After recently going to the cinema, I came across another good motion graphic so I decided to go with this one for my next deconstruction. For some reason blogger couldn't find the video when I entered the URL, so if you haven't seen the clip already you can view it here: Cineworld Graphic.
This motion graphic is a mixture of two things, it gives a little bit of information about what is coming next on the screen whilst also telling the viewers in the cinema to turn off their phones. It's done like this as the advert is only 19 seconds long, this means it gets to the point and keeps the attention of the audience. It is also meant to be done with the intent of a bit of humour, which is also engaging for viewers. At the end of the clip it also advertises Cineworld cinemas as a reminder of where you are.
This is a motion graphic that is rich in sound, unlike some of my previous blogs where I have suggested that the sound is merely there to compliment the animation, I feel like the sound brings more emphasis to this clip. I think it would be quite clear what was going on without the sound, but it wouldn't have such an impact and you obviously wouldn't be able to hear the information that isn't visually represented on the screen. There is music that can be heard in the background of the animation, it's quite jolly and subtle which goes alongside the cheerful 2D cartoon visuals. There are also diegetic sound effects for the boat where it blows out the certification bubbles. These little sounds just help to bring the animation together. Then the voice over can be heard, even he has quite a cheerful tone, he is used for information purposes about the certification, trailers and the main point of this animation which is to tell people to turn off their phones. As he tries to inform the audience he can be heard trying to talk over laughing that slowly gets louder and louder. The laughing comes from the little phones at the bottom of the screen to show how annoying it is to have phones on during the cinema. The music stops as he tells them to shush and starts again with a joyful little ending as they walk off. I feel the sound effects just bring light to the situation whilst also being effective in giving information. The way it makes the phones louder as the animation goes on also helps to in still the information about turning phones off in the cinema as it is makes the viewer slightly frustrated if they are trying to listen to the voice over information.
Throughout the animation there is quite a lot going on for such a short clip. The clip is very bright and cheerful in its colour scheme as well as the cartoon style of drawing. The hot air balloon/boat is cleverly done, by incorporating a projector and film clipboard to relate to overall theme of film and cinema. This is shown to be producing bubbles with little certification icons. The certification icons are kept encased in the bubbles which draws attention to them in a more creative way. The camera then pans down into a cinema as the background, with two phones who are both communicating with each other in the foreground. The animators have managed to create characters for the phones by their overall actions and their facial expressions. When they have been told to be quiet they look shocked, their faces then change to sad and grumpy expressions which shows how they feel. Their bodies are also made to slump with arms crossed which helps to support their reactions to the voice over. The whole animation isn't very fast paced, with the camera rarely moving position. The sounds are all in sync with the visual aspects which makes the animation more pleasurable to watch. At the end the clip fades out to reveal the Cineworld logo, this is the only real bit of typography throughout, the white on black background makes it stand out well and easy to read. Overall I think this is a very neat animation as it is very rich to watch and to listen to, I like that it sticks to one theme so there is no confusion for the viewer about what they are watching. The whole style is there to engage and be appealing to all age groups and I think this is achieved well.
No comments:
Post a Comment