Curiosity is Key

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.

ObjectiveTo 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. Insight 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?

What’s 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.