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Innovation Incubator

Leuphana University LneburgGermany


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Innovation IncubatorLeuphana University LneburgGermany


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The Moving Image Labis the heart o the Digital Media Center o

the EU Innovation Incubator at Leuphana University Lneburg. It

constitutes an experimental research space or innovative concepts

and ormats in the realm o moving images.

Bridging research and application enables the Moving Image Labto

nd answers or urgent questions: What will tomorrows media ormats

look like? How will they be produced? How do they spread and which

eects/aects do they produce?

The Moving Image Labcontributes to the international academic

discourse concerning new moving image ormats and distribution

strategies, and develops solutions and oerings or the content o

tomorrow.

The MOVING IMAGE LAB: A transdisciplinary, explorative and

transfer-oriented research project. A spin-off oriented place

for innovation in moving image content.

Who we are


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Moving Image Lab

Researching and developing moving

images in todays digital culture

Today we are in the middle o a revolution a digital revolution. It dra-

matically aects all aspects o producing and consuming media, and

undamentally infuences social interaction, political participation and

economic organization. Especially important in this context is visual

culture and moving image content. The internet is blurring the bound-

aries between the production and reception o moving images. Tradi-

tional television seems to be losing importance. At the intersection

o TV and Internet the Moving Image Labsets out to examine, develop

and spin-o innovative media ormats.

The Moving Image Labworks on ctional, semi-ctional, docutain-

ment and merely documentary ormats; these may contain transmedia

applications, test new user interaces and elevate the convergence

o text, image and sound to a new level. The Moving Image Labis an

experimental space and realizes innovative concepts and ormats with

regional, national or international partners.


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At the same time the Moving Image Labadvances the academic

discourse about digital culture and its moving image osprings. The

ocus thereby lies on approaches derived rom culture and media

studies. We ask question such as: What will tomorrows media ormats

look like? How will they be produced? How do they spread and which

eects/aects do they produce? Which new orms o interaction and

organisation arise rom digital networks? What images, spaces and nar-

ratives fourish within interactive digital media consumption? Which

consequences result or the ormation o community, and creative

industries?

The Moving Image Labis the heart o a large-scale Digital Media com-

petence centre being established at the EU Innovation Incubator at

Leuphana University Lneburg.

We invite you to take time to explore some o the projects o theMoving Image Labon the pages that ollow. And please do not hesitate

to get in touch.


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Web of Food

LOGLINE

Development o a web application with short documentaries and

animated clips or children and young people to raise their aware-ness o balanced nutrition.

SYNOPSIS

Eating can be both un and healthy. But many amilies no longer

know how to cook a simple meal with resh groceries. Various

initiatives o governmental or private organizations are currently

trying to address this problem. In schools, cooking classes are

held. However, such interventions usually only have temporary

eects on the eating habits o amilies. A learning medium that

provides young people with the opportunity to constantly deepen

their understanding o important acts about the subject o nutri-

tion is lacking so ar.

The Web o Foodis an application that serves children and

young people as an attractive source o inormation. Short docu-

mentaries and animation clips rom 30 seconds to 3 minutes in

length present all aspects o ood and nutrition in an age-approp-

riate and entertaining way. This includes the production o ood,

its processing, and its use in the kitchen, as well as additional

inormation on e.g. vitamins, minerals, and articial additives.

Here, the Web o Foodwill not divide the world o ood strictly

into good and bad, but rather convey a sense or the right amount

and balance.

A special highlight o the Web o Foodis its orm o presenta-

tion: All videos are connected in an intuitively controllable web.

This mode o presentation allows the users to accustom themsel-

ves with the issues through play.

GENRE/PLATFORMS

Education, documentary / Internet, mobile devices

PROJECT STAGE

The Web o Foodis being developed at Leuphana University Lne-

burg. Currently the content o single videos is being designed and

the scripts are being written. Co-operations with co-producers are

being negotiated.

LANGUAGE

German


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Blue Ant

LOGLINE

Blue Antis an application-based entertainment ormat, ocusing on a transmedia story

world and channeling dierent media into one container.

SYNOPSIS

Todays consumers o media are ar ahead o what traditional publishing houses, media

producers, and content providers have to oer to them. They are using their tablets in a

purely demand-oriented way. They fip between segmented oering channels, movies or

series, e-books or magazines, inormation and navigation services, and gaming applica-

tions. Inormation and entertainment are assembled individually, intuitively, and on the

basis o mood and requirement. Already, the user acts and consumes in between media

while publishers have missed to turn the in between into a marketable and prota-

ble product. Blue Antis to be such a product, and can be dened on two levels, which

adapt, elaborate and link established user patterns: convergent content and gamication.

