Paul Smith says companies often call on storytelling agencies to give themselves a good position, an authentic image. Because stories can change image and have the power to engage their audience. The storytelling techniques are powerful business too to make difference. (Paul Smith, 2012)
If storytelling is good for audience why not directly use the company's history to promote itself with innovative creations ?
With my works, the main objective is to validate relevance for a company to invest in a digital creation object like a cultural video mapping show to enhance the company’s image and history.
Carol Vernallis explain that music videos have an giant influence on popular music and they make a powerful identity for bands and artist with innovate performances and music video can have complex interactions of narratives and arts to create artist’s identity. (Carol Vernallis, 2004)
Video mapping and music video use the same technics with narrative, image and sound, so a video mapping show can do the same emotion than music videos. Christoph Kronhagel think with the area of electronic media and the omnipresence of internet, it’s more and more difficult to make delimitation between physical and virtual spaces. (Christoph Kronhagel, 2010).
So, it’s possible to make a virtual show in physical space to strengthen history company. For a virtual story to a physical cultural show.To support this idea, I will work on some analyses about preservation with digital arts and technology. I have search somme exemple of preservation and I see a digital projection painting that brings an old mural to life. (Mapping Pantocrator Sant Climent de Tall 1123, 2020)
That’s a poetic example and an interest in heritage. There is the possibility with video mapping.What is more, in aesthetics, science and technology of the arts, the notion of virtual concerns in particular the new forms of museums, such as digital museums and face the confrontation of the notion of current and virtual. Moreover Gilles Deleuze says that "distinction between the virtual and the actual corresponds to the most fundamental split of Time, when it advances by differentiating itself along two main paths: passing the present and preserving the past." (Deleuze, 1995)
My interest on this subject is because I would work on a video mapping creation on a shuttle motor during my apprenticeship in SNCF. During these days I worked also as graphic designer on the new TGV identity call TGV INOUI and I wanted to enlarge my mission to work on digital art for cultural show. I thought I'd make the link between my project and my master’s thesis, that’s why I choose a video mapping show on a train. Laura Glitsos explain that video mapping can make a spacial augmented reality with deploying « video projectors to map light onto a surface in order to render flat shapes into multi-dimensional models. » This technics can make beautiful « illusion of virutal objetcs coexisting with the real world » and with sound the « listening pleasure is built upon a multi-sensory synesthetic experience which simulates the bodymind in a holistic encounter. » Laura Glitsos (2019)
So with video mapping you can make illusions like dream or give an aesthetic and emotional dimension to a company's history.
With this works for the SNCF company, I would firstly have more competencies on the story of train in France, in motion graphic and projection techniques and design on user experience inside the train. For that I have opportunities to talks with professionals on the company. Secondly I would demonstrate that make cultural and historic stuff is better for company’s image than jute make a storytelling campaign which will be drowned in the daily image flow. Because in the words of John T.Bell and H.Scott Fogle if your experience mobilize the most sense as possible, you can have an optimum memorization.
Smith, Paul R. Lead with a Story: a Guide to Crafting Business Narratives That Captivate, Convince, and Inspire. New York : AMACOM, 2012. Chapter I « why tell stories? »
Vernallis, Carol. Experiencing Music Video: Aesthetics and Cultural Context. New York: Columbia University Press, 2004
Kronhagel, Christoph. Mediatecture: The Design of Medially Augmented Spaces. Wien: Springer, 2010
Mapping Pantocrator Sant Climent de Tall 1123. Accessed January 17, 2020. http://pantocrator.cat/en/
Deleuze Gilles, l’actuel et le virtuel, in Dialogues, Flammarion, 1996, Première partie
Glitsos, Laura. Somatechnics and Popular Music in Digital Contexts. Springer Nature, 2019
Bell, John T. Fogler, Scott. The Investigation and Application of Virtual
Reality as an Educational Tool. University of Michigan, Anaheim, CA, 1995
