This is Why Timing, Cadence, and Tempo are so Important.

OK maybe it’s just me, but the narration on this exquisitely animated piece by French motion designer and director Cyrille Smaha  just ruins the visual. It sounds like some jacked up auto tune rendition. There is no punctuation, no timing, no cadence, no flow. Everything is delivered at the exact same tempo which creates an auditory tension that completely takes away from the collage of visuals that are really quite striking in form, and movement. Watch this with the sound off first. I say off first because once you hear it, the voice over will be stuck in your head. Just watch the animation and take it in, now turn on the volume, and give it a second go. It’s jolting, and disconcerting how the audio juxtaposes itself against the visual. this might have been the intent for artistic director Roxane Lagache but it seems to break the overall experience. If you watch it a third time, pause the playback and read out loud the words on screen as you would if you were speaking them with punctuation, and normal inflection. That will make it even more apparent that the voice over is simply not working. It seems completely out of place for the Chanel brand and product line.

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