‘Incredible Comes from Within’ – LOOPING GROUP and ASUS kick off a global campaign for ZENBOOKS and accompany light artist Reuben Wu on the Canary Islands – plus LOOPING GROUP is coming to UPDATE
With a global campaign, Looping Group is kicking off communication measures for the ASUS ZENBOOK. At the heart of the campaign is a three-minute documentary which follows light artist Reuben Wu at work on the Canary Islands. The core of his craft are what is referred to as Aeroglyphs: light illustrations drawn in real landscapes using light-equipped drones, photographed with long exposure techniques. Embracing the claim ‘Incredible Comes from Within’, the film showcases the extraordinary technical capabilities of the ASUS ZENBOOK.
‘Incredible Comes from Within’ is more than just a claim. It is a call that’s perfect for our day and age. A call that inspires and gives courage. Creativity has the power to make our world a little bit better,” Dominik Anweiler, Chief Creative Officer of Looping Group, explains.
Reuben Wu says about the project on Instagram: “My whole motivation in making art is to engage the viewer and pose questions about what you see, about who we are, and about existence itself. I’m excited to share a project with #ASUS that took me to the volcanic island of Gran Canaria in the Atlantic Ocean where I had a week-long adventure exploring dramatic landscapes, tracing the path of stars, battling inclement weather and racing against time to capture one final incredible moment. In a world which has been documented so well, I feel that my own exploration now takes on a more personal, more metaphorical nature. Listening to these inner voices has changed the course of my life and has given it deeper meaning. I now pay less attention to exterior forces, and listen more inwardly, because incredible comes from within.”
Reuben Wu is a visual artist and music producer. He is a co-founder of the band Ladytron, he has released six acclaimed albums and has written and produced music for Christina Aguilera and remixed for others such as Nine Inch Nails and Blondie. Touring is what brought him to photography, which grew from a hobby into the career it is today. Reuben lives in Chicago, and his work takes him to all corners of the globe. His artwork is centered on journey and discovery, paired with his love for new technology and the opportunities it brings to modern storytelling.
The global campaign was conceived in the London office of the Looping Group and was realized with an international team from the Netherlands, the UK and Germany. It is launching worldwide on TV and in movie theaters as well as on social media.
We are delighted to welcome several of the creatives and art producers from the LOOPING GROUP Berlin and Munich at UPDATE on 25 May in Berlin.
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