Directed by Ronit Izraeli
INTERACTION LAB VISUAL COMMUNICATION UNIVERSITY OF HAIFA SCHOOL OF DESIGN
09_SERJ
INTERACTION LAB VISUAL COMMUNICATION UNIVERSITY OF HAIFA SCHOOL OF DESIGN
More than 80% of the information we absorb comes through vision.
Sight is the primary way we understand our world, recognize patterns, and interpret reality.
Exercise 01 — Zoom In
I created a sequence of ten frames in which each image influences the next, forming a gradual zoom-in. Although the frames are visually very different, the zoom-in creates a continuous connection between them.
Series 1
While the first sequence relied on dense visual details, the second series was developed from the most minimal and abstract frame of the first exercise. This frame was placed at the center of the new sequence and used as a structural pivot.
Series 2
03
Exercise 02 — Poster
The third assignment evolved directly from the second sequence. The task was to translate the series into a poster, where the main intention was to invite the viewer to look closer.
Since the project was already developed in a digital format and built through layers, the next step was to place these layers onto a timeline.
This led to a question: what is more engaging for the viewer — a static image, or one that reveals its details through motion?
Exercise 03 Zoom-In Animation
To activate the animation, the viewer must interact with the eye itself. The play button is positioned at the center of the pupil, turning the act of looking into the trigger for motion. Vision here becomes both the subject of the work and the mechanism that sets it in motion.
The final project is the installation Digital Rain.
Does art exist without a viewer?
It runs in real time through live code connected to a camera. The background space is digitally removed: when no one is present, the screen shows only a black-and-white stream of digital rain.
The installation is built using open HTML and is played directly on a television screen. The screen itself is placed inside a golden frame.
The moment a viewer stands in front of the work, their silhouette appears within the rain.
