Advertising

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.

Flattr Plus

I was originally going to post about the animation in the video below, but after digging into what Flattr Plus is about things kind of morphed. First off the animation from Sebastianbap is really quite nice. the video is made up of simple shapes and a storyline that keeps you interested as you build to the payoff. The payoff is for a new company that lets you fund content you care about, rather than having web pages crammed full of ads. Frankly I see this as the future of the internet. As ad blocking increases, content providers have to figure out new ways to keep the lights on. Web advertising has always had horrible returns. Banner ads have abysmal clickthrough rates,  modal popup windows are annoying as all hell and every bit as ineffective, so what is a content provider to do? Turn to something like Flattr Plus  would be a good start.

Lets all call Sweden and ask them something.

I’ve always wanted to go to Sweden, and since my passport just got renewed I might have to start planning a trip. So, what to do in Sweden? Where to go? What to see? What should I pack? Are they on the Euro? So many questions, and now I can get answers.  How? By calling Sweden and talking to a Swede.

This has got to be one of the better tourism ad campaigns to surface in quite some time. No cheesy landscape shots with beautiful people doing all sorts of touristy things. With this campaign you can really call Sweden, and speak to a real Swede and ask them anything you want about their country. I know what I’ll be doing this weekend. I’m going to call Sweden and ask them anything and everything I can think of. Wanna ask Sweden something yourself? You can do it right here at Sweden’s dedicated Swedish Number website.

A Royal Rumble Carved from Stone. Well Sort Of.

The video below took a year to complete. Hyperrealistic statuettes of wrestling talent were hand sculpted in Maya and later shaded to look like marble. if you count the number of figures and then combine it with the environment they are placed in you’ll understand why. This is an enormous project for any team to tackle, but the end result is one solid promotion for Royal Rumble.

The Royal Rumble spot is a reimagined and rebranded rethink, conceptualized from the ground up to showcase one of the big four events that WWE produces throughout the year. It is a retelling of the storied past and grand moments from events past and those yet to be written. Perfectly paced, with a solid script and voice over the visuals hook you and pull you into the spot.

“Labored on over the course of a year, hyperrealistic statuettes of wrestling talent were hand sculpted and then later shaded to look like marble in Maya. An enormous and detailed tableau provides the backdrop for the reimagining, referencing structures from ancient kings on the left and progressing to more modern structures that nod towards the robber barons of the industrial revolution. A leitmotif of ornamental detailing weaves itself throughout the piece creating a cohesion that culminates with the apex, a ring that all the competitors aspire to conquer.”

VP Production & Graphics | Chris Siciliano
Senior Managing Director | Kevin Callahan

Art Director | Jacques Broquard

Set Supervisor & Designer | Gib Patterson
Modeler | Jeff Lee

Lead Character Sculptor | Hossein Diba
Character Sculptor | Ebrahim Diba
Character Sculptor | Daniel Peteuil
Character Supervisor | Sean Thorpe

Animation TD | Matthew Thurber
Character Animator | Cilian Tung
Motion Graphics Animator | David Durand
Rigger | Hayden McGowan

Lighting TD | Matthew Gleason
Lighter & Compositor | Paul Wei
Lighter & Compositor | Jason Garrison

 

 

Loss of Control.

I used to own a motorcycle and ride on a regular basis. It’s been years though since I have. As a former owner and rider I am keenly aware of motorcycles when I am out driving in my car, and do my best to keep a safe distance and take added road safety measures. Unfortunately not everyone does though. The PSA below doesn’t involve a motorcycle and a car, but it does show the dangers that motorcyclist encounter, and does an epic job of driving home the potential outcome of an accident. Produced by QUAD productions for La Chose, director Bruno Aveillan, QUAD, and post production house FIX Studio have created a powerful spot. The voice over anchors the message and drives it home as the 60 second spot draws to a close. And as heavy as the message is, this has a fabulous visual look to it. The post production work is so solid, and all of it helps pull this together. 

M4 Factory Trailer.

The video below shows how post production can make a video. Directed by Allesandro Pacciani this spot for BMW’s M4 is a masterful blend of live action shots, post production CG, clever editing, and sound design. The M4 was shot on a racetrack that had been specially prepared for the shoot. The environment is a refinery is all fake 3D modeling that  is highly detailed and filled with hundreds of CG lights. The lights had to be mapped and rendered on to the car in post, the track had to be stripped away and replaced in post, and the entire piece had to be finished in a way that feels real. The result is a spectacular 30 second spot for BMW. Pacciani has created a dark and moody spot that highlights the performance of the M4 as it navigates through a foggy, mysterious environment, all in a 21 x 9 aspect ratio for cinematic effect.

At the beginning of the spot there is a clever tag, “This content is Rated M”  appealing to those who know BMW. There spot is steeped in BMW’s racing heritage which helps sells the power of the car to the intended audience. There is a video game quality to this that will appeal to a younger audience that aspires to own an M4 as well as an established audience that still plays games like Forza and can afford the car now. Solid advertising without the need for a single voice over or hard sell line.

Put Your Happy Goggles On.

Pretty much everyone knows what a McDonald’s Happy Meal is. What most people don’t know is, while he didn’t invent the concept, Bob Bernstein of Bernstein Rein advertising in Kansas City polished the concept into what it became. That however has little to do with this post. The video below is for “Happy Goggles” McDonald’s foray into the world of VR and an attempt to sell more Happy Meals. The concept is pretty straight forward, the box has a lens kit instead of a toy. The box becomes the viewer, that your kids use to interact with a game designed for McDonalds. Right now it is being tested in Sweden, but I have a feeling they will roll this out worldwide if it shows any kind of success. The link to the website above goes to a fairly slick site that explains how it works and shows the game in action.