As mentioned in a previous blog, I've tried to ensure each motion graphic I deconstruct is as different as possible. I chose the advert for the iPhone 5s for its effective and simple style.
The most obvious example of motion graphics in this advert is the molten metal, in fact this is the only motion graphic used. When watching the animation you can see there is again no text present until the very end. The typography is simple and clear, only showing the name of the product. With many phone adverts, the main aim is to obviously sell the phone, sometimes they have a voice over naming the various new elements of the phone, or they have visual representations whether it is imagery or text. This advert however keeps the viewer guessing, this creates interest and encourages the potential customer to do some research and hopefully buy the product.
As said above, the advert doesn't really advertise any key elements to the phone, it instead builds up to the end. This plays on curiosity and creates a sense of intrigue to the viewer, another good way to sell the product. It is a very smooth and relaxing advert, the movement of the molten metal conveys this. The movements are true to how liquid naturally moves, although there is no change in speed throughout. The camera pans with the different areas of the metal as it moves in a variety of different ways, carefully moulding it's way to form the back of the iPhone. The smooth movements are pleasing to the eye, and are achieved very well, making it an overall pleasant advert to watch.
The staging is simple throughout, as said, the camera pans alongside the metal for the majority of it, staying at a consistent speed. The camera stops moving when the phone is revealed and that is about all it does. I have found a trend with the motion graphics where they keep the backgrounds as simple as possible, the main focus then appears brighter in comparison and therefore the product can't be distracted from.
There is a song that accompanies the advert, it is also quite a 'smooth' song, it doesn't change tempo or volume, the vocals also seem to say fairly monotone throughout. This therefore compliments the product and animation rather than drawing attention away from it. I also find the use of vocals and songs to be better for the selling of products. Songs are a lot more catchy and easier to remember, this ensures the song is stuck in my head (and I'm sure many other people's heads too), this helps to make the product memorable and increase sales. The music isn't in sync with the advert, as there isn't any actions or story for it to be in sync to. Although it does get to a more upbeat point of the song when the final product is revealed and Apple logo makes its appearance.
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