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.
They say practice makes perfect, and I have to agree with that. If you want to master something, it requires time and effort to refine your skills. Somethings require more than others and the video below is a prime example of someone who has polished their skills and continues to refine them. This fun little animation by Jordan Coelho was created as a “practice piece to explore and animate a style with simple shapes, and train myself.” Nice work Jordan, I think the training is paying off quite well. The video has a nice look to it. The timing is spot on with a solid use realistic fall off and elasticity. The sound design works with the elements on stage and it keeps your audience engaged. I think this guy might have a career in animation ahead of him.
If you work with video, animation, or motion graphics for advertising, or promotional materials you should probably start thinking heavily about mobile outlets and how you will deliver content. Case in point, the video below from MNSTR for Lacoste and the Australian Open. This video showcases the work MNSTR created specifically for the small screen, and even more specifically for the short time frame, touch points like Instagram and Snapchat require. Simple, short, colorful animations paired with high quality sound design help to make these work. MNSTR did their homework and got their heads wrapped around the space these would presented in and pulled it off. This series of short animations were dribbled out over the two week event helping to extend the total reach of Lacoste’s efforts.
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.
Sometimes you need to stop and watch something fun. Not only is this a blast to listen to, but the visuals are great as well. And it really is a lot of fun. Makes me want to go back to Vancouver for vacation.
Last week the Blend festival in Vancouver kicked off, and this animated short from the BUCK team in Sydney opened the show. Created by Gareth O’Brien and featuring childlike crazy 8 bit music and sound design from Antfood the video is a great play on words. The BUCK team were inspired by their friends at Wine after Coffee who gave them the theme: Blend. Blend they do.
Brilliant animation, amazing style and look, great script, killer sound design and audio. Seriously solid work by Toronto based designer and art director Andrew Vucko on originality and creativity. The precision of the timing in this animated short is exquisite. It is so fluid, with perfect easing, and momentum that works with a series of quotes from some of histories most creative minds: Woodrow, Wilson, Pablo Picasso, Dieter Rams, etc. all of which is distilled into a single narrative that defines what it means to be original.
Direction/Design/Animation: Andrew Vucko
Sound Design & Music: CypherAudio
Production/Direction/Mix: John Black
Composers: Tobias Norberg, John Black
Sound Design: Jeff Moberg, John Black
Voiceover: Chris Kalhoon