Duncan Bone’s DISARM launches campaign for Barbican’s Dancing Around Duchamp

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What better way to kickstart your creative agency but with a stylish and ground-breaking campaign for one of the UK’s most prestigious arts organisations. That’s exactly what Chris Condron and Duncan Bone (who screened his gorgeously cinematic  Louboutin film Anima at Fashion Popcorn #6) have set out to do for their new company DISARM.

Earlier this month they helped launch the exciting new Dancing Around Duchamp season at the Barbican by creating a beautiful interactive video website featuring interviews and content related to Duchamp, Cage, Cunningham, Rauschenberg and Johns, but (and most exciting perhaps) pioneering the Barbican’s first ever unbranded posters AND their first ever TV ad:

Believing that no one could say it better than the artists (and quite right too!) the whole campaign was based on the Artists’ quotes and the fruits of DISARM’s creative labour also included the invitations, the Barbican season’s brochure and the exhibition guide.

Devouring DISARM’s interactive video got us thinking again about the accelerating trend we’ve spied for lo-fi aesthetic in fashion films (and beyond) that has recently shifted from hazy sun-flare super8 to VHS distortion and TV noise. No doubt a nostalgic response to our increasingly digitalised content consumption – first cinefilm was budged to the side, then videotape and analogue TV bit the mainstream dust….

Unlike other films we’ve seen exploiting the rawness of old video formats to fuzz unsightly edges and add an eerie mystery, DISARM ressurrects the lo-fi approach on the Dancing Around Duchamp campaign as an appropriate mechanism for seamlessly connecting the fractured archive footage. Not only does it work on a visually satisfying level (“skipping the content” is like flicking between channels back in the day), but the ghostly sole inhabitance of this virtual online TV, a bit of technology that was arguably one of the twentieth century’s biggest influences on art and culture, seems a fitting homage to promote a season celebrating the legacy of one of the twentieth century’s most important artists.

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