V&A: Recode Decode

Saint@RKCR/Y&R was appointed by the Victoria & Albert museum to assist in the creation of a marketing campaign for its exhibition ‘Decode: Digital Design Sensations’ which opened on the 8th December 2009. Co-curated by onedotzero, Decode was the V&A’s first exhibition dedicated to the latest developments in digital and interactive design. The V&A’s brief was to make Decode famous, enhancing their reputation as the leading museum of design & decorative arts. Our core insight in winning this piece of business was that the nature of digital art has turned traditional thinking about art on its head. It’s no longer just something that the public passively consume – the viewer of contemporary art can now directly affect both their own and others experiences of a piece through interactions with the installation itself, its digital nature makes the artwork organic and changeable. We wanted to bring this to life, and commissioned a digital artist – Karsten Schmidt – to create a unique piece of work just for the exhibition website, we then invited visitors to the site to play around with the work and create their own versions – to in effect, Recode Decode. The artwork was built using the Processing programming language, and the source code for the piece was made fully available for anyone to download via the Google Code open-source platform. All recoded versions are showcased in a virtual gallery online and exceptional entries were used as part of our marketing on digital underground screens. Saint created a micro site for the Decode exhibition which included a gallery to host all ‘Recodes’ and reached out to design and coding communities to invite them to participate.

Awards
 
D&AD Integrated Nomination 2010
D&AD Art Direction In-Book 2010 
Cannes Cyber Lion Bronze 2010
BIMA Awards (Grand Prix & “Special Gold” for Strategy + 6 Golds) 2010
Design Week - Digital Design Gold 2011
NMA Website of the Week December 2009 
NMA Effectiveness Awards Gold 2010
Epica (Silver) 2010
London International Awards (Bronze) 2010
The Blades (Winner) 2010
Marketing Week Engage Awards (winner) 2010
Reputation Online Effectiveness (winner) 2010
Webbys (Highly Commended) 2011
Creative Director
David Gamble
 
Digital Artist
Karsten Schmidt
 
Creatives
Rajeev Basu
Peter Brown
Rodrigo Lebrun

Project Director
Chris Jefford

Planning Director
Mark Sng
 
Art Director
David Gamble

Designers
Sharon Chong
Dave Price
Shaban Siddiq
 
Programmer
John Cleveley
 
Flash Scripters
Ali Kember
Nick Watton
 
Project Manager
Ellen Chng
 
 
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