Lauren Park-Looking Outwards-06

Nicolas Ménard directed a television commercial for a brand called “Habito”, produced at Nexus Studios. This commercial contains multiples images of different randomized algorithms. This series is a “metaphorical visualization of the brand’s powerful mortgage matching algorithm”. I really admire the audio and the narrative that harmonizes with the series of algorithms. These visuals becomes more like scenes that informs the audience about Habito and what the brand does.

Using variable.io for coding, the artist created instructions that were then translated into versatile Web apps by Marcin Ignac and Nick Nikolov, in order to change and play around with the visuals and speed of algorithms. Additionally, sound was also incorporated in the same way.

By collaborating with David Kamp, the sound designer, and many others to finalize this commercial at the end, I think Nicolas Ménard was very successful in creating those layers of algorithms that build up a storyline for viewers to understand about easy mortgage. Although the algorithms started off randomized in the process, they look to be very orderly and organized in the commercial overall. And with all these random, colored algorithms, along with the narrative, it shows how complex and confusing figuring out mortgage can be in the beginning of the commercial. This is very crucial for Nicolas Ménard’s goal of getting the message across that unlike these generated algorithms, the people at Habito can help simplify the mortgage process.