2015 retrospection

January 3, 2016

Predictions are a dangerous thing.

As the Danish Physicist Niels Bohr stated: “Prediction is very difficult, especially if it’s about the future.”

At this time last year, I indicated that marketing focus throughout 2015 should be on three key things:

• Video
• China
• UGC

My rationale was:

1. due to the immense volume of video online, exceptional creativity was required to achieve cut-though and leave the audience with something memorable
2. the scale and accelerating growth of China was creating a powerhouse of production and consumption of world-standard products and services
3. User Generated Content (UGC) and the in-house corporate curating of some of this vast amount of content was a massive growth industry (across all industries)

Throughout 2015, general global trends and our work in particular, reflected these predictions. In some cases all three converged! Video we produced in China was featured on corporate sites and spread throughout social media platforms.

However, the nature of the interconnected world and the exponentially increasing rapidity of change, ensured that we could not predict new softwares and systems.

Innovation

On the day on which Polymer 1.0 (the successor to HTML 5 and Flash software) was released, Digital Tsunami launched the world’s first complex Polymer 1.0 responsive site.

The site was developed for Cycling Australia as the booking and management interface, for the nationwide children’s bicycle training initiative ‘Let’s Ride’.

The site consisted of bold solid colour panels functioning as site navigation, and a complex Intranet for parents, instructors and administrators.

China

We produced an extensive range of work for a privately held, diversified corporation in China. The sectors included: building, construction and engineering (BCE); hospitality and real estate.

Using the Inspire 1 advanced remote controlled helicopter, fitted with a 4K camera, delivered astoundingly sharp images of the Hanas power generation facilities: CCHP (combined cooling, heating & power), LNG (liquified natural gas), hospitality, real estate and wind energy.

For the official global launch of Hanas LNG, (during GasTech Singapore), we travelled to five cities in China to produce 4K aerial video; HD time lapse sequences; infographics; and two and a half minutes of highly realistic 4K animation.

For Hanas New Energy, Digital Tsunami delivered corporate portrait photography, stationery and a responsive site. All materials were bilingual (in simplified Chinese characters/Mandarin and English).

In Yinchuan, Ningxia province (in far north central China, bordering Inner Mongolia), we produced content for three divisions: Hanas Power Generation: Wind (4K aerial video and time lapse); Master: responsive (bilingual site and stationery) and Master Property: (aerial video of the Kempinski Hotel Yinchuan and International Business Centre, a 23 story office building).

In July, Andrew W Morse was engaged as Creative Director for the promotion of the 168 luxury apartments of the Master Residences Yinchuan. Preparing the marketing materials and strategy, began with selecting creative contributors from animators, copywriters and graphic design house to photographers and premium product suppliers.

In just four months, the team produced:

• a bilingual, image based, vertical + horizontal scrolling, responsive site
• 4K aerial video
• 5’00” animation
• photography: architectural, interiors, product and people in the property
• premiums: a luxurious carry bag; pad, pen & folder;
• press: a double page advertisement in the provincial newspaper
• print: data sheets, brochures, a 48pp booklet, a 106 pp hardbound book, and a 248 pp hardbound book on the technical infrastructure and features of the property, entitled “A Design Perspective”.

Digital Tsunami also delivered responsive design for many clients, including: resource expert and investor Owen Hegarty; an Australian house sitter service; an installer of timber floors, Planks; a listed property fund, IOF 2015; a Sweden-based video content producer TravMatt; and a bold, full background image, parallax scrolling responsive site for the global interactive sports entertainment initiative, Armada Games.

At the end of the academic year, Andrew W Morse was invited to address the AIT graduating class. Speaking to the digital media graduates, families and faculty, the text prompted the joy of life-long learning, the magnifying effect of creative collaboration and the luck which seems to endow people who work hard.

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