To begin my
project I went to look at a number of previous versions, created by and for the
company. There were a number of still images that were used in the 2013 ident
which really caught my eye, a few of them being very abstract. The overall
feeling that I got from this advert wasn’t necessarily a range of emotions, but
one rather fierce emotion. Throughout the entire advert I got the feeling of
awe, excitement, serenity and pride, which, as a marketing technique, appeared
to be very effective! In all of the mini-scenes, the two elements of the scenes
are very contrasting, both in colour and content. This adds such a dynamic feel
to the ident, like literally send shivers up the spine and goose bumps up my
arms. This shows that the content has been very carefully chosen;
Although the mini-scenes only last maybe 2 – 3 seconds each, the viewers get a good glimpse of what’s going on. In this scene, the background is a time lapsed view of a mountain range, complete with cloud coverage. The clouds have a flowing and blustery motion which sets the direction and speed of the scene. The scene within the logo has therefore got something to be timed to, the choice of footage was smart because it contrasts visually with the other footage, both in colour and content. The footage of the grass blowing in wind matches the background footage, and it is generally at the same speed that the clouds are moving as well. The overall tone of the scene is quite peaceful looking, but also has a rather majestic feel to it from the scene of the mountains, the blustery wind, and the paling shot of the grass.
This frame is
my all-time favourite of the whole ident. The scene is probably the least
contrasting of all, but still has so much effect on the audience, and is
definitely what puts the audience at peace, possibly relating to the “Happy
Ending,” of a film. The scene shows the tranquil and serene footage in both the
background and the logo, linking them perfectly to the emotion being emitted.
The background shows the movement of jellyfish, which slowly bob and flow
across the screen, which are so contrasting against the pure black backdrop
given that it is very deep in the ocean. I think this works amazingly and the
footage is so crystal clear it doesn’t even look real. Inside the logo is
footage of the sky being shot out of what I can only assume to be an aeroplane?
The sky, like the jellyfish, look so serene and easy going that it definitely
brings a sense of calm to the ident. I think there is obviously a lot of
technical dedication has gone into this, as underwater and 30,000 foot shots
would not be hard to come by.
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