Thursday, April 23, 2015

Audi - Shapeshifter

Over the course of the semester, we have learned varying techniques in After Effects such as motion tracking, compositing, and particles. The tutorials offered by Video Copilot have really served as useful resources from the start to finish of a composition. But, after seeing some of the animation he did for Star Trek's opening title sequence, my eyes were stretched wide open to the endless possibilities in motion graphics and animation. I started doing some research into advertising and how companies actively utilize motion graphics to promote their products. After searching throughout various video sites such as YouTube and Vimeo, I wasn't surprised to find that companies that produced more expensive products (and therefore acquired greater revenues) had the ability to reach out to motion graphics companies to better promote their merchandise. One of the greatest commercials, from what I could find, that incorporated as many aspects of techniques that we've learned in class was the Audi Shapeshifter commercial from 2011.

While the video is 4 years old, it's stylistic approach to graphical design, cohesive transitions, and intense particle construction make the technical aspect of this commercial relevant to similar productions today. Even though the commercial stresses the car's versatility and freedom to adhere to any circumstance, it presents the argument that it be able to out-preform and outlast the competition. Motion graphics and animation don't just focus on technical design; there is always a story to be told. Audi's Shapeshifter commercial was able to successfully entice viewers in a little over two minutes.

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