Children today have grown up exposed to huge amounts of sensory stimulus, highly heterogeneous, while at the same time strongly interconnected. Without a doubt, Internet has been the great catalyst in this trend and has inspired the Argentinian Sergio Saleh to direct Nickelodeon's new IDs. Through a brilliant meta-linguistic exercise, Nickipedia proposes a way in which to explain the nature of human senses to children.
The image, supersaturated to the point where it overwhelms the eye, represents the perceptive amalgam earlier mentioned. Meanwhile, through sound, ideas are launched associated to each of the different experiments, following the same pattern of abundance, disparity and elation. Just like in a brainstorming session. At the same time, a coherent structure resonates throughout, just like in a good briefing.
The conceptual solidity of the pieces is a key factor in avoiding a scattered aesthetic or freefall into Dadaism, functioning as a strong agglutination agent. In this manner, it is possible to reach the target's language, pushing the jumble to the limit while dodging confusion. It is at this very point, having calmed the thirst without surfeit, when the water tastes the sweetest.
Credits:
Creative Direction and Concept: Alejandro Abramovich
Concept and Script: Matias Repar
Direction and Script: Sergio Saleh
Ejecutive Production: Alejandro Abramovich, Pepe Carmona
Design and Animation: Tuna
Music: Christian Basso
* Translation by Vera Ciria
