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Ram Truck’s “Farmer” captured the attention of Super Bowl viewers using “So God Made a Farmer” by radio broadcaster Paul Harvey. Ram and agency The Richards Group commissioned 10 photographers including National Geographic icon William Albert Allard and documentary photographer Kurt Markus to capture American farm life for the ad.

fastcodesign: “If the NFL wants concussion-free football, they’ll need to redesign football.” In the eyes of physics, a big hit on the field can be just as devastating as a car crash—or in many cases, worse. We’re expecting a mere 1.5 inches of foam and candy shell to decelerate a player’s head gently enough to prevent their brain from bouncing around inside their skull. After talking to some of the brightest minds in helmet design, helmet testing and football physics, the elephant in the room became clear: A concussion-proof helmet is a pipe dream. “’I think that it’s true that football helmets are 85% as good as they’re ever going to get,’ Dr. Timothy Gay, University of Nebraska physics professor, writer and industry helmet consultant tells me. ‘The optimal football helmet won’t be much better than the helmet you can buy right now because there are just physics retrains on the kind of padding you can use. We have a pretty good micro, nanotechnological understanding of how materials work. And basically, there are limits on what padding materials can do for a giving thickness.’”

fastcodesign:

“If the NFL wants concussion-free football, they’ll need to redesign football.”

In the eyes of physics, a big hit on the field can be just as devastating as a car crash—or in many cases, worse. We’re expecting a mere 1.5 inches of foam and candy shell to decelerate a player’s head gently enough to prevent their brain from bouncing around inside their skull. After talking to some of the brightest minds in helmet design, helmet testing and football physics, the elephant in the room became clear: A concussion-proof helmet is a pipe dream.

“’I think that it’s true that football helmets are 85% as good as they’re ever going to get,’ Dr. Timothy Gay, University of Nebraska physics professor, writer and industry helmet consultant tells me. ‘The optimal football helmet won’t be much better than the helmet you can buy right now because there are just physics retrains on the kind of padding you can use. We have a pretty good micro, nanotechnological understanding of how materials work. And basically, there are limits on what padding materials can do for a giving thickness.’”

Drawing back the curtain on Madonna’s Super Bowl halftime show, which was largerly the work of multimedia studio Moment Factory. Launched in 2001, the Montreal-based company has developed, designed, and produced hundreds of new media installations around the world, fusing video, lighting, architecture, and sound effects in an effort to leave lasting impressions. Last year, the company was approached by Cirque Du Soleil to help create Madonna’s forthcoming Super Bowl performance. It was not the first time the two groups had worked together, having collaborated on the Microsoft Kinect launch at the 2010 E3 expo in Los Angeles.

Drawing back the curtain on Madonna’s Super Bowl halftime show, which was largerly the work of multimedia studio Moment Factory.

Launched in 2001, the Montreal-based company has developed, designed, and produced hundreds of new media installations around the world, fusing video, lighting, architecture, and sound effects in an effort to leave lasting impressions. Last year, the company was approached by Cirque Du Soleil to help create Madonna’s forthcoming Super Bowl performance. It was not the first time the two groups had worked together, having collaborated on the Microsoft Kinect launch at the 2010 E3 expo in Los Angeles.

This is the first in a new Co.Create series called Master Class wherein top talents from various creative fields explain, in detail, how they do what they do. Post Super Bowl XLVI: How To Make A Great Commercial. An in depth, step-by-step look at how to conceive, develop and produce a spot, from one of the art form’s top names, Gerry Graf. —->This is Part One.

This is the first in a new Co.Create series called Master Class wherein top talents from various creative fields explain, in detail, how they do what they do.

Post Super Bowl XLVI: How To Make A Great Commercial. An in depth, step-by-step look at how to conceive, develop and produce a spot, from one of the art form’s top names, Gerry Graf. —->This is Part One.