Most of the time when you see a well produced TV spot, you don’t think about what it takes to pull it off. The visuals are engaging and you are entertained for 30 seconds and you move on. Recently Motel 6 launched a new spot “Room to Room”. The live action spot is deceptively complex, the previsualization video showing the making of shows just how complex, and how well thought out this spot is. The blend of Live action and post VFX work is really well done, and goes to show how much went into the production of this spot for Motel 6’s 50th anniversary. Directed by King & Country the spot was designed to highlight renovations without appearing to intrusive to guests. To pull it off King & Country uses a series of “in-the-nick-of-time’ gags” to keep things visually interesting and engaging. The characters are oblivious to the changes as the camera catches them happening right before they interact with the rooms, so we don’t give the impression that renovations are ongoing. This shows off all that a full-service studio does, from concepting and planning, directing and editorial, to animation, VFX and finishing.
One of the biggest components to any video, or film is sound. We often take it for granted, because we are so lost in the visuals, but good sound design can make or break a piece. The video below is a perfect example of this. The video from Tim Lingard for SoM is an impressive mesh of audio that completely compliments the video. The second clip shows you how the audio was created which is equally impressive.
Already sick of holiday shopping, the endless garage of spam emails trying to get you to buy more crap, pumpkin spiced this and that, and holiday commercials? I know I am. I did all my shopping online a month ago, and am hiding out in a warm place until January 4th.
If you’re looking for a break from the Christmas Consumer Crush, look no further. Below is a short film from Tony Zhou on Buster Keaton, and how his silent film work from a century ago continues to influence film makers today.
Do yourself a favor, put the plastic back in your wallet and take a few minutes to watch this. Better yet, watch this, then jump over to Vimeo to see all of Tony’s films.
“Before Edgar Wright and Wes Anderson, before Chuck Jones and Jackie Chan, there was Buster Keaton, one of the founding fathers of visual comedy. And nearly 100 years after he first appeared onscreen, we’re still learning from him. Today, i’d like to talk about the artistry (and the thinking) behind his gags. Press the CC button to see the names of the films.”
Kinetic Type animations are one of those things that just keeping popping back into play on the old TV set. Just about the time you think it’s died and gone away, here comes another regional ad but with a kinetic type template bought on Video Hive and repurposed. One spot though that has been making the rounds is for CMT Music from Superestudio. I like it because the crew that put it together pushed the style to a higher level. They introduce animated grids and blocks that frame the type as well as the video subject matter, instead of the typical flipping and rotating text timed to a voice over. The whole look is spot on with a bold color pallet, nice visuals, solid editing, and great timing. Next time someone asks you to create a piece and they show you a typical kinetic type spot, point them to this and tell them you’d like to try something that looks a little different.
The purpose of advertising is to get you to do something. Buy it, click on it, engage with it, remember it etc. The video below form NVIDIA got me to do a couple of those things. I’m going to remember the brand, I clicked through to find out more about the product, and the ad kept me engaged all the way to the end when I got the pay off. With that said I have to admit I was confused for most of this spot. Intrigued, but confused. I saw product placement throughout, but I actually thought this was for a new Xbox. Why? because this was sent to me, and I took it out of context from the NVIDIA YouTube Channel.
For a company that has built it’s brand on building video cards for gaming computers, and CGI workstations I am now left wondering how much of this is real, and how much is CGI. I know the cat didn’t actually go with him. I know it looks like the real deal, except I kept wondering how they kept the platform level for so much of the free fall. It doesn’t matter I guess. I clicked through to the NVIDIA Shield site to check things out and find out more about the product, which by the way, doesn’t offer anything so unique that I would switch from using my Apple TV and Airplay to sling content from my iPad and Macbook to the TV screen.
It’s still a fun add and website though. And for the record, the more I watch this, the more I think it’s real footage.
It’s the middle of the week, and I have spent the last 2 days looking for inspiration for a project I am working on. This afternoon while trolling Vimeo, I came across this short film for the Van Gogh Museum directed by Tom Geraedts. It’s a great concept and really fun to watch. Now I just wish I had the time and resources to go see the Munch exhibit in Amsterdam.
Sometimes the simplest looking things, can be the most complex to produce. The video below is one of them. This features a blend of live action, animation, and stop motion, but the real magic is the seamless editing that took place to pull this off. This TV commercial is for Antartik, a new line of notebooks for Liderpapel. Directed and animated by Lucas Zanotto for BBDO and Passion Pictures London it really demonstrates the attention to detail and craft need to pull this off. There is no mention of an editor in the Vimeo credits so I’m going to assume it is Zanotto. After you watch it, do yourself a favor and scrub the through the video to see the change points.