Trailers and Animations that persuade and advertise...

Although I have a range of ideas and concepts for my animation, I wanted to look at how other animations displayed a concept in a way designed to inform and convert the audience to a certain way of thinking since this is a prudent aspect to our own project. 

                                 

The change for life animation uses voice over to convey its story. What could be considered a working class voice combined with simple phrasing helps to make its point clear and understandable.Having said this I find the voice over irritating and I don't think it really matches the playful world that has been created in the animation.  Faceless morph like characters represent a wider audience and allow for more accessibility to the concept. In this way it has been made more personal by the audience.  Bright colours elucidates characters and generates a distinctive branding. The 3d characters in a 2d world does help to convey shape and allows for the incorporation of real world elements like shadow. It does have segments that flash into 2d which is just as effective. In regards to the animation principles exaggeration have shape as been used with fluid transitions and movement that helps to keep the advert short, sweet and informative.

http://www.youtube.com/watch?v=Eh7a0wNDKK8

In contrast to the Change4Life adverts the American express animation is darker, cleaner and in a way more corporate. I actually really like the style to the animation, its transitions are fast paced and relate to each of the aspects that are displayed visually. I really liked the transition from the eye to the whale which dropped into the screen and allowed droplets to form which in turn generated a new visual concept which led into the various other scenes.  Perspective has been altered throughout the animation which really emphasises the movement in the screen and allows for the focus to be directed to different elements.  The shapes used are actually very simple its the movement and the placement (another animation principle) of these shapes that really makes the animation successful.

http://www.youtube.com/watch?v=-OTswG37cFA

Aardman created this animation/video trailer above for Radio 2. The trailer itself dramatises Pink Floyd's Dark Side of the Moon so music is a key element within its pacing. Id always thought that Aardman revolved around comedy so I was very surprised when I saw that they had created this animation because it has an incredibly dark tone. Its a mixture of video, 3d models and 2d animation it also uses a non discript female voice over which is actually very dramatic further coinciding with the dark tone of the animation and the song lyrics. Music is a key component and theres a clear sense of timing to the scene changes, the voice over integrates really well with the transitions and the music changes. Sections of solid music contrast with the dark quotes which actually refer to global warming. There was a great sense of surrealism to the colour choices and concepts themselves which mimick the lyrics perfectly. Something that I should consider when matcing my visuals to music.

http://www.youtube.com/watch?v=-OTswG37cFA