3D CGI in Film

In the 3D modeling course I took last semester, we spent a few weeks discussing the topic of 3D animation and how it could be used in a variety of mediums. We started this discussion by looking at some of the oldest examples of computer-generated 3D animation in film, and how different filmmakers have used the tool differently from back then to now. One particular milestone that I found interesting was that the first fully 3D rendered and animated sequence in any full length film premiered back in 1982 as part of Star Trek II: The Wrath of Khan. The sequence depicted a simulation of a device which could change any lifeless environment into a habitable one, and was it was created by the group that would end up becoming Pixar a few years later. Most blockbuster films nowadays are filled to the brim with 3D graphics and sequences that sometimes seem to blend in almost seamlessly with whatever live action performance is also part of the shot (or constitute the entirety of any number of shots), especially those films in the science fiction or fantasy genre, and I thought it was fascinating to see where the use of those graphics to that scale in that medium first debuted.

I've attached the clip from the movie here. Sorry for the bad quality. It was the only one I could find.

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.