Opening Video Credits

Generic’s video, Under Construction, was conceptualized by Saulo Madrid and created in collaboration with Josh Sherrett, founder of The Workshop studio and an integral partner. The medical imagery depicts the musculoskeletal system. It is a metaphor for the interconnectivity that Generic maintains with close partners and clients.

The inner body’s landscape is a visual representation of Generic in which collaborators go beyond their own discipline and ego as part of a whole to create new ways of treating existing creative practices. The ethos is to continuously go beyond what is expected and use our collective memory to understand where our inspirations comes from and where we aim to go in the present future.

Visual
2D medical imagery, 3D created a sense of landscape, photoshop to transform and manipulate imagery, and after effects to combine the many parts of the visual piece.

Sound
The sound piece was conceptualized by Saulo Madrid, and created in collaboration with sound artist Greg Debicki. The track was made using the generative code produced by the output of all the processes used to create the video. The code was a mix of Max/MSP and shell scripting. The program asked the computer about information about the core processor. As a result, it created the chords which were then processed into an ambient synth and a backing track written for cello which complemented the computer generated harmony.