Motion graphics have become a very popular vehicle for advertising. If you don’t know exactly what I mean by motion graphics, check out the video Apple commissioned. This caught my attention for various reasons. In terms of brand it seems to be spot on in trying to relate to the consumer emotionally. The animation is flawless and simple, devoid of obtrusive color. Something this simple might seem easy, but it’s obvious a lot of time and thought was put into creating this spot. The words are accompanied by moving shapes and lines, which help to keep it interesting as well as fell a particular word. For instance, take the transition between the words “delight” and “surprise” as the word changes the background changes from black to white, adding a visual element of surprise.
The graphics are what initially drew me to this spot, but what really helped hold water for me was the sound design and foley. If you watch the spot with the sound turned off, its easy to see just how much the sound helps sell the black dots moving like bouncy balls. The sound effects under the motion graphics are also extremely high quality and crisp sounding, which really work well with the brand. The ending is even more fitting for an all motion graphic spot, because Apple’s signature is not typical cursive font. “Designed by Apple in California” is unique and can be found on just about any one of their products. These are all of the minute details combined together to create a perfect piece, something that usually cannot be managed unless given to a team of people passionate for perfection in their work. In my opinion, the people at Buck who helped create this spot got everything right.
Bill Bernbach and the Creative Revolution
Bernbach, along with James Doyle and Max Dane, founded DDB in 1949. He had left Grey Advertising in “an act of defiance,” taking one small