Interview with Eylül Duranagaç and Ferdi Alici, the creative director and founder of the stand-out new media agency based in Istanbul.
Ouchhh is a multidisciplinary hub of artists whose professions cannot be categorised very easily. Call them designers, light show installers, digital mappers, scientists, futurists, all these terms apply.
Based in Istanbul, Turkey, Ouchhh is an innovative audiovisual media agency with projects showcased on international landmarks, public spaces, characterised by the use of large surfaces for projection. By incorporating video mapping technology in their artwork, since its foundation by Ferdi Alici, Ouchhh has given life to inanimate objects such as faces of buildings, planetariums, and even old industrial power plants.
Their style ranges from the relatively minimalist to some of the most complex designs ever to be projected on such massive structures they choose as their canvas. When asked about the key factor that made Ouchhh become one of the most-wanted media agencies, Eylül Duranagaç, the creative director, simply replied:
“The unique style Ouchhh studio has attracted most of the brands and enterprises. We use science, art and technology together by channeling our experience in an artistic manner.”
These projects are some of their biggest and most intricate designs for any of which, hundreds or even thousands of working hours were put in, following the process of first designing on the aesthetic, engaging in the R&D process, creating the storyboards-style frames and eventually production.
Ouchhh has grown to an international level with another office in Los Angeles, California, and partnerships around the world from where they operate. With access to multiple locales of art and culture, they have influenced many artists and scenes in cities such as Los Angeles, Barcelona, and Vienna, to name only a few.
Having brought a fresh and unique artistic perspective to the world of digital art and graphic design, Ouchhh has been invited to collaborate with many industry-leading companies such as Google, Nike, and Cosmopolitan. Their most outstanding projects to date were displayed at TEDxCERN, featuring TEDxCERN Main Titles and AVA V2. Other fascinating projects include iOTA: an audiovisual performance with artificial intelligence, Cygnus: an immersive light installation performance, H OM E OMOR PH ISM: a dome audiovisual performance, and countless more.
“Usually, our customers keep in touch with us. We don’t reach out to them. We check the mediums of the project; what is required what can we create out of this or how can we make it better. So firstly we decide on that. And sometimes we share our vision and opinion with the brand when they send us their brief. So we turn their idea into a unique and exciting project by adding much more than they ask for.” — Eylül Duranagaç