Talk Talk, the subsidiary of the U.K. telephone operator Carphone, has asked artist Michael Bosanko to create a video using light painting in emblematic London locations to promote their new 3G wireless offer.
For those that missed the buzz around the technique of light painting, it is always best to consult good old trusty Wikipedia: “Light painting, also known as light drawing or light graffiti is a photographic technique in which exposures are made usually at night or in a darkened room by moving a hand-held light source or by moving the camera. In many cases the light source itself does not have to appear in the image. The term light painting also encompasses images lit from outside the frame with hand-held light sources.”
Still haven’t understood? Watch the video below…
Surfing on the popularity of participative campaigns and advergames, the operator has launched a dedicated site, Xfactor.talktalk.uk.com that allows the Internet user to create their own video using the light painting process.
By now, you are probably thinking that you are in fact familiar with this technique! Not too surprising, as many of you will certainly remember the French Numéricable campaign, or the more recent campaign by Yves Saint Laurent for their ELLE perfume.