Motion Design - blog 14

It's interesting to find award winning advertisements specially from the 1980's simply because we get to see how much technology has advanced over the years and it also gives a little bit of history.

The Levi's "Working Man" ad was created in 1981 by the Foote Cone Belding/honig ad agency, which is located in San Francisco. The client for this ad was Levi's. The creativity of the ad is brilliant for several reasons. It reveals the main reason of why the first blue pair of jeans was created. The Levi's jeans were created specially for heavy duty work and the ad uses great scenes of hard working man wearing Levi's jeans. The scenes of hardworking man really show the quality of the jeans and make it clear that Levi's jeans are good for any type of job. The music has an interesting sound effect from beginning to end, which is the sound of a sledgehammer hitting metal which really goes well with what ad is trying to convey.

The ad is very old now, and that might be the reason why it is no longer located in the main web page of the Foote Cone Belding/honig ad agency.

Communications Arts Dec. 2005: pg. 99. Print.

WebsiteMain
Website

Motion Design - blog 13

Digital Domain created a an interesting car commercial. The ad is creative because it envisions what the future holds for those really enjoy driving. Drivers are the target audience. I like how the add gives the feeling of an advance car future.

Website

Motion Design - blog 12

This is another award winning commercial ad from The Bartle Bogle Hegarty firm. The Bartle Bogle Hegartyisthe is one of the world's most famous creative advertising agencies. It was founded in 1982 by John Bartle, Nigel Bogle and John Hegarty.

This ad is very creative in many ways. For years the cuddly cute teddy bears have never failed to melt the lives of young females. The teddy bear in this ad was used to express how a bear tends to be always there for young females caring for them quietly. However, the teddy bear is compared with an Alpeniliebe cholocalate filled Toffee candy who just like the teddy bear is always there quietly ready to provide the real chocolate filling that brings a smile to young females. What I like about the ad is that it seems that it uses stop motion, and this was done so carefully that it doesn't look like stop motion, the bear has great movement. The concept is clear and it obviously clarifies that Alpeniliebe cholocalate is like a teddy bear that is always there when it is mostly needed to help brighten up the day. Visit the website, the bear is well animated and its very creative to animate a bear walking through the city. It's entertaining to see how the teddy bear hides when it sees a dog.

Website

Communication Arts January/February 2010: pg. 202. Print.

Motion Design - blog 11

Bartle Bogle Hegarty is one fo the world's most famous creative advertising agencies. It was founded in 1982 by John Bartle, Nigel Bogle and John Hegarty.

This amazing TV commercial had so much creativity for many reasons. It's important to mentioned that the Brazil's economic situation hasn't been the best over the past few years. However, due to Brazil's many natural resources Brazil is till consider one of the the fast-growing markets in the world. What makes this ad stand out is the fact that the ad uses the Sugarloaf Mountain as a way to get the attention of the viewer by transforming that mountain into a giant made of stone. Alexandre Gama mentioned, “We lived with the image of having a lot of potential but not really taking advantage of all the wonderful resources we had,”. In other words, the use of a giant waking up represents Brazil, which is a country that believes that in hard times they can still make it because of all the natural resources it possesses. The words "Keep on Walking", is a call for the country to keep on focusing on its path to progress. The concept is well thought and it goes well with the Brazilian mythology of a giant who was made of stone that felt asleep which happens to be the Sugarloaf Mountain. The music for this ad was very inspiring. The rhythm and pace of the music gives the feeling of something incredible happening. The first seconds of music is simply slow piano, but later the rhythm speeds up which it goes very well with the awakening of the Sugarloaf Mountain. The music went so well with the video. This is once of the best videos I seen so far.

Website

Communication Arts January/February 2010: pg. 203. Print.

Motion Design - blog 10

The Goodby, Silverstein & Partners advertising firm created several interesting commercials for Nintendo for the Wii Fit video game. The Wii Fit is currently the third best selling console game in history, and many of the TV commercials that GSP created for Nintendo really helped make the Wii Fit video game more popular, simply because the video game promoted healthy exercise for a family from the comfort of their home.

The main goal of the ad was to capture the attention of working mothers and let them know that Wii Fit Plush is not just any type of game. Instead, the idea was to let parents know that Wii Fit Plus is healthy because it provides fitness activities that are appropriate for the entire family. I like the creativity of the ad of showing a mother with a very busy life still finding time to play Wii Fit Plus. This ad is creative because it is presented in a way that makes Wii video games not look like just being time killers and waist of time like many other games. The movement of the camera just panning from left to right revealing different day activities of a mother tends to evoke the feeling that mothers who play Wii Fit are more energetic and fit, and the music is well thought which enforces that feeling.

Communications Arts Dec. 2005: pg. 128. Print.

