THE BRIEF: design, plan and shoot a motion graphics sequence, using appropriate motion graphics and video compositing techniques. The sequence must be a minimum of 15 seconds long.
This is a 2D motion graphics animation. The company that uploaded this animation is called 'Everpix', and this is the only piece that they have done. The company is all about organizing your photos, using different algorithms and camera analyzing software to sort your photos into groups. The beginning of the video starts off with cameras, evolving into a more advanced camera, until eventually getting too a smart phone. This shows the audience that technology is ever changing and soon there will be more ways to take pictures of objects, and new ways to display them. The Next part of the animation shows other various types of technology and social media surrounding Everpix logo. The logo symbolizes the population, because near enough everyone on earth is surrounded by technology. This animation is all about photos and images that people have took, and different ways of viewing them, and possibly editing them. The main point of this video, is about posting images using social media and online services. Using these, people can contact family and friends. The smartphone at the start of the animation contains a very small bevel around the edge, which makes the phone seem thicker, which also makes the phone look 3D.
The colour pallette for this motion graphics are; pink, orange, yellow and red, with white, black and a lot of dark grey. They use the orange a lot in the animation for the photos and some parts of the technology. They use a gradient in the 'Everpix' logo which contains red/pink, orange and yellow. These four colours are very warm, they make the viewer feel comfortable. The animation uses a dark grey background for the first 20 seconds. This is because anything on top of the dark grey will stand out easier because most of the cameras and photos all use brighter colours, like white and orange. However, when the background changes to a more lighter colour like a light orange, the photos will no longer stand out, instead they blend in which means the animators needed to do something that meant they would be easy to see. So they added a white outline around each of the photos. They also used white typography during the time that the background was a light orange. They colour each photo differently to show that each of the photos are different. Finally, at the end of the animation, they have their company name on top of the gradient style background(pink/red, orange and yellow). The company name is in white and is made of big bold letters, which makes the name stand out from everything else. They also added a drop shadow to the typography so that it looks 3D and it is off the screen.
The animation not having motion blurs, doesn't make it realistic. They've probably done this to make the animation more cartoonistic. The motion being smooth and it not having motion blur, make the animation look a lot cleaner. This is another thing that make the animation look more aesthetically pleasing and pleasant to watch. The design choice is very simple, very little colors, no shading with block colors. However, there are some gradients, in the Everpix logo, and the screens on the PC and phones and other technology. I think the animation is simple, because the company want a wide range of people to use the software. If it was too dark certain people might not like it, if it was too pointy and/or a lot of complex shapes, people might not find it as appealing as it is with basic shapes and colors.
My personal thoughts on this animation are that I think it has good transitions and a good use of colour. I like the transition because they make it look a lot more professional, I also think having good transition can make it easy to follow the animation and what the animation is saying. I like the use of colour because they have used the same colour pallet throughout the animation, with exceptions to black and white, and some dark grey areas. I think this animation gets its point across because it uses a lot of visual aids to help people understand what the software is all about , which makes it easy for different kinds of people to understand. This animation doesn't particularly have a target audience, it is however mainly aimed at family because of the amount of photos they take when on holiday. Or it could just be fore someone who has collected a lot of photos over a long period of time that needs them sorting through. Overall, it's aimed at someone who takes a lot of photos, who doesn't have time to organise them. I think having a shadow below the cameras at the start of the animation makes the camera seem separate from the animation, which gives the animation a 3 Dimensional feel. You could say that at the start of the animation, each of the cameras is morphing into the next, which is another contributing factor as to why the transitions ion this animation looked so smooth.
The content in this video is about a film, in which everyone has the ability to fight amazingly. Due to this, whenever someone gets hit, comical words will appear around them like; KAPOW and THONK. They also appear in everyday situations like when a phone rings, or when the doorbell goes. The point in this motion graphics is to give a comical aspect to the film. Doing this makes it more funny because at some points the fight scene freezes and you get to see what facial expressions people are pulling. Adding the comical words into the film also exaggerates the fight scenes, which is also something that makes the animation a lot funnier.
The colour pallet for the motion graphics is a large mix, a lot of blue and red, some light pink and a lot of black and white text, which I think personally stands out in most frames. The shapes of the lettering vary on what scenario it is, if it is a happy moment, then the letters might have curved corners which makes it less threatening, whereas if it is a more serious occasion, then the lettering might have more sharper corners to appear more threatening. Almost all the letters are moving from the background into the foreground which shows perspective. There is a lot of motion in the animations, none of the words are standing still, and if they are staying in the same spot they may be using position tweening. Having the animations fade in and then fade out makes it look a lot more clean, and it makes the animations flow a lot more, I also think this makes it seem more comical. There is a lot of motion blur in the animations because they are moving fairly fast, and also because if they staring moving in the background and move into the foreground, the ones at the back should be blurred to show perspective. When the words start to fade in, you could count that as motion blue because the fade is at the back which makes it seem like it is moving. When every there is movement words or letters there is always motion blur. The first clip in the video contains a lot of motion blur because they're moving so fast. Also, whenever there is motion graphics on the screen, they can't just disappear suddenly, they need to fade out, slowly changing the opacity down to 0%. This just makes it look more comical than them suddenly disappearing.
