Post on 05-Apr-2018
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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.
michael.ballhaus@uni.leuphana.de
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.
timon.beyes@inkubator.leuphana.de
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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
bjoern.ahrend@inkubator.leuphana.de
at Leuphana University Lneburg:
Aljoscha Kaplan
aljoscha.kaplan@inkubator.leuphana.de
Jrg Schulze
joerg.schulze@inkubator.leuphana.de
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