Interactive design group Poke and communications agency Fullsix have collaborated to create a multimedia campaign and interactive video installation for Orange, as part of the mobile phone operator’s drive to increase the take- up of picture messaging.
Poke creative director Nik Roope, who was creative lead on the project, says the aim was to ‘generate a sense of involvement’ with Orange customers.
‘Incentivising people to send multimedia messages is quite difficult,’ says Roope. ‘We tried to [achieve it] by inviting them to do something mildly creative that also prompts them to think more broadly about how [picture messaging] could be used.’
The multimedia campaign, incorporating website, mobile picture messages, flyers, postcards and invitations, encouraged Orange customers to submit images of nine facial expressions – happy, surprised, angry, smug, bored, sad, scared, guilty and confused.
Orange Expressionist, the installation, is a compilation of the collated images. Visitors to the exhibition sit in a chair facing a 5m by 1.5m screen. A camera tracks their facial expressions and reflects back a collage of the images.
Orange Expressionist runs from 27 January to 5 February at the Vinyl Factory, 45 Foubert’s Place, off Marshall Street, London W1.