I think the motion has been designed the way it has been because not having the words move around a lot make it easy to read. And if the words are moving fast, the frame freezes and the word stands still so you can read it. The meaning behind the design choice is very comical, having the words at perspectives and having words move around gives it a very comical aspect. The letters in the words aren't all the same shape and size, this being another reason for it looking comical. When I watch the film, or watch the motion graphics, I think it makes me feel involved with the characters, and I also feel excited because it is like a real life comic book. Right before they go on stage to perform, another group is playing before them. The guitarist is making 'D's appear from his guitar because he is playing so well. Whilst this is happening, the camera pans around so you can see Scott Pilgrim and his friends backstage. Whilst the camera is panning around, the motion graphics are still taking place, they adapt to the perspective at which we are viewing them.
My personal thoughts on this motion graphic are that it has elements of video games and comic books. The main thing I like about this is that you can exaggerate how people are feeling though visuals on the screen. For example, when the band is playing, a man starts getting annoyed, and everything that he is saying is appearing on screen, this exaggerates his feelings so people can better understand how he is feeling. This could also be interpreted as being pointless, because we don't need to have the words on the screen when we can hear the tone of his voice. Another big thing which I like about the graphics is that whenever there is a sound, that sound appears on screen in text. This is something that makes it even more comical as sounds aren't in comic books, only words. There is a lot of onomatopoeia in Scott Pilgrim because whenever there is some noise of significance, that noise appears as a word on screen, right next to the actor, or right next to where the noise is originating from. I really like the scene when they're at the bar and his girlfriend is with him. She is shocked at something he said, but instead of having he make an angry face, the animators decided to animate one on top of her face. But to do this they didn't just make it appear, they had someone walk in front of the camera as if it was a scene transition and then she had an animated face until the scene end 3 seconds later. I think this is one of the best transitions in the video.
The content in this video is like a production of a logo. The animator uses geometric shapes to make it seem mechanical and robotic, even though there are still curved sides. The animator did this to make the animation stand out from others. The fast paced transitions to each letter flow immensely well, which makes to animation easy to follow. However some people won't like the fast transitions because they are quite hard to keep up with. The animators name is Sander van Dijk and he has done a lot of animations a few tutorials. They do a lot of company animations, and some adverts, and some he made for educational purposes. He is a well respected animator who has his own website and business. The point of the motion graphic is to advertise the company, 'BUCK' whilst also making the animator well know for creating such an amazing animation.
This animation uses various amounts of colour. The lines start off white, and gradually, one by one start to change into different colors as they're moving. These colours consist of pinks, blues, yellow and reds. The animation ends with all the lines making up letters and the logo all being purple. All the lines make up the letters using triangles and curved lines. The lines don't make the letters look like they do normally, they make the letters look different, but still recognizable. The motion in this animation is really fast, however, the animating is still very smooth, and the transitions from each letter are really smooth as well, which makes the animation nice to watch. The colour purple connotes royalty, which could symbolize how well established the company is. This could also mean that they have a lot of money and resources at their disposal, which means they can create animations and graphics that other companies might not.
The company being based around design, they would have to have a good logo, and a good array of animations and images to show. I think the motion has been designed the way it has been because, it makes people want to watch it again and again because of how fast it is. I think having the lines make up the letters using geometric shapes makes the animation look more complex and professional, which leads me to believe that the company that made this animation is also a very professional company. It's quite satisfying watching this animation because of how well the animation flows and how smooth the transitions are. I think the animator made it look mechanical to show that the company is a new company with up to date technology. Also, because the transitions are fast, this could mean that the company works particularly fast when designing something for the customer.
My personal thoughts on this animation are that it is very clean. The transitions are very smooth and flow nicely between shapes. I also like the color scheme as well; solid colors with white outlines. And to finish the animation off, the text finishes in a purple color. I also like how the letters are each made up of lines and not just generic letters out of illustrator or word. Because the letters are made up of different lines and curves, it almost gives the name a geometric feeling to it, which some people like. I also like how professional the logo is, for a design/animation company, their own animations should be perfect and flawless.
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