Press Release: NFB’s Highrise installations hit TTC, Toronto

Pattison Onestop, Art for Commuters (A4C) and the National Film Board of Canada (NFB) present HIGHRISE/One Millionth Tower on the TTC, seen on subway platforms across the city from January 2 – February 29, 2012.

Capturing more than one million commuters’ attention, the project is a twofold art installation developed by curator Sharon Switzer, featuring a site-specific version of the newest edition of the NFB’s web-based HIGHRISE project: a multi-year, multi-media, collaborative documentary experiment about the human experience in global vertical suburbs. This material imagines the beautiful transformation of a rundown Toronto highrise tower, with landscapes inspired by its inhabitants.

The NFB’s HIGHRISE/One Millionth Tower on the TTC can be found across Toronto’s subway system, as a series of specially designed subway platform posters in 59 stations, and 30-second animated videos that play every 10 minutes all day on the entire network of Pattison Onestop screens.

“I am thrilled to be working with the NFB. I have great respect for the ground-breaking work that Katerina is doing, and can’t wait to share this inspiring project with our commuters,” said Sharon Switzer, Digital Content and Programming Curator for Pattison Onestop.

“Pattison Onestop is pleased to launch this year’s curated programme with an integrated public art installation that provides a platform to expand the horizons of HIGHRISE/One Millionth Tower,” said Michael Girgis, President, Pattison Onestop. “We are also extending the program outside the TTC, on our Residential Network in 300 highrise buildings throughout the city.”

“It’s so awesome that HIGHRISE is going underground, into the everyday lives of commuters in this city. When we were dreaming up ideas for the project, we had the TTC on our wish list but I never thought we’d actually make it!” states Katerina Cizek, NFB filmmaker and digital creator of the International Digital Emmy Award-winning 360º documentary HIGHRISE/Out My Window.

HIGHRISE is a multi-year, multi-media, collaborative documentary experiment about the human experience in global vertical suburbs. Under the direction of documentary-maker Katerina Cizek and National Film Board Senior Producer Gerry Flahive, the HIGHRISE team is generating web documentaries, live presentations, installations, mobile projects and documentary films.

One Millionth Tower is an NFB documentary set in an HTML5 virtual landscape that re-imagines the urban landscape, using the magic of cinema, architecture, animation and cutting-edge open-source web technology to transform a dilapidated highrise neighbourhood into a vibrant resident-led community.

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About the NFB
Canada’s public producer and distributor, the National Film Board of Canada creates interactive works http://www.nfb.ca/interactive , social-issue documentaries, auteur animation and alternative dramas that provide the world with a unique Canadian perspective. The NFB is developing the entertainment forms of the future in groundbreaking interactive productions, while pioneering new directions in 3D stereoscopic film, community-based media, and more. It works in collaboration with emerging and established filmmakers, digital media creators and co-producers in every region of Canada, with Aboriginal and culturally diverse communities, as well as partners around the world. Since the NFB’s founding in 1939, it has created over 13,000 productions and won over 5,000 awards, including 4 Webbys, 12 Oscars and more than 90 Genies. Over 2,000 NFB productions can be streamed online, at the NFB.ca http://www.nfb.ca/ Screening Room as well as via partnerships with the world’s leading video portals, while the NFB’s growing family of appshttp://www.nfb.ca/freedownloads/ for smartphones, tablets and connected TV delivers the experience of cinema to Canadians everywhere.

About Art for Commuters
Art for Commuters is a non-profit curatorial collective that initiates unique, thought-provoking projects in the public realm. As Pattison Onestop’s arts programming partner, they bring urban art festivals and exhibitions to over 1 million people daily on the network of TTC subway platform screens, as well as on Pattison digital billboards in Toronto and across the country. Projects include: Contacting Toronto (part of CONTACT), Everyday Heroes Festival, The Toronto Urban Film Festival, DRIFT (part of Nuit Blanche) and Stroll City. Art for Commuters was founded in 2007 by Sharon Switzer. www.art4commuters.com<http://www.art4commuters.com/>

About Pattison Onestop
Pattison Outdoor Advertising is Canada’s largest Out-of-Home advertising company, serving over 100 markets coast-to-coast. Pattison Onestop, a division of Pattison Outdoor, is a world leader in the development and operation of Digital Out-of-Home Media (DOOH) for mass transit, mall, retail, hospitality, residential, office, and outdoor environments. www.onestopmedia.com<http://www.onestopmedia.com>

Where to find HIGHRISE/One Millionth Tower
http://highrise.nfb.ca/onemillionthtower
http://highrise.nfb.ca/blog
http://www.art4commuters.com<http://www.art4commuters.com/>