Content convergence all media, ormats & genres

The aim is to develop an environment, which conveys continuity and consistency in terms

o content and orm despite the multiaceted content. It is modelled on the inner logic

o the so-called story universe that enables authors in the ctional genres to create entire

emotional worlds. Within these worlds, separate media contributions o all ormats can

be integrated. In order to achieve this goal, the container combines various ormats,

which are originally presented separately (series, documentary, e-books, graphic novels,

music, casual games, graphics etc.). The separate contributions are curated and ollow

a specic, monothematic editorial rulebook.

Gamifcation intuitive, experience- based use

Navigating through the individual media experience does not resemble a linear audience

fow, but is based on gamication the integration o game mechanics into non-game

environments to increase user involvement. Game mechanics entail reward systems, as

well as navigation tools and narrative structures, which control how the user can explore

the container. Those mechanisms increase session lengths, engagement, and overall

commitment to the product.

GENRE/PLATFORMS

Transmedia Project / Tablets

PROJECT STAGE

in development

LANGUAGE

German


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explainity

LOGLINE

explainityaims to reduce complexity. For this purpose it develops,

tests, and puts into practice suitable strategies, measures, andtools. explainitymakes the world simply simple.

SYNOPSIS

The world we live in is becoming more complex by the day. In

a matter o minutes, a person can be bombarded with breaking

news stories. Anything rom the credit rating o the USA has

been downgraded to Greece is in danger o bankruptcy or a

nuclear power plant in Japan is announcing a meltdown. The

news-cycle is continually becoming aster and more complicated

leading to the problem that we simply dont understand the news

anymore: We become, so to say overnewsed but underinormed.

Journalists, entrepreneurs, organizations, and even public au-

thorities ace this problem. Because o this phenomenon, where

the complexity o products and services is on the increase, the

need exists or a more understandable explanation.

It is precisely here where explainitycomes into operation. Exp-

lainity develops suitable measures and strategies, which in turn

provide or an easier explanation o the complex. These measures

and strategies vary rom stop-trick-animation to workshops or

employees. The project, thereore, creates a rame o reerence or

the daily inormation overload. In short: context or content.

GENRE/PLATFORMS

Explanatory lms YouTube

PROJECT STAGE

Based on the generated experience in reducing complexity by sto-

rytelling, urther measures, strategies and tools, are being deve-

loped (e.g. with Playmobil). Currently, explainityis also preparing

or its own company to be launched.

LANGUAGE

German / English


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Sport-Apps

SYNOPSIS

Sporting events are the most precious commodity in television.

Together with broadcasters, sports clubs, leagues, and umbrel-la associations, we plan to develop a variety o companion and

gamication applications linked to individual sports. Throughout

this process, we plan to dig deep into the technical aspects o

sports broadcasting, so that we can augment the experience or

ans and viewers. Examples in development are prediction games,

mobile medal tables, second screen live inormation, and antasy

leagues. To achieve the best possible added value, the project is

simultaneously product- and research-oriented and is embedded

in general partnerships with European broadcasters, ederal insti-

tutes o technology, and app-developers.

GENRE/PLATFORMS

Smartphones, tablets

PROJECT STAGE

in development

LANGUAGE

German / English


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Turning Point

LOGLINE

What i TV and the Internet had existed in 1914?

SYNOPSIS

Turning Pointapplies todays media tools and the 21st century culture o ex-

pression to an historical event. 28 July, 2014, will see the 100th anniversary

o WWI. In Europe in 2014, this event should receive a platorm where it

unolds as a puzzle, the mosaic o nations, languages, and cultures that it

has always been.

The project opens up a new perspective on history to todays audience and

provides insights into the workings o present-day media. It oers a space

to create an alternate history, to enable an alternative approach on issues o

nationalism, imperialism, and the ounding days o Europe.

As a cross-platorm TV and online event, with a sophisticated audience

engagement strategy, Turning Point will attract digital natives to enjoy and

participate in a new orm o history programming to commemorate the 100th

anniversary o the outbreak o WWI.

It will be an international interpretation o history and o archives. Broad-

casters, producers, print publishers, and archives rom all European nations

are invited to contribute.

GENRE/PLATFORMS

Documentary / TV, Internet, mobile devices, print

PROJECT STAGE

Turning Pointis being developed in collaboration with zero one flm, Berlin.

Co-operations with European co-producers are being negotiated (including

Austria, Switzerland, France, Poland). We are also negotiating conditions or

collaboration with German broadcasters (ARD/ZDF) and publishing houses.

