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Ad of the Day: The Present

Can a clock that tracks the seasons, not the hours, help you slow down time?

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How do you experience time? By the hour, or day? As a continuous line? As a series of events? It might not be something you think about a lot, but time has become an obsession for Scott Thrift, a filmmaker and founder of Brooklyn-based creative collective m ss ng p eces. Rather than relying on a traditional clock, Thrift created his own "annual clock," dubbed The Present, that the agency introduces to the world in the beautiful, frenzied spot below.

"How can you live in the moment when the moment changes every second?" Thrift asks. "I think we deserve at least a different option, a different scale of time that is a little bit more like life." As he describes his own relationship with time, we're taken on a visual journey that represents the passing of time itself, juxtaposing images of passing moments—a child's first steps, a summer night—with the eternal vastness of nature—a Technicolor rainbow, the infinite sea. At the same time, we're shown scenes from Thrift's own creative time line, marking his passage from The Past to The Present.

The Present itself is a round, mechanical clock whose single hand moves along a spectrum of colors rather than a series of numbers. Instead of measuring minutes and hours, the clock takes an entire year to complete a single cycle, with each equinox and solstice lining up with a color on the spectrum. While we can't see the hand moving, we'll notice that it's moved over time, Thrift explains.

Thrift's idea is an ambitious one, as is his film. It's far more documentary than commercial (admittedly, I wasn't even sure it was an actual product, though apparently it is), but whether it makes you want to go out and order your own seasonal clock or just piques your interest, Thrift's film will no doubt make you think about your own relationship with time in a new way. At least for a moment.



CREDITS:
Product: The Present
Agency: m ss ng p eces, New York