W+K Tokyo

JEMAPUR’s MALEDICT CAR ON THE NY TIMES BLOG

A recent post on the NY Times Blog on W+K Tokyo Lab Artist Jemapur and the video for Maledict Car…

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May 11, 2009, 1:05 pm
Now Screening | ‘Maledict Car’
By Horacio Silva

Part music label, part multimedia incubator, the W+K Tokyo Lab is a hotbed of creative activity that brings together artists and musicians like Takagi Masakatsu, DJ Uppercut and Hifana, among others, to offer a unique take on Japanese audiovisual culture. (The lab works under the auspices of the W+K advertising agency but is under no pressure to produce results for clients.) The video, “Maledict Car,” was commissioned for a recent a DVD, book and blog compilation that chronicles W+K Tokyo Lab’s output since its inception five years ago. Directed by the emerging talent Kosai Sekine, “Maledict Car” is a geometric visual journey through Tokyo, set to music by the label’s latest find, Jemapur. Explains Eric Cruz, W+K’s creative director: “We took Tokyo’s daily visual patterns and transformed them into a surreal, infinite loop — a kaleidoscopic mandala, if you will. The video presents us with a floating view of Tokyo – its beauty, perversion, disorientation, confusion and systematic order – all in one, re-experiencing the city as we read between the lines, capturing Tokyo’s pulse, vitality and flow.” If only all adventures in advertising were so daring.