Research: The cut-up technique

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The cut-up technique is an aleatory literary technique where a text is cut up and rearranged to create a new form of text or sentence. In a sense it’s also another way of collaboration.

Cut-up techniques are not only used in texts but also in many other forms.

A few months ago, I had the privilege of working on a project with Ogilvy Malaysia. We were asked to cut up a pizza box to form an art piece for an ad, completely made out of the materials from the pizza box, without losing its identity.

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Above is one of the images Gavin Simpson had shown us during our two-week visit at Ogilvy. We were asked to create a similar art piece with the reference drawing he provided us. There were almost 10 of us working on a few pizza boxes, the details on just a single pizza box took us days to complete, but the outcome was nothing short of pure satisfaction. Collectively, the bits and pieces came together and created an amazing piece of work which sends a clear and direct message to its audience.

It’s a great inspiration that could possibly influence my final degree project. And I’m glad that I was able to be a part of it.

 

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