LANGUAGE

Each participating country produces content in its own language.

PARTICIPATING PRODUCER

Tobias Bchner zero one flm, Berlin.


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CREATIVE AND LEADERSHIP TEAM

LEADERSHIP TEAM

Prof. Michael BallhausMichael Ballhaus is one o the most acclaimed Directors o Photo-graphy

worldwide. Within 50 years, he was in charge or the shooting o more than

100 eature lms. During his career, he always welcomed technical improve-

ments o lm production and distribution and employed them creatively in his

movies. For his innovative work, he was awarded several international prizes.

In addition to making movies, Michael Ballhaus has been teaching at a

number o universities or several decades: amongst others, at the Deutsche

Film- und Fernsehakademie Berlin, the Hamburg Media Schooland the

Berlinale Talentcampus. In Munich, he is head o the camera department o

the Hochschule r Film und Fernsehen. The ocus o his visiting proessor-

ship at Leuphana University Lneburg is on the research o new technology,

ormats and applications or digital image content.

[email protected]

Prof. Dr. Timon BeyesTimon coordinates the overall activities on Digital Media within the Innovati-

on Incubator at Leuphana University Lneburg, where he is associated with

the Institute or the Culture and Aesthetics o Digital Media. He has a back-

ground in Sociology and Management Studies and has done his doctoral and

post-doctoral research at the University o St. Gallen, Switzerland. His acade-

mic ocus lies on organization theory with a ocus on the non-prot and media

sectors as well as the aesthetics and spaces o organizing. He is ascinated

by the opportunities o re-arranging what is visible and sayable through new

orms and circulation o moving images.

[email protected]


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CREATIVE TEAM

The Moving Image Labis set up as a laboratory that brings together 35 researchers, lm

and TV authors and producers, designers and web experts. The projects presented here just a selection o our research and development activities are realized by a creative team

including:

Marc RiedelAter studying cultural studies and communication and media studies,

Marc worked several years at the ZKM | Center or Arts and Media

in Karlsruhe, Germany. In subsequent years, he put the ocus o his

work increasingly on new media. In 2010, he started working at the

Leuphana University Lneburg. As part o the Moving Image Labhe is

researching and developing new ormat ideas or the internet.

Arndt PotdevinAlready while studying theater, lm and television studies, Arndt was

working as a production manager or commercials and music videos.

Later, he worked as a reelance producer, production manager and

head o production, and was responsible or the development, nan-

cing, production, and marketing o numerous documentaries. As part

o the Moving Image Labat Leuphana University Lneburg, he is rese-

arching and developing new ormat ideas or the internet.

Alexander von LukowitzHaving studied eature lm production at the Ludwigsburg Film

School, Alexander was awarded the new talent prize or young produ-

cers or his 2001 graduation lm. He began his career at the Cologne

company Action Concept. In 2002, he began working or the Berlin

company box! Film, where he was responsible or the development

o international scripts and TV eature lms. During his time at box!,

and in order to build on his competence in the areas o international

co-production, co-operation, and networking, he took part in the Eu-

ropean training programme EAVEwhich he successully completed in

September 2003. Subsequently he ounded Elephant Filmproduktion

GmbH, where he is an acting partner. In 2011 he joined the researchteam Moving Image Labat Leuphana University Lneburg.


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Andreas EbertAndreas is the head o explainitysince its launch in 2011. Ater

studying social economics with a ocus on media, he graduated with amasters degree in entrepreneurship. During his postgraduate studies

Andreas ocused on entrepreneurial management, marketing, and law.

He was also involved in dierent projects, supervising them rom the

beginning on to the launch o their own company. Beore working at

Leuphana University Lneburg concentrating on explainity, Andreas

was managing a non-prot-organisation in South Arica.

Stine WanglerStine is working at Leuphana University Lneburg concentrating on

explainitysince February 2012. In 2008, she graduated with a bache-

lors degree in lm studies and media communication rom the Uni-

versity o Glamorgan in Cardi (UK). In February 2012, she nished

her studies at Leuphana University, where she studied cultural studies

with an emphasis on lm and internet.

Hilko AikensHilko studied economics with a ocus on entrepreneurship and creati-

ve industries in Oldenburg, Germany, and Vxj, Sweden. In the mean-

time he completed several internships, one o them at Warner Music

Group Germany. Ater graduation, he participated in working out

innovative business plans or digital music distribution. He was one o

the rst members o the Moving Image Laband joined the project in

2010.

