September Three for All: Ideas, Trends, and Inspiration
Sep 11, 2012
There is so much amazing work out there right now it is hard just to pick three pieces to show you all. Our pieces this month range from the minimal to the intricate in order to show how choosing the right method is just as important as the message. Let’s go.
First, the minimal logo animation in this piece is wonderful. Importantly they cut off the beginning of the logo animation coming on screen – this sends the message that they are one step ahead… that Everyblock is greeting you first. This idea sets the tone for the entire piece. Furthermore, the use of the highlight on the text greatly increases this conversational tone, and encourages you to read along with the VO.
While this animation comes from a long line of animations made to promote an app or a spiffy new website, it is rare to see one stand out above the rest. The use of transition is important for these types of animations. While it is easy to ignore, putting the effort in helps the viewer visually and mentally move from one idea to another. This is especially important when you’re trying to convey a lot of information in a short amount of time. Finally, the simplified color pallet and icon design maintains the brand and helps connect the viewer to the website.
Snowflake & Sun
What is great about this piece is how the product itself is transformed in order to communicate its own features. By avoiding the cliché metaphors for cold and heat, this piece communicates on a new level. Applying this mindset to other product-based advertisements could produce some really engaging results. Taking the mundane and turning it into the unexpected is a great way to capture your audience.
The first thing that sets the tone for this piece is the music. The quick cuts and movements coincide with the music perfectly. The video shows how quickly you can move from one element to another, yet still retain your audience. The juxtaposition of words and imagery really helps set the pace. The unexpected shifts, and the misaligned end title truly represent the idea of going against the grain. What truly makes this piece shine: the fact that in the video itself also resonates the title “Iconoclasts”.
Stay tuned for next month; we have some really great things lined up. If you missed out last month check it out here:
My passion for design was forged from LEGO’s, a $2 VHS camera, and the desire to never have a real summer job. I have always found myself at the intersection of hard work and creativity. In High School that meant splitting time in both the football stadium and the theatre department. In College, that meant staying up 72 hours straight to finish a design project. Today I apply that same passion to creatively solving problems with the utmost accountability. As a designer, visual thinker, and creator I work with a love for all forms of visual communication. Creating work that is both technically and creatively strong is central to my process here at Centerline. Aside from motion design and advertising, I enjoy music, the outdoors, and a good book. I constantly strive to evoke thought, create change, and spark emotion not only in my work, but in my life as well.