I never thought monotone colors, text, and symbols could create such a captivating and complex motion graphics piece. New Mediators created a video to illustrate and promote their company. The animation begins with the company’s complex logo constructed of symbols.
The storyline is basically a diagram drawing out what the company’s specific purpose. The initial tagline of the promotional video is “A design practice that turns complexity…into reality!” From then on, the video progresses with broken down elements that together, make the company as a whole. The video shows how their company can easily fix complexity to clarity. Transforming from a complex drawing to simple, straightforward diagrams, their company “integrates research, graphics, narrative, sound, and interactivity.” The theme of the story is showing something that needs improvement, and then adjusting it to make it better. For example, the male symbols are displayed and multiplied to show the improvement and adaptation that their company can create. The males began as simple symbols and became doctors. The entire video consisted of constant transformation and improvement, which is what the company excels in:complexity to clarity.
The graphics were simple, subtle, and yet extremely powerful. The main “character” of the video was the male symbol (you know, the one you see on the bathroom signs). I loved this element! It is a common symbol that people see everyday but it was used in a completely different environment. Also, the hands added a hand-made, personal feel to the video. It reminded me of a teacher drawing important diagrams on a whiteboard with marker. Also, the drawings individually did not move but moved position with the help of the hands. I thought this was a great element because it made it simpler and therefore caused more emphasis on the text. The characteristic that made the graphics so simple was the use of monotone colors. The purple was used in different shades to show different things. I thought it was amazing how this one color could have an effect on the audience. However, there was one other color in there and that was the green for the money. This made the money truly stand out to
the viewers. Also, I loved how everything had a gradient. The hands, the people, even the text all contained certain gradients to make it pop out even more!
The text is the most important element in the video. It defines the personality of the company and what the company is all about. Everything builds off of what the text says and is illustrated to correspond with it. It is as if the animations are being built off of every word. I loved how the text weren’t really complete sentences each time; it left a cliffhanger so you would be more interested. Also, my favorite element was when the screen was full of texts and certain words were picked out to form a sentence. I though that element was well done.
Lastly, the animation was simple as well. There were no cuts in the transitions. Everything transformed so smoothly.
I said earlier, it was as if the teacher was writing on the whiteboard, and just moving down to make more room. I like the zooming in and horizontal/vertical movements of the camera. Likewise, the actual graphics had no movements (not including the videos shown) but they were moved in position instead.
This video was so straightforward, yet compelling. There was no sound at all which I feel cause the viewer to pay more attention to the graphics rather than the beat. Personally, my favorite element was the Transparency part when the colors are switched and inverted. It is a shock because throughout the video, the background is a constant white. I really enjoyed this video mainly because of the elementary drawings. However, the text and the movements brought the common symbols to life. The logo is just so different and not many companies can make this work. The house as the “A” and the thought bubble as the “D” truly show what the company is about. I really enjoyed this video and it made me want to search the company more and learn more about its complexity to clarity!
No comments:
Post a Comment