Zeitguised Stuttgart, Germany Amino Assets

The Pitch The biggest of ideas is that of the idea itself. In cultural evolution, ideas spread like viruses, communication copies ideas from one individual to another, from one machine to another, and is organizing itself in beautiful unstable patterns and systems in all kinds of media. Yet, in all of this copying and re-copying of information, how do new ideas come about? Ideas come in bunches, in clusters, and seem to be happy to be connected and reconnected with both the familiar and the odd. Because, after all, they are somehow the same, so they can all match, they are compatible. How do ideas then become regrouped, remixed to form something new, something that has not been there before? The structure of communicating and processing ideas not only allows for regrouping, but has a built-in contingency, a constant production of misunderstanding. This accounts for communication between people as well as within one individual itself. At the same time, ideas are under some pressure to be innovative, to be significantly different from existing ideas. In the end, some people are better copiers, better remixers, "misunderstanders" as others, like artists, designers, consultants, agency creatives and the like. And some media is a better catalyst for this process than others. Gettyimages as an internet based imagepool is probably the biggest idea catalyst in the manmade world. It is used every hour, every second of the day by countless designers and other creatives around the world, and the very search for images in the vast databases of gettyimages not only finds pictures- it indeed produces ideas by showing surprising content and unexpected connections to areas beyond the searched field. The proposed clip "Amino Assets" by Zeitguised for Gettyimages illustrates this phenomenon. A crossover between "exquisite corpse" and the computer algorithm "life", search results retrieved from the image database are mapped onto blocks, which are regrouping due to some internal misunderstanding of their meaning. For this purpose, a random phonetic alphabet works as an "algorithm" to generate ideas as three-dimensional clusters of misunderstood meanings and terms. For example; A=armchair, B=birthday cake, C=coat of arms, D=digit, E=echo, F=foxtrot, etc. These clusters proliferate, recombine, regroup, die, break, revitalize as one big orgy of living organisms. After all, it's just an idea. Directed and Produced by Zeitguised Sound design by Michael Fakesch