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L’Arte di Sacla exhibition, with commissioned FL@33 video installation Sacla Cut 'n' Paste Remix, Le Temple, Paris, France, 9–12 June 2005
L'ARTE DI SACLA | MOTION GRAPHICS / SOUND
We were commissioned by Sacla in early spring 2005 to create motion graphics for the L'Arte di Sacla travelling exhibition. The exhibition was launched in June 2005 in Paris and toured France and Germany until the end of 2006.
___ Six selected photographers, illustrators, painters, sculptors and graphic designers – including FL@33 – were commissioned to present their interpretation of the brand, their products and their ingredients. The brief was particularly free to allow as much artistic freedom as possible.
___ Shown here are the animation, video stills, pictures from the exhibition in Paris and a few spreads from the exhibition catalogue.
CUTTING AND PASTING
FL@33's animation – created over three years before Sacla's cut-up commercial was broadcast I might add – was based on FL@33's discovery that all 30 or so individual Sacla products we were given to taste and play with, made a different sound when opening the covers of the glass jars for the first time.
___ We recorded the different 'plops' and 'plips' separately and they created our new musical scale to compose with. Literally a Cut 'n' Paste' Remix of Sacla's ingredients...
___ Initially the piece was more abstract without showing the ingredients being cut – just the glasses and swirls. The vegetables and herbs were added at a later stage upon request and the video was exhibited in the version you see here.
___ The final DVD contained a 3-minutes-loop designed to maintain enough variety to surprise the viewers who inevitably started watching the piece at random points throughout its duration. The video was presented in a dark gallery space.
SOUND | PLEASE NOTE
The animation was created for the exhibition environment so please be patient watching it here online – the slightly more melodic / rhythmic bits start after 01:25 (then again at 01:38 and 02:01).
The cut-up technique can of course be traced back to at least the Dadaists of the 1920s and before but the beatniks of the 50s and 60s made it truly popular. See Wiki link here.
___ The connection between the cut-up technique and Sacla was – in our opinion – made first for the L'Arte di Sacla exhibition in June 2005, followed by us posting the piece at flat33.com and YouTube.
CLICK FOR MORE INFO | EXHIBITION PHOTO CREDITS
We were unfortunately unable to attend the exhibition's opening ourselves but we posted a few exhibition pictures at flat33.com with kind permission of Elaine Harris of ZotoProd who took the majority of the selected pictures but also a few photographs by French ad agency Resonnances – including the beautiful shot showing the FL@33 animation with curtain.