Tric is the World’s First Professional Flash Trigger for iPhones

There may soon be a way to use flash units and studio strobes in iPhone photography. A new product called Tric wants to be the world’s first professional flash trigger for iPhone users, allowing them to bring serious photographic lighting to their mobile work.

The Tric system includes a physical unit that you connect a speedlight or strobe to via the hot shoe mount or PC terminal, respectively. It’s paired with a dedicated Tric camera app that tells the unit to trigger the flash every time you press the on screen shutter.

Tric says it has developed a patent-pending technology that helps to synchronize the iPhone camera and external light source perfectly for shots via Bluetooth. “It took quite some time to figure out how iPhone camera is capturing its images, and calculate the various transmission time spent in protocol layers,” the team writes.

There are some limitations, though. One is that the shutter speed is limited to 1/30s. “We knew this sucks, but it is the fastest we can achieve with current iPhones,” Tric writes. “Unless Apple decides to make changes to their image sensor sub-system, we are constrained by this.”

The system is also X-sync only, not TTL. “This means that output power needs to be controlled on the flash unit side, and we may need to try several shots to obtain the perfect exposure.”

Finally, Tric is only planned for the iPhone right now with no plans to bring the concept to Android phones.

“Yes, these limitations mean that Tric is not for everyone,” Tric writes. “But we are confident that those who are serious about using iPhone for photography, and enjoy their own lighting arrangement will love Tric.”

The team has turned to Kickstarter to try and raise $28,114 to launch the product. A pledge of $75 will get you a Tric unit if/when it starts shipping out in December 2015.

(via Kickstarter via DPReview)

via Tric is the World’s First Professional Flash Trigger for iPhones.

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Nike’s Stirring Women’s World Cup Ad Was Made by a 2-Person Agency You’ve Never Heard of

The U.S. women’s soccer team has a roster of stand-out stars, but their individual strengths work best when they play as a team. That’s the gist of a new, minute-long “American Woman” ad Nike launched as part of a bigger #NoMaybes campaign designed to elevate the team’s profile during the FIFA Women’s World Cup this week.

“We didn’t want to go into this trying to make a women’s spot—we wanted to make a soccer spot,” said Michael McGrath, partner at Thousands Creative, the Portland, Ore., agency that created the ad.

Thousands Creative’s own profile is getting a boost because of the work. The two-man shop was founded just a year ago by a pair of former Nike employees and currently has neither a website (just an empty Tumblr) nor publicly listed contact info.

But Thousands Creative has done work for Nike Golf and some sneakers, and later this summer it will launch the second version of Nike Golf’s “Don’t Sleep on Summer” campaign. (Wieden + Kennedy remains Nike’s lead creative agency.)

The “American Woman” spot opens with individual shots of players like Abby Wambach, Sydney Leroux and Alex Morgan mixed with images of younger girls struggling to practice.

When The Guess Who’s classic “American Woman” kicks in, the women start practicing together. As expected, playing together turns all of the players into a synchronized crew.

While the camaraderie message on its own is strong, it’s The Guess Who’s soundtrack that really pulls the spot together.

“Strong alone. Unstoppable together,” reads the tagline at the end.

The spot aims to give the U.S. women’s soccer team the same prominence that the men’s team enjoyed during last year’s World Cup, said Thousands Creative partner Shamus Eaton. “We wanted to make a soccer spot that was strong and powerful and put women on the same plane as a lot of the World Cup spots featuring their male counterparts.

“It’s born out of this insight that ‘maybe’ is a super-dangerous word—almost more dangerous than ‘no,'” he said. “If you go in 100 percent and don’t allow yourself the temptation of slacking off, that’s the only route to go. We feel like these athletes totally embody that.”

In addition to the film, Nike is pushing content tagged with the hashtag #NoMaybes on social media.

via Nike’s Stirring Women’s World Cup Ad Was Made by a 2-Person Agency You’ve Never Heard of | Adweek.