Website

Motion Design - blog 9

Goodby, Silverstein & Partners is an advertising agency located in San Francisco. Many of its famous clients include Comcast, Got Milk?, Frito-Lay, Nintendo, Netflix, Corona Light, and Modelo. One of GPS most well known advertisements was the TV commercial that was created for Comcast, which was an internet advertisement. The name of the ad was called, " Rabbit". Comcast is one of the biggest internet providers in America which provides brand-band internet service.

The concept of the ad is to make it clear to audience that Comcast provides one of fastest internet service in America. The concept and the creativity of the ad makes the the message very clear by announcing that Comcast internet service is more than fast. The ad is creative for many reasons. The idea came out of the line "Comcast makes fast faster." The rabbit was a good choice for the add because a rabbit is not slow in speed. However, in the ad the rabbit decides to taste a small amount of Comcast high speed internet. As soon the rabbit takes a small those of Comcast fast internet the rabbit becomes 10 times faster. The rabbit goes from fast to faster with a speed of a panther. Rabbit later gets jet turbines, which is a creative process in order to express Comcast high speed internet with powerboost. The add becomes more creative and clearer when the rabbit begins skating on ice and later doing a ski jump. The rhythm of the add starts slow in a dessert, and its not until the rabbit tries the faster internet dose that the action begins and the rabbit travels around earth even through winter conditions. The ad doesn't have music. The sound of the ad is based more on sound effects (jet turbines,wind, narrative voice) and there is no music involved.

Communications Arts Dec. 2005: pg. 128. Print.

Website

Motion Design - blog 8

F/Nazca Saatchi & Saatchi is an advertising agency in Brazil, founded in April 1994, own by the publicist and businessman Fabio Fernandes. One of his the most famous clients was Procter & Gamble where F/Nazca created a detergent commercial for Ariel. Ariel is a marketing line of laundry detergents.

The concept and goal of the commercial is to demonstrate the cleaning strength that Ariel has when it penetrates deep clothes steins with the simple act of touching them and making them look like brand new. In other words, the concept is simply that with Ariel you can restore your close and make it look like brand new. I find the commercial creative for several reasons. Many of the detergent commercials on TV usually show someone putting stein close inside a washer and later on when clothes is taken out it looks brand new. However, in this commercial the ad focuses more on how the detergent interacts with clothes in slow motion giving the audience a better idea of how Ariel works and the reasons of why it is very effective. The ad is creative because the liquid detergent is actually traveling on water looking for steins and when it finds them it quickly goes towards them and makes them disappear. The design has a nice light back ground that strengthens feeling of something clean. The idea and message is well executed and it’s also innovating by the fact that this commercial doesn’t involve people. The commercial takes a different approach by focusing more on the process of how Ariel cleans clothes by traveling under water and cleaning tough stains.

Website

Lurzer’s Int’l Archive Advertisng Worldwide Jun. 2012: Vol.3. p147. Print.

Motion Design - blog 7

Digital Domain is an American visual effects and animation company. The company was founded by film director James Cameron, Stan Winston, and Scott Ross. It is located in Venice, Los Angeles, California. The company creates innovative digital imagery for feature films, advertising and games. Digital Domains created an interesting TV commercial for one of the biggest sports worldwide, UFC. The TV commercial was named “UFC Evolution” which tells the story of how the UFC started and how it has evolved.

The concept of the UFC ad is very creative. The concept is to illustrate the UFC’s rise from the gym to the mega-stadium as a metaphor for the ascent of the sport. To accomplish this the ad shows iconic moments from real UFC matches dating back to when the sport started in 1993. The creativity of having the fighters break the gym apart as they fight does give the sense of how the sport started, which wasn’t very popular because it was only practiced inside gyms. With each tap out, punches, and kicks the strength of the fighter’s causes the concrete and the gym to fracture and crumble away. The concept of the ad shines even more when the pieces of concrete begin to clear away piece by piece, through generations of MMA gyms and fighters. These generations of MMA gyms and fighters reveal the rise of a new octagon with huge steel lighting girders that come up from the floor. The music is very inspiring, it has that high action, motiving, non-stop action feeling which tends to go along with the fighting scenes. The rhythm of the ad tends to start slow with no music, which goes with the darkness of the gym. As fighters begin to fight the music rhythm begins to pick up, and the sound effects of braking concrete really lets the scene and the design come to live. The impact of each demolishing blow is timed to the music, and the ending of the ad finishes with a new octagon filled with 120,000 fans which tells us how much the sport has grown and why UFC is the biggest growing sport worldwide.

Website
Communications Arts Jan/Feb. 2005: pg. 98. Print.

Motion Design - Blog 6

Wieden+Kennedy is an independently owned American advertising agency founded on April 1, 1982. It is best known for its work for Nike. The advertising agency was founded by Dan Wieden and David Kennedy. It is located in Portland, Oregon, and it is consider one of the largest independently owned advertising agencies in the world.

