Many Were Called, Few Were Chosen: Proximity Canada’s interactive experience for the Applied Arts Interactive Awards issue
When Ari Elkouby, associate creative director at Proximity Canada, was appointed to the jury of the 2010 Applied Arts Interactive Awards, he saw an opportunity to turn a conventional award show tradition into an inspirational interactive experience. Instead of the usual headshot that accompanies the judges’ bios, Elkouby opted to use image recognition technology to link to a website that showed just how hard it is to get into an awards issue of Applied Arts.
That website is FewWereChosen.ca, and when you hold up page 70 of your new March/April issue of Applied Arts to your computer’s webcam while you follow the site’s directions, you’ll get to see Elkouby’s vision. Elkouby and his team at Proximity worked closely with 3D artist Andrei Serghiuta, as well as Chance Harrington and Michael Svendsen of Commix, to develop this project. Serghiuta was particularly interested in working on the project due to its connection to the growing trend of AR and QR codes. “Augmented Reality is now gaining more and more attention, and it’s certainly exciting to participate in this process through such creative use of the medium,” said Serghiuta.
For his part, Elkouby said that he hopes that the uniqueness of this project leads to online buzz by members of the industry: “Hopefully it’ll turn into lots of people banging down our door wanting to work here, and banging down the Indigos of the world picking up the annuals.” If you haven’t yet done so, grab your March/April issue of Applied Arts, visit FewWereChosen.ca and experience how difficult it is to work your way into an awards issue of our magazine. For a sneak peek at the experience, check out the fantastic promo video produced by Proximity, embedded below: