Peel Away the Layers

For this fun and fruity commercial, Imaginary Forces teamed up with Yoplait Yogurt for their promotional advertisement. Yoplait advertises fresh, healthy, and real fruit. Imaginary Forces did just that. Although it seems literal, the commercial was successful in promoting the healthy yogurt. It is bright, inviting, and looks delicious. The graphics clearly make up the entire commercial. The use of different fruit illustrated the wide variety of flavor that Yoplait has to offer. Each piece of fruit has it's distinct characteristics. My favorite touch was the dew on the fruit. It created the feel of fresh fruit that was just grown. Compared to the grease of fast food and processed foods, this commercial complimented the yogurt by proving it is all natural. Also, I enjoyed the realism of the fruit. Everything seemed so real.

Likewise, the color scheme added to the friendly atmosphere. The use of sunshine yellow, fresh grass, and the baby blue sky showed the beauty of nature and what it provides. The use of warm colors

created a colorful and bright tone to the commercial.

My favorite element is the use of textures. To me, the grass looks so real because of each individual, unique strand. Likewise, the peach has it's hair while the pineapple has its spikes. I loved the use of realism in combination with fantasy. It is almost too perfect, but maybe Yoplait is..

The transitions were smooth but different for each piece of fruit. The peach peeled open from the stem, others crack open, or horizontally peel away. Lastly, the yogurt grows from the kiwi and blossoms.

The theme of the commercial is very inviting to the viewer. The music and friendly tone create a calm, but sweet atmosphere. I think the Yoplait commercial was bright and successful!

USA: Character Driven

As a faithful audience member to the “USA” Network, I immediately chose this network branding by Imaginary Forces. With a clever logo, the network is home to diverse characters. Series such as “Law and Order” and “Monk” each bring personal, yet dynamic personalities to the network. Imaginary Forces wanted to stay true to the “characters welcome” slogan and strived to “find a way to visually embody the network’s commitment to a character-driven identity” (Imaginary Forces).

The network branding consists of footage from their series and text. There is no motion graphics expect for the transition of the texts and transition of footage. However, the simplicity with the movements of the words makes the branding brilliant.

By unifying all of the characters with the brand name, the characters and the network are defined as one. However, I really like how each show is introduced with their specific logo. For example, when “Monk” is being promoted, their specific logo is used in context with “USA.” I thought this was a great touch because although the series are promoting the network, they each contain their own individual trademark.

The text clearly made the branding have personality. When the eye appears, it fades into focus, when the dog pants the text copies. I loved this small accent to the video.

The transitions of the video are sharp and clean and correspond with the music. It transitions from show to show to show. I liked the simplicity of the video and the power of the shows.

Nurse Jackie... it's Showtime!

The ever so popular "Showtime" Network unveils yet another hit series: "Nurse Jackie." The

show is said to be "E.R." but dramatic, touching, and hilarious. After reading several reviews, I found the audience truly connected with Edie Falco's character, Jackie.

Imaginary Forces took on the role of the opening credits. I feel they accomplished the look and feel of the show in the rather short sequence.

With my experience of creating an opening sequence, I thought it had to be long and complex. However, this sequence was short, somewhat simple, and effective. The video had strong, realistic graphics, clean transitions, and clever footage.

I loved the simplicity of the graphics. Everything that was used is part of her. For example, her ring and necklace are elements that are symbolize her character. As well as the pills and worker i.d. card.

All of the objects could not have worked without the help of motion. Imaginary Forces used slow motion and short, fast movements in the titles. It was as if the objects were floating in space the way the moved. She was the gravitational pull that attracted all of the objects to her. They all belonged to her. A part of her.

My other favorite element was the footage and how it was used. Edie Falco did an amazing job interacting with the camera. When she is opening the medicine cabinet, it is as if she is opening her life and her story to the audience. Nurse Jackie constantly interacts with the camera by glimpsing and even smirking. The camera focuses on certain aspects by using layers. The foreground is in clear

vision while the background is blurred and somewhat faded. Although I have yet to see the show (which now I really want to!) I feel like I understand her character.

