We collaborated with design and invention company Berg, to invent a new light painting technique using iPads. 3D graphics of the words ‘Making’, ‘Future’ and ‘Magic’ were dissected, then played in sequence on an iPad. The iPad was then pulled through the air at night and shot on a long exposure. Thousands of resulting images were stitched together to make a stop-motion film which was published online.

We worked with design and invention company BERG to create a new light painting technique using iPads and stop motion photography. The resulting short film visually communicated our positioning of Making Future Magic and was published online.

The film was initially published on Vimeo and on our agency blog and twitter stream, as well as BERG’s. From there, it was picked up by various blogs and media outlets, including the influential technology blog Gizmodo which is where Stephen Fry saw it. Once he tweeted about the film, it went viral online and passed into offline media, even featuring on the BBC’s primetime Newsnight programme. With interest in the iPad at its height, search engine optimisation also influenced the reach of the film.

To date, the film has been viewed over 1.5 million times and has earned over 8 million online media impressions. The film (and, as a result, Dentsu London) received extensive media coverage both on and offline. Due to popular demand, we created Penki, an iPhone app that allows users to create their own light paintings. Penki has sold over 4,000 units.

In terms of raising the agency’s profile, the film was a success. It continues to produce coverage and interest in both the agency and Making Future Magic and established our reputation as an industry innovator.