A short while back I sent the below video to Elastic Creative, an Edinburgh-based branding and design agency who I’d already spoken with as part of my Design & The Marketplace module. I wanted to have their views on motion graphics, and have them answer a few key questions I intended to explore for my final written project. Here’s the video I sent them. Feel free to rifle through the questions which are all linked to in the video itself.
I wanted to look at unusual ways in which motion graphics could be utilised, to try and explore any emerging niches in the medium. It simply made sense to conduct the interview through one of the fastest emerging outlets for motion graphics we have today – online entertainment. YouTube specifically starting to take off as an opportunity for motion artists to flex their muscles in an arena that offers a lot of possibilities for the art form.
One interesting twist was to make the formerly static video interactive. It’s something YouTubers have been doing for a long time now, but applying it to an interview felt like a unique and attention-grabbing application of YouTube’s surprisingly powerful tools. Posting the interview on social media also offered the chance for Elastic, and others, a forum in which they could easily post answers and trigger a discussion. What I recieved, however, was far beyond what I could expect.
The video completely took me by surprise. The sheen and professionalism is something you’d expect if you’d seen Elastic’s fantastic standard of work throughout their portfolio, but to reply in this manner was the best kind of shock. The answers were succinct yet comprehensive, and offered a fantastic insight into how design agencies are adapting to the rise of motion graphics.
Elastic are a studio who recognise that the world is rapidly changing. The way in which we consume media has never experienced such drastic and frequent change and this is something that affects graphic design more than almost any other profession. Elastic realise this and intend to stay ahead of the curve. By the looks of things they’re managing that just fine.
Moving image work has exploded with the use of smartphones and tablet devices, but the rise of these technologies signifies something greater. The technology for these items existed years before they became commercially available, however we’re only now entering a stage at which this technology is affordable. One of the examples highlighted by Elastic really pulls this into perspective. I was recommended to take a look into the Hollister store in Edinburgh, and it’s something that’s already caught my attention, though I’d never thought of it in a motion graphics sense.
Hollister are known to be extravagant with their shopfronts, but the Edinburgh branch takes this to a new level, being constructed almost entirely from gigantic screens. A great amount of effort and money goes into storefront design, so perhaps this is the next evolution. Just as static design is slowly being converted to motion so might a static window display. This put motion design in a whole new arena, opening up the world of environment design to motion designers. As the price of this technology comes down it’s something we can only see more of.
I’ll be sure to cover more of the interview in coming blog posts. I’ll let you digest the sleek , crisp interview reply for now. Until next time…
Listening to: Phantom by Chester Watson