Thor and Avengers digital artists from Gateshead to publish book of art

Award winning North artists who worked on everything from Guardians of the Galaxy to Mortal Kombat have crowdfunded thousands of pounds for a celebration of their work.

Gateshead-based digital art and design studio Atomhawk has turned to Kickstarter in search of the money to produce a new book featuring some of the spectacular concept work its staff have done for major video games and films.

And after only a week the firm has seen more than £6,400 pledged of the £15,000 needed to turn the idea into reality.

“Rather than just a glossy coffee table book we want to include interviews with artists and tutorials, so it’s much more geared to not just those who love art but budding artists who want to learn how the professionals work,” one of the firm’s directors, Cumron Ashtiani, said.

“In the four year’s since we teamed up with 3D Total to create The Art of Atomhawk Design, Volume 1, our art team has really grown and developed and we’ve worked on some outstanding games and film titles.

“That first book was really based on the art of the company’s four founders plus one extra artist, but this one now has something from our 20 staff

“We now have a fresh and diverse body of work, which we know will make a great looking and inspiring book, with something in there for everyone.”

The Art of Atomhawk, Volume 2 will feature art from some of Atomhawk’s most high-profile video game and film titles – some of which is currently on display as part of Newcastle’s Centre for Life’s Game On exhibition – as well as personal contributions from its team of artists.

The book will also include images from Atomhawk’s own creation, The Realm, which was inspired by local North East landscapes and architecture, and saw the likes of Newcastle’s Tyne Bridge reclaimed by foliage in a post apocalyptic world.

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The Realm – Girl and the giant in front of the Tyne Bridge

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The Realm – Grey Monument

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The Realm – Brainchild of developer Cumron Ashtianti

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The Realm – Brainchild of developer Cumron Ashtianti

More here.

The tome will also include step-by-step digital art tutorials and professional art tips from the Atomhawk team, sharing the secrets behind some of the studio’s greatest work to date, and for backers who pledge enough to receive a “deluxe edition” will also come with exclusive online access to a selection of video art tutorials on a range of subjects. Each 30 minute tutorial will be delivered by an Atomhawk artist, sharing the techniques they use when creating the high quality art which will feature in the book.

“We’ve worked on Thor: The Dark World and Guardians of the Galaxy and we’ve recently been able to announce that we did work on Marvel’s Avengers: Age of Ultron too. We’ve also now done three different games for Warner Bros and have two more in production.

“And from The Realm we have work looking from the bottom of Dean Street looking towards the Tyne Bridge, of Grey’s Monument and the classic image that we used for the marketing was of the girl and the giant looking out over the Tyne Bridge, with the Sage in the background, as they hand over a flower.

“The Realm was interesting because we raised £100,000 on Kickstarter, but we needed £200,000 to make the game. That was in 2013 when Kickstarter was new in the UK and at the time we were the fourth biggest total of any project raising money in pounds. It did incredibly well but we didn’t realise that the pool of people wasn’t big enough to raise the full sum and with Kickstarter unless you get it all, you don’t get any of it.

“So with this book we’ve been fairly realistic in what we’re asking for. There’s no profit in it, and in truth it will probably cost us more than £15,000 to make.

“But we want to get the work out there as it’s hugely valuable, particularly for staff morale, to see our hard work immortalised in book form.

“Its six year’s work, and some amazing projects and I hope in the future people can look back and be able to know that this is what was happening at this time in the North East.”

Rewards for backers also, if you pledge £1,000, include a personalised portrait, or for £3,000 the chance to create a brief for an Atomhawk artist to paint a bespoke image for inclusion in the book.

For more information and to back the project visit www.kickstarter.com/projects/atomhawk/the-art-of-atomhawk-volume-2

via Thor and Avengers digital artists from Gateshead to publish book of art – Chronicle Live.

Why the Perfect Modern Creative Is Fierce, Fearless and Female

The perfect modern creative is a woman.

Because we have enough men, and men like it the way it is right now.

She will seek change.

And her finest qualities will be frustration and discontent.

