A vision for 'incidental media' that's pervasive, yet polite

With priorities and principles anchored in good design, BERG and Dentsu London, teamed up to create films depicting how future media surfaces could work.

A consequence of the digital transformation of society is the permeation of diverse and pervasive next-gen user interfaces and information displays into nearly every aspect of our lives.

Recognizing the challenges this could pose for commercial communicators vying for attention, a design consultancy and ad agency,  BERG and Dentsu London, teamed up to create films depicting how future media surfaces could work.

The collaboration is based on a set of commendable priorities: "To make creative work that is contributory and sensible to its culture and environment; to be exploratory and sensitive with regard to materials and media; to wonder what magical visions (as opposed to the familiar dystopias) of the future of media might look like."

In his blog, Russell Davies, Head of Planning at Ogilvy praises the cabal:

It's a great expression of a thought that was floating around at 2screen [link]- designing for inattention, for second screens you're not really watching. (You should watch all those talks). A great expression and an important one - because if we apply media's usual instincts to all the screens that are going to arrive in our world we'll be drowned by the shouting. We have to learn to be polite.

Enjoy the video - even if inattentively on your second screen:

Media surfaces: Incidental Media from Dentsu London on Vimeo.

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