2011年4月8日星期五

Analysis of Projection Advertising (new media and technology)

Projection advertising is a way to reach consumers while they are out and about at night. Projection advertising can be used as a still image or as a moving, rolling clip. It is so dynamic because it catches a viewer's eye at night with a glowing, vibrant creative. Projection advertising does well as an advertising medium because of its grandiose and professional ability to get the attention of just about any one who is walking or driving by the projections. Projection advertising can be used anywhere but looks especially fabulous on the wall of a tall, impressive building,

Projection mapping advertising example: Celebrate Vimeo's first film festival and awards show in New York.





 Paradigms:

Lighting: Light play a key role in development of this projection mapping project. Dutring the show the producer using light and shadow to create the illusing of depth.

Colour: Utilized pure coulour, with glow effects. Some of the projection mapping projects have promotional function, so the aim of the colour is to catch consumer's eye. For this project the colour is using to sent creative and enthusiastic characteristic of vimeo.

Sound: Utilized electric and lively sound, because of this show is design for a celebration party. The sound effects also have a close connection with projection graphics, it synchronized with the moving images.

Projection screens: Specifically, this portfolio is about architectural projection mapping form, a structure or building is mapped creating a mold, and the architectural composition is used as a canvas. The 3D motion graphis are specifically designed according to the dimensions of the building, such as the structure of windows, doors, chimneys.

Narrative: Utilized 3D projection mapping art piece which act as an awe-inspring canvas for the opening of the festival, to attract visitor to attend the event.

Pace/rhythm: random, not very clearly, but almoost fast rhythm.

Type: Architectural projection mapping, 3D motion graphic.

Audience: switched-on people, designers.

Reflect: From analysing this project I have lernt....
1. coulour,lighting and sound play a important role of this unique art form, I feel that the use of music and sound effects are extremely significant to fully immersive audiences in the experience.

2. The selection of projection screens is necessary to communicate the concepts with audiences, not only for the outdoor projection project, but also include indoor work. The vimeo's celebration are not using arbitrarily architectures, in fact the screens they have selected are have connections with their brand values.

2011年2月23日星期三

Analysing Media: Nike Winter Holiday Campaign

video 
Rain for Nike
video 
Snow for Nike
video 
Wind for Nike
The paradigms of this media:music, colour, mood, camera skill, rhythm, the selection of objectives, environment, season, sound, narrative, style, purpose......

1. Describe: rain drops, white and light blue colour, boat, river, pine trees, street lights, bridge, chairs, stones, horizontal lines, footage without any cut, animation principles, movement of the boat and camera, sound of the rain.

2.Identify: What is the advertising talking about? For who? Why?
The"Rain" for NIKE is talking about the waterproof clothes, and snow represent keeping warm ,wind means DRY-FIT.

What is the signification of soundtrack?
Pure and fresh and that could make the customer feel relax, they can feel themselves in the video as well.

Coulour?
 White and light blue, as well as the soundtrack, the coulour of the video is also pure and fresh, clean and related to the topic of winter.

Selection of objectives?
Pine trees, chairs, street lights.......
I think all of these objectives are represent what is the Winter looks like, for instance, "Rain",the background is as seem as a park, when someone in a park during  leisiure time, they always jogging, having a walk, doing outdoor activities, so the messages which were came from this video will make sense to cumsomers.

Movement of the camara?
The footage of this advetising is without any cut, the movement of camera is smooth, flexible, without constraints. The movement would attract the audience which are very keen to sports, that is the mood of this video, free, tanquil, relax, leisure......

2011年2月16日星期三

Troublemakers TV.

Troublemakers.tv is a production company based in Paris that represents a new generation of directors who use live action, 2D and 3D animation to create innovative imagery for commercials and music videos.

agIdeas 2011 international design week

agIdeas 2011 international design week from 3 to 5 May


over 3 days 40 internationally acclaimed designers will share their insights andexperiences with delegates from all over
the globe.

http://www.agideas.net/home

2011年2月10日星期四

Latest Project of Motion Graphic

video
This short video was designed for the brief of Arjowiggins Creative Paper, Blank Sheet Project.
I was inspired by the process of cell division, the paper is under a microscope view that we can see the cell of the paper, actually theses cell are creative cells, some of them are
languages,architectures,tools etc. The core of this video is to tell people the paper's creativity.
http://www.youtube.com/watch?v=6_Nl9byiocA

Muzicons - music widget with emotion!


Muzicons.com

Previous Work of BA course

The ORC.Free-hand drawing by  Digitizing Table
software:Adobe PS4


Ear phone.Free-hand drawing by  Digitizing Table
software:Adobe PS4
In order to define a Chinese poem of ancient war.
Free-hand drawing by  Digitizing Tablet
software: Adobe PS4
Street in the midnight
Free-hand drawing by  Digitizing Tablet
software: Adobe PS4
Animation Scene and Character Design
software:MAYA 2008, PS4
Animation Scene and Character Design
software:MAYA 2008, PS4
Animation Scene and Character Design
software:MAYA 2008, PS4