Director of photography , Daniel Meyer and Christian Van Hanja
Theme park miniaturised while Hot Wheels magnifies
When Instagram release a tilt-shift filter at SXSW you know the style is peaking in the public space. Disneyland have released another tilt-shift spot, a whirl through the theme park in miniature form. Disneyparks’ Social Media Manager Jennifer Fickley-Baker says, “it took more than seven months and 4,000 photographs to produce this 2:38-minute clip.” While the U.S agency DGWB created this spot for Children’s Hospital of Orange County. Has this miniaturizing of reality, turning the world into a playspace had its moment? Or are we just beginning to explore what we can do with this visual language? In South America, Ogilvy and Mather in Colombia took a completely different approach for toy manufacturers Mattel, refitting a motorway with its own Hot Wheels billboard loop. Has the miniaturizing trend looped-the-loop or has it crashed and burned?