Lastly, I believe the color range and the music are the last two elements to pull this drama together. The colors remind me of doctors offices (white walls, clean colors, with blue scrubs). However, the red pills, the coffee spilling, and the black text brought a dramatic edge feel to the credits. I believe it is her own version of

nursing. She makes it different. Likewise, the music is clean but adds suspense and the tone picking up at the end adds emphasis to her character.

I really enjoyed the "Nurse Jackie" opening credits, especially how it began with her opening the medicine cabinet and ended with her closing it. I am not inspired to watch the show!

Rounding Up TNT

TNT is known for their hit shows such as “Saving Grace” and “

The Closer.” However, as an aspiring graphic designer, I credit them for their motion graphics. Troika succeeds in gathering the network’s shows in a collection of network branding.

The storyline is very simple, yet impactful. The promotion “circles” each character set from the particular shows. Each set holds their own personal identity such as “Hawthorne” in her medical lab coats. Also, each round of shows has their distinct logo.

TNT Network is an explosion of drama. With their firey logo, the branding is able to link between each dramatic show and emphasize the characters with the streams of light. The color palette enables the gold

to distinctly pop with contrast. The deep blues and reds put focus on the exploding particles drifting behind the light.

Likewise, the transitions are seamless and powerful. Each show has their distinct, individual identity. In the beginning, they are each specifically introduced by character and then linked throughout the branding

by the light.

Although the animation is similar throughout the branding, it succesful in bringing the TNT logo to the show identity as well. It is a swooping light that circles the protagonists. It has a glow and sharp movements to it. I thought it illustrated the brilliance of drama.

Lastly, the music ties all of the elements together. It is strong and bold. Clearly, the network emulates DRAMA!

College Loans? Erase them with Chase

After watching the opening sequence for “Up in the Air,” I was very curious to see what else Shadowplay Studios has done. With their history of “Juno,” I expected nothing short of excellence. I found a Chase commercial that has the “Juno” type feel too it.

Like the “Juno” opening title, it has a hand-made characteristic and a youthful vibe. This did just the trick considering the commercial is promoting student loans. It tells the story of a young college student that is worried about her financialfuture.

However, although college was expensive, the protagonist discovered Chase private loans, which therefore enables her to graduate and potentially get a successful job! Although the storyline was simple and clean, the graphics are what created a complex, fun, and captivating atmosphere.

On Shadowplay Studios’ website, they described this video perfectly: The Juno

style meets student loans. This is exactly what it was. The studio used animated characters, scenery, and details in the background while the protagonist was in front of a green screen. She had the look as if she w

as cut out of paper and was placed in an animated world.

The character was the only one in color, along with the sky. Her hues consisted of blues because that is the distinct color of Chase. In the background, everything was made out of black and white paper and it looked as if it was hand-drawn.

My favorite element of this piece was definitely the transitions. The video started out with her graduation cap and rotated to a view from the back of her head. It also used many zooming in/out techniques and vertical/horizontal movements. More specifically, the character was in the library and while going down the rows, it changed into her walking around campus. It was a smooth and clean transition. Also, they used many birds’ eye views and first person views as well.

The music was very simple and brought some more life to the video. It was not overwhelming but more of a light, happy instrumental. Also, the commercial was a narrative so it definitely made the advertisement more personal.

I really enjoyed this piece because I learned that it is possible to use the same techniques! Although they used this style in “Juno,” the studio successfully created another piece that has its own purpose and characteristics to it.

Wanting to be "Up in the Air"

With all the buzz from the Oscar nominations, Jason Reitman’s “Up in the Air” has become a national box office hit! Over my spring break, I watched the movie and from the moment I saw the

opening credits, I fell in love with the film ( not just because of George Clooney ;) )

I found the credits and an amazing interview on the website, “The Art of the Title Sequence.” Along with the video and photos from the process, there was an interview with Shadowplay Studios’ Gareth Smith. In the interview, the talented designer discussed that they have worked with Jason Reitman before with movies such as “Juno.” Smith revealed his inspiration for the piece, the process, and the help he received from Reitman.

The opening sequence really inspired me for my own work. I have never been fascinated by title sequences before but now I find myself truly studying them. From the text to the correspondence with the music, Shadowplay succeeded!

“Up in the Air” is a film following the life of Ryan Bingham, whose job entails him to travel around the country to firing people. Throughout the movie, he illustrated his life in the air. He has traveled 320 days out of the year; his life consisted on an airplane. The film was sophisticated, captivating, heartfelt, and a journey. The title sequence did just that!

The thing that caught my attention the most was the typeface. It was very sophisticated and clean. Shadowplay used white, which stood out with contrast from the saturated background. The credit itself was in white while the “description” was in pale-yello

w script. In the interview, Smith said he got the inspiration for the typeface from a vintage Trans World Airline Advertisement.

Also, the colors fit perfectly with Ryan Bingham’s view from “Up in the Air.” This has always been his life and he never wants it to change. They gave it a vintage look because it is traditional and his lifestyle. The color was a little more saturated to make the colors pop.

The most powerful element of the title sequence was the music and the transitions. In the beginning, the text appeared from behind the clouds and began the masterpiece. Either the text appears and leaves, bunches together, rotates, and many other transitions but they all work! My favorite is when George Clooney’s name appears the videos separates; it is as if they are unveiling his name! I loved this element. And the title is very simple, yet powerful because it is in white against a cloudy, blue background. The lines that constantly transition the videos cause a complex and constantly changing atmosphere (which is a representation of his life). Also, the videos are moving constantly so when the text is moving and the lines, it makes your eye follow the text but there is a constant motion. Although these elements were great on their own, the music brought it ALL together! The motions corresponded with the music so they create an even more advanced feel to the opening sequence.

I really enjoyed the opening title of Jason Reitman’s film because it captivated the audience before the movie itself already started. You knew that this was his life and it has been like this for a long time. I absolutely loved the movie, loved the sequence, and (love George Clooney! J)

P.S. the "Up in the Air" website is AMAZING!

Blinded by Starz

Through watching and analyzing motion graphics, I have become more aware of the art. From watching television to browsing the internet, motion graphics is vital to our society. I find brand identity the most interesting area of the field. Without a creative, strong, and impactful brand, a company would be nothing.

This being said, Troika excels and specializes in brand identity. They bring the company to life through animation, text, and special effects. More specifically, the “Starz” brand caught my attention the most. Troika’s description of the montage is, “The Starz brand reflects our emotional connection with movies. They energize, fascinate and inspire us.” The montage beautifully portrayed what Troika and Starz were aiming for…

The brand identity is fierce, beautiful, passionate, radiant, and especially inviting. The minute I watched the video, I immediately wanted to change the station to Starz. The montage promoted the channel while illustrating the purpose, elements, and characteristics of Starz. Throughout the montage, the video displayed clips of movies that were being aired on the channel. However, the clips did not dominate the video. Instead, the video was promoting Starz and what it is about while including what it airs. I really liked it was more of brand identity that was powerful on its own, but brought to life by the movies. Personally, I took the promotion to be movies through the “lens” of Starz. Through the channel, the audience can capture the essence of popular movies from their own home.

The graphics are extraordinarily brilliant! However, they are complex yet simple and crisp. My favorite element is the lens flare effect. It adds a fantasy type feel to the video that is so inviting and open to the audience. Also, there is a limited amount of graphics, but they enhance and add “sparkle” to the video. There are uses of lights to capture the viewer’s attention. More specifically, the little boy is catching “fireflies” in a jar as if it symbolizes Starz being the home of movies. By watching the channel, the audience can “capture” the comedy, edge, and cinema of Starz. The graphics were based on light and lens flares. It is as if the movies were being shown through a Starz view of a camera. I also like how Troika played the “stars” concept but did not make it cliché. They could have added animated stars, but that is too simple and straightforward. However, they put their own take on it. It reminds me of when you look up at the sun and feel the warmth but the beauty of light. Actually, it reminds me of a kaleidoscope in some ways.

Personally, I feel the colors truly accentuated the entire piece. The warm colors coordinated with the bright atmosphere of the brand identity. However, they also used cool colors such as purples, blues, and mauves but they allowed the yellow to be the prominent color. Also, the animation was striking even though it was a simple zoom out and rotations and movements. There was nothing extraordinary about the movement of the text, but the elements brought together by the brightness, colors, storyline, and especially the music…

The music was engaging. It was very light and peaceful in the beginning and began to pickup momentum when the “premiere” was announced. It lead anticipation to the viewer and excitement.