Web Motion: Adobe Studio Motion Brand Ad
I made my way to the HillmanCurtis site and found this Ad for Adobe. First, the animation starts of in a banner-like shape (an elongated rectangle) and a black background with a woman's (let's call her Anne since that name appears in the title) head shot in the middle. This image stays in the exact position for the whole entire clip. The animation that is taking place is located around Anne's head.
The animation part are sketch drawings and words that depict the purpose of the piece. All of the words and pictures are in white and resemble chalk drawings. It starts off with the words "Idea 1" written in and an arrow pointing to the woman's head. Instantly it is crossed out and then the words Idea 2 are written underneath it. This step repeats, revealing idea 3 and an arrow on the other side of the image. The crossed out words then zoom forward and fade away as the next section draws in. The "idea" portion actively expresses what the mind is thinking when inspired. Ideas would flow in and out of your mind quick enough to dismiss one when a better one has entered.
Little light bulbs come twirling in (still in the hand written type) followed by giant block letters that read INSPIRATION which is divided in two where Anne's head is still positioned. A little crown is drawn upon Anne's head which represents (I think) the emotion that overcomes you when you're inspired and have come up with a splendid idea.
After a little while the words "Publish anywhere" come up. After just long enough to read it, the word "any" is crossed out and written above it is the word "every." Small stars are drawn in afterwards. By focusing on the word anywhere, the creators were able to get an important message across which hopefully inspires the viewer. They want to make it known that you should go out and show your ideas to everyone and everywhere possible. They are encouraging the viewer to get up and go with the idea that was founded.
Next, hand drawn city buildings pop up from the bottom and the words "Enterprise Enpower" fly by with a propeller. By animating these words in such a way, the creators were able to draw attention to this little word airplane. Instead of using a drawn airplane with a banner floating behind it with the words, the creators used the words as the plane. This takes a common idea and turns it into a more creative and exciting way to display what they have to say. This is another example of showing that creativity is worth expressing.
At the end, the buildings (randomly) sink back down off the screen and the word Adobe comes fading up in all caps and a brighter white than the subtext. This draws the viewers attention to the more important part of the last scene. The letters are very sketchy and certainly not perfect like most computer text would be. For instance, the E is not at all drawn with perfection. I think that the reason they chose to use this kind of lettering, is so that people understand that ideas and creativity comes from the mind, not the computer. The only way we will get the creativity and art we see is by thinking it up ourselves. Adobe is just a tool to help us express ourselves and sometimes inspire us.
Underneath the title text which spans across the screen even slightly under Anne's head, is the subtext which reads "Revolutionizing the way the world" on one side of Anne, and the other side reads "engages with ideas and information." The subtext summarizes what the ad's purpose is. This part is slightly grey so that it is read after reading the word Adobe. It is also written slightly slanted and almost going up the right side of the window as if the person had really been writing and ran out of paper space.
I also noticed after multiple viewings, that Anne does move slightly every once in a while. She blinks her eyes so subtly that I never noticed the first couple of times watching it. This is very effective because it shows that there is life in her and she's not just a jpeg. Also, it is so subtle enough that it doesn't distract the viewer away from the more important information found in the animation.
The animation part are sketch drawings and words that depict the purpose of the piece. All of the words and pictures are in white and resemble chalk drawings. It starts off with the words "Idea 1" written in and an arrow pointing to the woman's head. Instantly it is crossed out and then the words Idea 2 are written underneath it. This step repeats, revealing idea 3 and an arrow on the other side of the image. The crossed out words then zoom forward and fade away as the next section draws in. The "idea" portion actively expresses what the mind is thinking when inspired. Ideas would flow in and out of your mind quick enough to dismiss one when a better one has entered.
Little light bulbs come twirling in (still in the hand written type) followed by giant block letters that read INSPIRATION which is divided in two where Anne's head is still positioned. A little crown is drawn upon Anne's head which represents (I think) the emotion that overcomes you when you're inspired and have come up with a splendid idea.
After a little while the words "Publish anywhere" come up. After just long enough to read it, the word "any" is crossed out and written above it is the word "every." Small stars are drawn in afterwards. By focusing on the word anywhere, the creators were able to get an important message across which hopefully inspires the viewer. They want to make it known that you should go out and show your ideas to everyone and everywhere possible. They are encouraging the viewer to get up and go with the idea that was founded.
Next, hand drawn city buildings pop up from the bottom and the words "Enterprise Enpower" fly by with a propeller. By animating these words in such a way, the creators were able to draw attention to this little word airplane. Instead of using a drawn airplane with a banner floating behind it with the words, the creators used the words as the plane. This takes a common idea and turns it into a more creative and exciting way to display what they have to say. This is another example of showing that creativity is worth expressing.
At the end, the buildings (randomly) sink back down off the screen and the word Adobe comes fading up in all caps and a brighter white than the subtext. This draws the viewers attention to the more important part of the last scene. The letters are very sketchy and certainly not perfect like most computer text would be. For instance, the E is not at all drawn with perfection. I think that the reason they chose to use this kind of lettering, is so that people understand that ideas and creativity comes from the mind, not the computer. The only way we will get the creativity and art we see is by thinking it up ourselves. Adobe is just a tool to help us express ourselves and sometimes inspire us.
Underneath the title text which spans across the screen even slightly under Anne's head, is the subtext which reads "Revolutionizing the way the world" on one side of Anne, and the other side reads "engages with ideas and information." The subtext summarizes what the ad's purpose is. This part is slightly grey so that it is read after reading the word Adobe. It is also written slightly slanted and almost going up the right side of the window as if the person had really been writing and ran out of paper space.
I also noticed after multiple viewings, that Anne does move slightly every once in a while. She blinks her eyes so subtly that I never noticed the first couple of times watching it. This is very effective because it shows that there is life in her and she's not just a jpeg. Also, it is so subtle enough that it doesn't distract the viewer away from the more important information found in the animation.
posted by Jessica | 3/05/2006 11:22:00 AM
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