CORPORATE UNCONSCIOUS AND THE VIDEOWALK FORMAT
1.1 Background and Context
1.2 Research Question
1.3 Objectives and Scope
1.4 Structure of the Thesis
2. Corporate Unconscious 2.1 Credits
2.2 Description
2.3 Video Documentation
2.4 Synopsis
2.5 Full Text
3. Theoretical framework 3.1 Videowalk: Exploring the Format
3.1.1. Walking as a type of art.3.1.2 Audiowalks
3.1.3 The emergence of Videowalk
3.1.4 Choosing the format3.2 Site-Specific Art and Spatial Narratives
3.3 Engaging Audiences in a Constructed Reality
3.3.1 Illusion and Engagement: The Rubber Hand Effect in Theater
3.3.2 We should invent reality before filming it
3.3.3 Simul Entertainment GmbH3.4 Meta-Score
4. Creative process 4.1 Concept Development
4.1.1 Synchronicity and simultaneity.
4.1.2 Corporate Language as a Narrative Tool4.2 Space research
4.3 Development of visual, auditory and performative identity
4.3.1 Corporate Identity
4.3.2 Art Direction and Stage Design
4.3.3 Performativity
4.3.4 Costumes
4.3.5 Music composition
4.3.6 Cinematography4.4 Dramaturgy and Script Development
4.4.1 Narrative Layers
4.4.2 Storytelling
4.4.3 Dramaturgical arc
4.4.4 Space Score and Timing4.5 Videowalk Production phases
4.5.1 Creation of Fake Historical Footage
4.5.2 Videowalk Filming
4.5.3 3D Modeling and Scanning of the Space
4.5.4 VFX Development and 3D Animated Scenes
4.5.5 Documentary Development4.6 Performance and Participation4.6.1 Installations & self-reflective moments
4.6.2 Leveled performances
4.6.3 Fake participants and recursive participation
4.6.4 Easter eggs4.7 Multimedia Techniques
4.7.1 LiDAR Scanning and As-build modeling
4.7.2 On-site shading and texturing
4.7.3 Character and animations
4.7.4 Camera tracking and VFX compositing
4.7.5 Virtual production and "inverse virtual production"
4.7.6 Video Game development
4.7.7 Spatial audio
4.7.8 AI text models
4.7.9 iOS playback app
5. Conclusion
6. Acknowledgments
7. References
The journey to establishing the corporate identity of Simul Entertainment GmbH was a blend of design, storytelling, and branding. Our initial step was to draw the logo, which acted as the basis of Simul's visual identity. This design process was influenced by the sculptural work Dreiklang by Jan Meyer-Rogge, located outside the HfMT. After numerous iterations, the inverted "S" became a symbol, paving the way to conceptualize Simul as an entity seamlessly integrated into the spatial narrative of the piece.
Beyond the logo, we ventured into constructing the comprehensive corporate facade of Simul. This involved not just visual design but also the creation of an entire corporate ecosystem - how the employees dressed, their daily activities, the aesthetics of their experimental endeavors, and the overall vibe of the company. We aimed to encapsulate an atmosphere reminiscent of early Silicon Valley, drawing heavily on 90s commercial aesthetics, mysterious scientific undertones, and the corporate video culture of the time.
In addition to developing the visual components, we launched the Simul website, hosted at simulentertainment.de during the project. Emulating the simplicity of one of the internet's oldest functional sites, Vortex Technology, the website was mainly done for fun, but helped to imagine what Simul would have done at it’s time.
The entire process of corporate identity development for Simul was not just about building a believable company profile but also about making our own study focus, from where the whole narrative of the piece would be later constructed.