Wieden + Kennedy made an interesting ad commercial for Nike named Vapor Trail which involves the best soccer player in the world as the main character. The concept of the ad is quite simple, which is that you can be moving insanely fast on a soccer field when you are wearing Nike soccer clits. The commercial is creative because there seems to be a comparison between Cristiano Ronaldo and a tornado. Cristiano Ronaldo the Portuguese soccer player is moving so fast that he is pulling up the grass, lifting defenders into the air and taking the stadium with him as he dribbles the soccer ball. The idea is creative and humorous at the same time because there are other players holding to posts and to anything they can find so that they aren’t pulled by the tornado (Cristiano Ronaldo). The rhythm of the commercial is separated in two parts. Half of the commercial is based on slow motion which shows players flying in the air in slow motion and the stadium slowly falling apart. Once the commercial shows up the person responsible for the mass, the commercial begins playing in fast motion which adds more action to the scene. The music goes along with the rhythm of the ad. The music is Flamenco music which involves beautiful guitar playing in the background. The music starts by playing something very slow and relaxing for the slow motion part. Then the guitar music picks up to something faster and with more rhythm to go along with the fast movement of Cristiano Ronaldo. The commercial ends up by Cristiano Ronaldo scoring a goal and then the tornado begins to calm down….and people finally begin to fall down on the field. The music, concept, rhythm, and creativity of the ad are very successful.

Website

Communications Arts Dec. 2004: pg. 122. Print.

Motion Design - Blog 5

Draftfcb is one of the largest global advertising agencies. The agency came to be known as Draftfcb after the merging of Foote, Cone & Belding (FCB), and the Draft agency on 2006. However, the origins of Draftfcb date back to 1873, with the opening of Lord & Thomas ad agency. Later the Lord & Thomas ad agency later became to be known as Foote, Cone, & Belding.

One of Draftfcb popular clients was BMW where Draftfcb created a TV commercial called “BMW Challenges the Everyday.” The ad involved the new BMW 1 Series with the M sport package. The concept was that in order to escape from the monotony of everyday life the best option is to buy and drive a BMW 1 Series with the M sport package. The ad’s creativity is outstanding for several reasons. The ad was shot in the surroundings of an aircraft hangar, which brings more meaning to the concept. The aircraft hangar location tends to express how fast the car is because you only find aircraft or spacecraft inside a hanger. Aircraft is definitely the fastest way of transportation when it comes to traveling and simply having a car instead of an airplane inside a hanger does give the feeling of fast car. We always see commercials of cars driving on streets and roads, but never inside a hanger (good innovation idea). The design involves 3D type in form of stone where the BMW simply has to drive close to it in order to destroy it, and this only makes the ad’s concept stronger and motivates the audience to buy a fast car. The type involves words like boredom, routine, and monotonia (monotony) which are things you will avoid after buying a BMW 1 Series. The music used for the ad is techno music which is energetic, motivating, and goes really well the ad. Techno music is simply dance music which is used in nightclubs, and the commercial was made during night as well so the music works perfectly for the ad.

Website

Communications Arts Jan/Feb. 2005: pg. 99. Print.

Motion Design - Blog 4

Digital Domain is an American visual effects and animation company. The company was founded by film director James Cameron, Stan Winston and Scott Ross. It is located in Venice, Los Angeles, California. The company creates innovative digital imagery for feature films, advertising and games. Digital Domains created an interesting TV commercial for a very famous client, Adidas. The TV commercial was named “Unstoppable” where Tracy McGrandy is the main basketball star.

The “Unstoppable” commercial uses a combination of advanced techniques. Some of those techniques include background simulation, 3D animation & modeling, and virtual lighting. All of those techniques used is what makes this commercial look realistic but also very creative. Having 3D animated miniature helicopters throwing ropes to Tracy to stop him from playing basketball really brings action to the scene. The rhythm of the commercial (timing, speed, and action) begins to increase by adding miniature cars that get on Tracy's way, and also by having little men in white who are falling and parachuting towards his body to stop him from playing basketball. The concept is brilliant and well explained which is basically saying that as long as you are using Adidas brand (shoes, shirts) you can’t never be stop in a game. Tracy ends up by slam ducking a basketball after getting through a miniature “army” who wanted to stop him. To really show the action I like the high angle shot in the middle of the commercial, it really shows everything that is going around the basketball court and you can see the basketball star really being attacked from every angle. The low shot angle adds more action because it shows soldiers on miniature cars also throwing ropes to stop Tracy and this makes the ad even more interesting by making you feel that you are there. The low shot is also used well because it doesn’t only reveal the action on the ground but it also puts emphasis on the Adidas logo on the shoes (smart thing to do). The slow motion pace when Tracy is slam dunking the ball in the air tends to slow down the rhythm and action to get the point cross, and show what you can do if you wear Adidas. The music is based on the sound effects of the objects (helicopters, cars, parachuting air effects) which creates the “music action”. The ad is very effective and I would definitely buy Adidas over Nike. I have used Adidas shoes all my life simply because they are light and comfortable which makes me understand the commercial even more.

