Beeker Northam explains the strategy behind the iPad light-writing project.

The 3D light-writing work created by BERG for the agency Dentsu London caused a terrific amount of buzz on the Internet last week. PSFK spoke to their executive planning director Beeker Northam to ask her about the work and how it fit in with their strategy.

We saw the fantastic ‘Making Future Magic’ work last week. I think the whole of the Internet saw it. Can you describe the piece?

Thank you! We’re glad you liked it. Conceptually the piece is one of series of experiments with partners, to explore our creative strategy for Dentsu London. Making Future Magic is an internal ambition, but since collaboration is so fundamental to the heart of it we want to play with the idea itself with other people we admire.

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