Jutta DobersteinJutta has worked as a projectionist, assistant director, bar tender, stills

photographer, gaer, and camera operator. Stage designer, interpreter,

video artist, mother, researcher, curator, and director. She graduated

rom the London College o Printing in 1991, and is currently working

as a developer with zero one flm, and is participating in a research

project ocused on ormatting or Internet TV at Leuphana University

Lneburg.


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The Post-Media Lab

The Post-Media Labis a project within the Digital Media Center at the Innovation

Incubator and organised in collaboration with Mute magazine.The Post-Media Laboers a space in which to examine, refect, and operate upon the

networked, mediatised society rom an unhurried perspective. We seek to slow down

the machinic pace o cybertime just enough to allow or a dierent tempo o thought

to engage and encompass it. Through a programme o our bi-annual residency cyc-

les spanning 2012 and 2013, the Lab will provide participants with the practical and

intellectual support and resources to build real-world, aesthetic, technical, or theoretical

assemblages which operate acutely on the interace between digital networks and social

and political lie.

Research ellowships are structured around the ollowing themes:

1) Connecting People Apart

The pronouncements o early internet enthusiasts were laden with the promise o (re)

orging community on the digital rontier. But where these 90s pioneers oten owned

their own inrastructure, todays social media platorms are commercially owned and, by

extension, so are the communities which inhabit them. What happens to the quality and

location o agency in the matrices o networked media orming around us?

2) The Subsumption o Sociality

There has been a subsumption and expropriation o our social, communicative, and col-

laborative energies through a series o material and inormational enclosures. How do we

(re)appropriate a means o subsistence, sociality and creativity? What transormations o

ownership or exploitation are scripted into the new network structures?

3) The Question o Organisation

The model o the sel-organising network has reshaped politics and notions o agen-

cy or the environment, governance, and activism. But the ideal o the equilibrium o

complex systems can be critiqued. What practices o emergent organisation are moving

beyond the model o the network? How can we rethink emancipatory activity, subjects, or

structures in this climate?

4) Comrade Things and Alien Lie

Dissolving hierarchies between humans, animals, machines, and objects is a characte-

ristic turn o postmodern philosophy, science and arts. Object-oriented ontologies are

shaping research methodologies, computer science, and network cultures. Where the

boundaries between lie and things are recongured, what questions o ontology, method,and aesthetics arise?

L


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THE CURATORS / COORDINATORS

Josephine Berry SlaterJosephine is Editor o Muteand also teaches courses in the Culture

Industry and Biopolitics and Aesthetics at Goldsmiths University. She

is co-author o No Room to Move: Radical Art and the Regenerate City

and co-editor o Proud to Be Flesh: A Mute Magazine Anthology o

Cultural Politics Ater the Net.

Anthony IlesAnthony is assistant editor o Muteand a writer o criticism, ction

and theory, based in London. Editor o the books, with Mattin, Noise &

Capitalism (2009), with Stean Szczelkun, Agit Disco (2011), and co-

author, with Josephine Berry Slater, No Room to Move: Radical Art and

the Regenerate City (2010), and a contributor, with Marina Vishmidt,

to the book Communization and its Discontents (2011).

Clemens ApprichClemens studied Philosophy, Political Science and History in Vienna

and Bordeaux. Since 2008, he has been a PhD-student in Cultural

History and Theory at Humboldt University o Berlin. He was a Juni-

or Research Fellow at the Ludwig Boltzmann Institute or Media.Art.

Research in Linz and at the Institute or Human Sciencesin Vienna.

Currently, he is a Research Fellow at the Moving Image Lab.

Oliver Lerone SchultzOliver traverses the paths o research, media practice, and activism.

Ater a degree in philosophy on Embodiment and Media Theory, he

was a researcher at Freie Universitt Berlin and Academy o Sciences

Berlin-Brandenburg, and co-ounded the research platorm eXpolar.

Political engagement ocussed around visual culture, with laborB*,

globale-Filmestival and Visions o Laboramong others. Currently,

he is Research Fellow at the Moving Image Lab.


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NOTES


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in Austin:

Bjrn Ahrend

[email protected]

at Leuphana University Lneburg:

Aljoscha Kaplan

[email protected]

Jrg Schulze

[email protected]

Innovation Incubator

Moving Image Lab

Scharnhorststr. 1

21335 Lneburg

Germany

phone: +49.4131.677-2205

www.leuphana.de/moving-image-lab

Get in touch...


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Innovation IncubatorLeuphana University LneburgGermany


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www.leuphana.de/moving-image-lab

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