The perfect creative presumes that the people around her are talented and want to contribute. And accepts that without meaning to, the company, the process and even she is stifling the work and its ability to be brilliant in some way.

She won’t have come from a school that teaches advertising, and she certainly won’t understand why we structure companies like we do.

When producing a piece of work, she won’t ask herself, “Who can I get to do this?” but will instead ask, “How can we make this happen ourselves?” Because she will have grown tired of agencies making themselves dependent.

This girl gets that none of us are as smart as all of us. She won’t believe that her own insight, emotional intelligence and passion are enough to make greatness happen and will draw excellent minds to her. But although she will create her best work through collaboration, she will understand the violent, urgent need to disappear on her own, the pressure all hers, at the critical moment to crack the brief. And she won’t allow history, pay grade, job title or age to stop the candid conversations that will ultimately make the work special.

She will not only accept change, but understand that there might be someone new at the table next to her every day, and will use lunch in beautiful places to make these new disciplines powerful in the mix.

She is a thief of new technologies.

A murderer of trade unions and waiting lines.

A radiator of energy and believer in the genius of 3 a.m. tequila, when it all matters a little too much.

Nils Leonard

Her best friend might be a planner.

Her lover might be a producer.

She won’t be ashamed to create things that sell stuff to people because she will have found a way to do it that people enjoy.

She and her workplace will not be invisible. She is no shadowy wizard.

She will work in a place that people in the real world are happy exists.

And her name will be known to people’s mums, readers of Adweek and subscribers of Wired alike.

She will never be 100 percent sure, and she’ll be OK with that, because she’ll have the energy to convince others to take the risks that great work demands.

She will spend her time focusing less on the kerning in a poster and more on how to get the right people to collide powerfully, because agencies are filled with reasons not to say the right things to each other.

A great creative won’t work in a department. She will have a crew.

An understanding that goes beyond the culture of an agency.

And she will maintain and create the rarest entity in our game—trust.

She won’t just set the agenda on the work, but give the agency a true north. And will not only give other creatives a purpose, but make everyone who brings great things to bear a chance to shine.

A great creative won’t support politics.

A great creative will give her people defining moments.

Then push them to move past them.

And like all star players, she will always be on loan. Never yours.

One day, the perfect modern creative will have enough of us.

Because ultimately she will want to create something sacred for herself.

And she will go and do it.

And we will love her for it.

—Nils Leonard is chief creative officer of Grey London.

via Why the Perfect Modern Creative Is Fierce, Fearless and Female

Ikea Loved This Artist’s Fantastical Doodles on Its Catalog So Much, It Hired Her

Some companies might take exception to your scribbling all over its catalog. But not Ikea.

For a while now, British illustrator Sarah Horne has found the Ikea catalog to be an inspiring canvas on which to draw fantastical scenes—with mythical creatures all relaxing in minimalist Swedish homescapes. Well, Ikea saw the drawings—and loved them. And over the holidays they invited Horne to be an official children’s illustrator in residence at its Wembley store.

“As a child I was always doodling and dreaming up a never-ending number of fantastical dinner parties that featured fictional creatures from the pages of my favorite storybooks—imagining what it would be like to have dinner with a dragon or breakfast with Bigfoot,” Horne says.

“Although I’m all grown up, my mind runs riot with the fantastical meals I always wished I could be a part of, using pages from my favorite Ikea catalogue as a canvas to bring my mythical creations a little more into reality.”

Horne’s pictures gave Ikea an idea. The company could use them to help reinforce the idea of the importance of family dinner times.

“We know how easy it is to get bogged down in the craziness of everyday life, so we hired our children’s illustrator in residence to put the wonder back into dining together,” says an Ikea rep. “At Ikea, we firmly believe that each and every mealtime is special in its own right, whether it’s a midweek supper for your partner, breakfast with the kids, or pizza at home on a Friday night. It’s all about spending quality time together and treasuring those moments as a family.”

Hear more from Horne below. Via PSFK.

via Ikea Loved This Artist’s Fantastical Doodles on Its Catalog So Much, It Hired Her | Adweek.