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'Primal Art' Announced

by Thomas on Feb. 5, 2003 @ 3:05 a.m. PST

Sony Computer Entertainment UK (SCE UK) today announced Primal Art, an innovative peek into the world of contemporary art and the cultural appeal of video games, to be held at London's Institute of Contemporary Arts (ICA)... But is it art? Well, yes according to the Institute of Contemporary Arts, who are holding an exhibition of pics from it.

Academic institutions are fast recognising the multitude of valuable opportunities for graduates in a broad spectrum of creative and technical disciplines throughout the video games industry. Primal Art offers a unique insight into the creative potential of this burgeoning cultural business sector, bringing together not only those from art, animation and design but also the people who drive the creative process of video games.

Primal Art is designed to be of inspiration to anyone considering a creative career in the video games industry, art, design and media students and anyone with an interest in creativity, contemporary graphic art, and video games.

Inspired by work on the forthcoming PlayStation®2 adventure 'Primal', Primal Art will feature useful seminars and an exhibition of fascinating graphic art from its makers, the BAFTA Award-winning SCEE Studio Cambridge and from talented students at some of the UK's leading universities. Primal Art will take place between 6th - 9th April 2003 at the ICA.

Modern video games demonstrate unprecedented levels of sophistication and creativity; freed from bygone technological constraints, artists are now empowered to realise visuals that closely match their original vision. The focus of artwork is shifting to explore new ideas and art styles that can allow a game to stand out from the competition. The creation of the richly inventive imagery in today's high-tech games involves a mix of traditional skills and advanced techniques.

Primal Art aims to demystify this unique vocation with a schedule of fascinating public seminars and to highlight the "state of the art" with an attention-grabbing exhibition of related work.

Seminars taking place throughout the event will give visitors an insight into creative excellence in the computer games industry from the talent behind some of the UK's top video games.

The special public exhibition during Primal Art will show off original artwork from the Primal project, together with pieces from students at top UK universities and submissions from the general public. A panel of expert judges will assess all the exhibited work for a "Best of Show" award.

Chris Sorrell, creative director at SCEE Studio Cambridge, says: "Primal Art is a world first. The crossover in creative presentation has never been so evident as it is today and never has it been so clearly manifested as it will be at the ICA. We hope that this initiative helps to inspire a new generation of talent so that video games continue to break the boundaries of imagination with compelling design and evocative imagery."

Philip Dodd, director of the ICA, says: "The ICA's delighted to be a host to such a fascinating event. It crosses the boundaries between art and technology, culture and business. It's one of the forms the future will take."

The official Primal Art website will be launched in February at

Primal - the game

Over two years in the making at the BAFTA award-winning SCEE Studio Cambridge, "Primal" is a unique and ambitious project that fuses detailed, realistic visuals and top quality audio with original game play elements, style and depth. Unprecedented production values and meticulous art-direction combine to create a compelling, original experience of dark fantasy that transcends typical videogame adventure formula. US electronic rock band 16-Volt provides a suitably atmospheric soundtrack and members of the band themselves even make a cameo appearance in the game.

"Primal" will be available from 11th April 2003 on DVD format and is compatible with the DUALSHOCK®2 analogue controller. Additional information on the title can be found at

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