Website

Coyne, Patrick. “Television Commercials.” Communications Arts Dec. 2005: pg. 130. Print.

Motion Design - Blog 3

Imaginary Forces is a design firm who does commercial advertising, feature films and film marketing, television, architectural spaces, and global brands since 1996. Imaginary Forces created a TV commercial advertisement for the Reily Foods Company in a project that was called the “Blue Plate Mayonnaise – Recipe”.

The creativity of the ad of only using animated illustrations to tell viewers the story of how the Blue Plate Mayonnaise recipe was born is very entertaining. The story covers how the recipe was discovered and how it has been going around the world saving the sandwich from extinction and by improving the taste of food. I find the music, the characters, and the design in general very successful because they evoke the feeling of the 19th century. Even a scroll is used when it mentions that the recipe was discovered years later after it was invented. The introduction starts with the blue plate mayonnaise logo and the words “Legends worth spreading”. After the intro there is an interesting open curtain transition which introduces the viewer to the story. The timing of the animation and the narration are well timed which makes the story short and very clear. I believe that the target audience is both adults and children because even though the animation seems like something for kids it is still teaching adults the origin of the Mayonnaise in the U.S.

Website

Lurzer’s Int’l Archive Advertisng Worldwide Oct. 2012: Vol.5. p139. Print.

Motion Design - Blog 2

F/Nazca Saatchi & Saatchi is an advertising agency in Brazil, founded in April 1994, own by the publicist and businessman Fabio Fernandes. His most famous clients include Skol, Unibanco, Claro, Nike and Carrefour. One of F/Nazca famous TV advertisements was a commercial made for the Danish company Carlsberg Group. The name of the project was called “Latas Falantes”, which in English means “Cans that speak”. Those cans had a logo with the word Skol, which is a brand of beer made by the Danish company Carlsberg Group. Skol beer was advertised as the beer for people that like parties and excitement.

The ad is very creative and the concept is well thought. The ad involves Skol talking cans that start cheering for Brazil (soccer) when you open them. For Brazil, soccer is the heart of the planet and having cans that cheer for the Brazilian national team in signs of support makes the ad more motivating. The ad is brilliant because it starts with a soccer match between two huge rivals which are Brazil and Argentina in order to get the audience complete attention. The target audience in this ad is Brazilians who are soccer fans who are willing to do anything to see Brazil win against Argentina, and as result they are buying Skol can beers. The ad is creative because it involves a beer that it is being interviewed with a microphone that explains how far Skol beer cans are willing to go in order to see Brazil win the world cup. The innovation on this ad by animating a talking beer so that it can tell a story is very different than other ads where a human does all the story telling and acting. However, on this ad an object is the center of attention not a person, which is a different approach to do advertisements. Something that also helps make this ad successful is the music used. The music has a fast pace rhythm which makes it sound energetic and also brings an exciting feel to the ad, after all, who wouldn’t get excited for a world cup especially when it’s only celebrated every 4 years.

Website

Lurzer’s Int’l Archive Advertisng Worldwide Jun. 2012: Vol.3. p148. Print.

Motion Design - Blog 1

TM Advertising is an advertising agency headquartered in Dallas, Texas. TM Advertising created an effect advertisement for the Best Friends Animal society organization in a project called Fix at Four. These add was made to encourage all pet owners to have their furry friends spayed or neutered by four months of age.

The images of adorable rescue animals at the beginning of the advertisement was brilliant, it was a perfect way to reach the target audience which is pet owners. The ad starts with fast cut transitions from one pet to the other. The consecutive scenes of playful “adorable” animals as an intro was definitely a touching way to try to make pet owners think and care more about their pets. The animated kinetic typography starts with big size numbers flying out from the left side of the canvas pushing the cat out of the scene. This was interesting because after seeing the first text going from right to left you begin see cats playing with moving 3D text. Having important key words or key numbers such as 70,000 to show how many cats are born each year in the U.S gets your attention not only because of its large size, but because of its 3D dimensions. The typeface is very visible, readable and eye catching. The ad later on mentions that half all the cats born are accidents and many of those cats end up being killed in shelters every year. Another large number (4) is introduced and helps put emphasis on the importance of spaying and neutering you pets at the age of four to prevent cat pregnancies. The last frame is an invitation for pets owners to get involve in saving cats life’s by fixing their pets at four. The fast moving of text was a great use motion design. The Dynamic typography tents to energize the designs and communicate the importance of the message. Here is a link if you want to see the video.
Website
Website (this one looks better)

Patrick, Lane. “Business and Career Annual.” How Nov. 2012: p31. Print.