No matter what Disney says, it’s not magic. These are carefully honed strategies & tactics designed to achieve specific effects and outcomes. That doesn’t make the productions any less magical, but it never hurts to remind yourself that in the end it’s all a show and that entertainment itself is the ultimate measure of a campaign’s success.