Art direction for a film for Dropbox by Albert Moya.
At a time when most creative partnerships happen online, Dropbox and The California Sunday Magazine have launched the Dropbox Stories campaign. Twenty-five creatives from all over the world (musicians, designers, photographers, directors, and others) have worked together to create three artworks that explore the limits of creativity and delve into the three most important elements in all creative processes: collaboration, community and communication.
The piece directed by Albert Moya is entitled Communication. Querida was responsible for the art direction.
Artist Laila Gohar created a food volcano that caught Albert Moya’s attention a few years ago. This was the real starting point for Communication, a piece that explains how four creatives with diverse aesthetics, located in different countries tried to build an actual food volcano in Iceland using Dropbox and Paper as their tools for communication, exchanging ideas and swapping all kinds of files. Communication stars the director in Florence, Querida in Barcelona and Laila Gohar and Omar Sosa (a graphic designer) in New York.
Communication (30 seconds version).
Communication (15 seconds version).
The result is a ‘moving collage’ of found footage, screen captures and smartphone images. This volcano was born out of a visual dialogue between the four artists. As in the iconic work of Chris Marker, it uses the free association of images and ideas. A voice-over accompanies explanatory text that reinforces the poetic and visual intentions. This warm voice has a synthetic touch, like the volcano in construction, made of organic material, yet artificial.
The film is like a palimpsest created using different layers of meaning and references in which the final layered image is also a geographical feature. A visual eruption built using a variety of semantic visual fields in which the image erupts like a fault in the earth’s crust, unifying time and space.
Most of the clips we used were by the director but we also used others by photographers Rita-Puig Serra o Dani Pujalte.
Art Direction: QueridaDirector: Albert MoyaProduction : Story