Firefly – The Evolution of Fire Event
Already at the forefront of vaporizer technology, the team at Firefly continues to innovate with the release of “The Evolution of Fire: Part 1,” a “motion light painting” that is out of this world. Created by artists Toshi Anders Hoo and Eric Freeman, the piece is the first in a four part series that seeks to strengthen the community through an ongoing collaboration between local artists and the Firefly team. Firefly held a launch party recently at the San Francisco art and music venue Public Works to show the short film.
“‘Fueled by Firefly’ is a wider campaign. As we’re seeing it, this piece tonight is the first in a series of works that we will produce in collaboration with artists who we think are doing really innovative works,” Sasha Robinson, co-founder of Firefly told Socialunderground.com “At the base of it, we see ourselves as an innovation company. And as innovators and thinkers, we get inspired by the community around us. There’s ideas floating all around us all the time. And when you go see art, it actually creates bigger ideas inside me and inside each other. It’s inspiring. So it’s about finding artists who inspire us and we want to share their work. And then also working with them to create new content that actually interacts with us and our message. And it’s not about just a pure sales kind of thing at all. It’s really about a community effort to share ideas and share work that helps inspire others.”
Vaporization has revolutionized the tobacco industry. From e-cigs to personally modified vapes, the act of heating plant material and inhaling the byproduct has come a long way. “The Evolution of Fire: Part 1” reflects that journey.
“The piece that Toshi and Eric created speaks to the evolution of how learn to use energy,” Firefly co-founder Mark Williams told Socialunderground.com. “Fire is a form of energy, right? Fire is an energy release. Vaporizing is one technology of it. Now it’s battery powered with a heating thing. Now it’s a little more sophisticated, a little less damaging, a little less destructive. And there are many other levels of energy, personally, psychically, technologically, that we keep coming up into. It’s a fascinating process. I’m endlessly fascinated by it. And it’s great to have a piece that helps to [reflect that].”
In a joint artist statement available on thefirefly.com, Freeman and Anders Hoo said “It is impossible to understand human development without also understanding the evolution of our relationship with fire. Fire has been a critical influence in the emergence of human behavior, technology and culture that has set us apart from all other life forms on earth.
“Recent discoveries suggest that humans have been using fire as a tool for over one million years. The taming of fire allowed our ancestors to stay warm, cook food, ward off predators and venture into harsh environments. Fire has allowed us to manipulate and navigate the world around us in ways that no other species has been able to achieve. In more recent times, highly controlled forms of fire have powered the transportation, communication and technologies of our modern world.”
If the goal of the “Fueled by Firefly” campaign is to bring a wide cross section of doers and dreamers together, this felt like a successful first step. The capacity turnout was a cross section of artists, technologists, business people, and friends of the Fireflyers. The live music original and danceable. And after showing the film and explaining their process, Freeman, Toshi and their “light ninja” assistants did light paintings of every guest in the house. The hope is for this art series to spark productive ideas. In doing so, a city that feels at times divided between art and technology might find a kind of reconciliation. At the very least, it’ll produce more enjoyable evenings such as this.
Without further ado, “The Evolution of Fire: Part 1” (Note: Watch it in fullscreen to get the full HD splendor of this piece).