Filmmaker and designer Scott Thrift has launched a new Kickstarter campaign for his latest time-based art product, Today. The 24-hour timepiece has been imagined and assembled without numbers, non-linear, with the clock face occupied only by a single hand and a carefully designed spectral gradient imitating the “cloud-like horizon of dawn and dusk”.
Unlike a typical clock, one full revolution occurs over the course of 24 hours rather than 12, in an effort to “encourage a healthier relationship with time,” by removing the urgency and repetition of the 12-hour cycles of the day which we have become accustomed to and time our life by. The mechanism moves the hand as the day progresses, timed as it were to the cycle of the earth in revolution.
The release of the Today project follows 2011’s highly successful Kickstarter campaign, raising four times the target budget, for a similar product called ThePresent, an annual clock which conveys the time visually in seasons, completing a revolution gradually over the course of 365 days.
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Jamie joined It’s Nice That back in May 2016 as an editorial assistant. And, after a seven-year sojourn away planning advertising campaigns for the likes of The LEGO Group and Converse, he came back to look after New Business & Partnerships here at It’s Nice That. Get in touch with him to discuss new business opportunities, and how we can work together on creative partnerships, insights, experiences or advertising.