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.

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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.

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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.

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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.

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