björk
notget
Directors // Warren Du Preez & Nick Thornton Jones
Björk’s virtual reality experience ‘Notget’ was awarded first place in the Digital Grand Prix at Cannes Lions 2017.
Directed by Warren Du Preez and Nick Thornton Jones, with creative direction from Björk herself and James Merry, the ethereal video depicts a digital avatar of Björk who gives a magical performance adorned in a second skin, in a dark world the viewer becomes immersed in.
The video is also the most recent addition to the touring exhibition Björk Digital, where Björk has been showing ground-breaking VR and 360 experiences of songs from her current album ‘Vulnicura.’
Direction // Warren Du Preez & Nick Thornton Jones
Creative direction & Masks // Björk & James Merry
VR creative and production // ANALOG
Performance capture // Andy Serkis
VR consultancy & executive producer // Andrew Melchior
VR Creative // Arvid Niklasson & Matt Chandler
Mastered for VR // Mandy Parnell @ Black Saloon Studios
Make up // Andrew Gallimore @ CLM
Hair // Martin Cullen @ Streeters
Track composed by Björk and Arca
Lyrics by Björk
String & vocal arrangement by Björk
Produced by Björk and Arca
Programmed by Arca and Björk
Mixed by The Haxan Cloak
Special Thanks to: Andy Serkis and Jonathan Cavendish, Derek Birkett, W&N studio
Cannes Lions 2017 - Grand Prix winner for Digital Craft
London visual effects company Analog and W&N Studio, home of the project's directors Warren Du Preez and Nick Thorton Jones, created the Bjork "Notget VR" experience (see non-VR rendering above) promoting a track of the same name off her "Vulnicura" album, which has already previously spawned other virtual reality efforts including one for "Stonemilker." The Grand Prix-winner depicts Bjork's digital avatar, adorned in a second skin of dancing lights and skipping about in an ethereal world -- the depth of which, Digital Craft Jury President Henry Cowling said, needs to be experienced in virtual reality.
— Cannes Lions review from Ad Age
WHY THEY WON
Film Craft Jury President Robert Galluzzo, founder and executive director at Finch, Australia, explained that his category is "a tricky one because it's not about the broad strokes. It's about the minutiae. With an enormous amount of film content being made, there's never been a more important time to understand the value of film craft. It's not about big budgets. It's really about artistry."
Digital Craft Jury President Cowling, creative director at Unit9, said that Bjork's "Notget" VR experience earned praise from the jury for its ground-breaking execution across multiple aspects of the category. "It really represents everything we want to say about craft, not just about virtual reality. It combines all the facets of digital craft we'd been admiring across all the other projects we looked at, at the highest possible level. At the same time, what gave it the edge was the fact that's it's breaking new ground. Taking risks is integral to craft generally, and in particular to digital, and that's what this case did so compellingly. It's breaking new ground in new media, storytelling and experience design and it's doing it in a way that's absolutely virtuous."
