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!