The teams at Mirada and Wongdoody have created an animated spot for the new Amazon Kindle Voyage. Playing off of the ink on paper experience of a real book, they have created an animated origami technique that is used through out the spot. The paper folds and bends as pages turn out of the device creating a world unique to Kindle. This spot feature a great script as well that enhances the animated components. Really nice, work with a really fresh approach.
Amazon has been promoting it’s Paperwhite Kindle with some pretty fun advertising locally, but this spot for China is really fun. Below are two videos. The first features two separate spots for the device, the second is the making of video. I love watching the first one, but I am completely fascinated by the second which shows all the preproduction work that went into making these 30 second shorts. No stop motion, all live action and post production animation, with a ton of wire removal and painting out of specific sections of each frame. I have no idea how much time was spent in post on this but I’m pretty sure “quite a bit” is an understatement.