What in the hell is inside of Luceo’s mysterious, rumbling, blue cargo container? That’s a question that 86,000 people answered for themselves during New York City’s annual Photoville. What they found when they peeped through the viewing ports was none other than Dreams in Disguise, our custom video installation designed specifically for one of the country’s largest photography festivals.
To engage casual passersby at one of the nation’s largest photography festivals by creating a sense of mystery that could only be resolved by engaging with Luceo’s installation.
We believe that curious people make the most engaged and attentive audiences. That’s why when we set about to creating Dreams in Disguise, we wanted to build a concept around something that would do more than show people pictures on a wall; we wanted to build a sense of mystery that would engage viewers on a deeper level. We wanted to make ordinary passersby curious enough to investigate for themselves.
Our key insight into this problem was to realize that the best way to get people’s attention is to engage them in a question that they want to answer for themselves. In this instance, they all wanted to know one thing: what is in the box?
Dreams in Disguise is a custom video installation prepared exclusively for Photoville 2014. Filmed in high-speed slow-motion, the resulting movie short is projected inside of a 20 foot-long cargo container and made visible to spectators only through a series of five small viewing ports cut into the container wall. Unlike other exhibitors who used their containers as exhibition spaces, we used our container as a complete piece of art. The film was accompanied by a custom soundscape which relied on infrasound and other tones which resonated the sealed cargo container like a giant, echoing speaker. Sounds emanating from the box drew audiences to the viewing holes. Moving air from the soundscape also supplemented viewers experiences by creating a true visceral feel for anyone touching the box.
In a few short days 86,000 people viewed Dreams in Disguise.