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Transcript

3D Motion Graphics for Commercial

by Wilson Tai

Introduction

Introduction to

Motion Graphics

Motion graphics are animated graphics that similar to infographics, except that video footage or animation are mostly used to create the illusion of motion. Motion graphics are usually combined with audio, which makes them closer to films than static infographics.

In this presentation, I will talk about my interest of 3D Motion Graphics for commercial. The slides will be cover up the history of 3D and Motion Graphics, and some research about how 3D Motion Graphics brings impact to commercials.

Father of Digital Motion Graphics

Digital Harmony

by John Whitney

On the Complementarity of Music and Visual Art.

Bibliography

John Whitney, the fathers of computer animation and the first person to use the term “motion graphics," He formed a company called Motion Graphics Inc in the the 1970s to create motion picture and television title sequences.

Whitney acknowledges that, "Music does not need images any more than paintings need sound" but saw in computing, "a visual medium which is more malleable and swifter than musical airwaves. That medium is light itself."

John Whitney (1917-1995)

Resources Media

Introduction to

3D Graphics

3D graphics, as known as three dimensional graphics are Computer-Generate Imagery(CGI) that displaying three dimensional objects in a two dimensional space. Unlike 2D graphics, 3D graphics are able to enhance with textures and lightings.

Jeffery Wright (2007) John Whitney Digital Harmony [online video]

Available at: www.youtube.com/watch?v=RH3wUkK9XKw

[Accessed 20th June 2013]

D.R. Cho (2009) Brilliance (1985) [online video]

Available at: www.youtube.com/watch?v=M1cqc2AykmI

[Accessed 18th June 2013]

VintageCG (2009) The Making of Brilliance (1985) [online video]

Available at: www.youtube.com/watch?v=HZY5_ZzRdbk

[Accessed 18th June 2013]

RougeyReturnsAgain (2012) IKEA COMMERCIAL [VSFX] [online video]

Available at: www.youtube.com/watch?v=-z4qpsBfZ-4

[Accessed 17th June 2013]

Lambdog Loo (2008) IKEA motion graphic commercial [online video]

Available at: www.youtube.com/watch?v=xdLar5H3kn0

[Accessed 17th June 2013]

robatsea2009 (2012) Ikea 1980 TV commercial [online video]

Available at: www.youtube.com/watch?v=7e67UjIr9XM

[Accessed 17th June 2013]

Ilaria Bertuetti (2013) Ilaria Bertuetti - Cosentino Silestone (Above everything else) [online video]

Available at: www.youtube.com/watch?v=9s97ngRP18U

[Accessed 19th June 2013]

Intertwingled, (2007).John Whitney and Digital Harmony[blog] 27th July 2007.

Available at: http://njmcgee.wordpress.com/2007/07/27/john-whitney-and-digital-harmony/

[Accessed 20th June, 2013]

Bashir Duranai-Khan, (2013). The history of 3D animation [online]

Available at: http://www.slideshare.net/bashscrazy/the-history-of-3d-animation

[Accessed 21st June, 2013]

Steve Wright, (2013). How CGI in Commercials Changed the History of Film [online]

Available at: http://library.creativecow.net/articles/wright_steve/cgi-spots.php

[Accessed 18th June, 2013]

Rianne Hill Soriano, (2010) Advantages of Using 3D CGI Programs in Filmmaking[blog] Aug 30th, 2010.

Available at: http://voices.yahoo.com/advantages-using-3d-cgi-programs-filmmaking-6689682.html?cat=40

[Accessed 18th June, 2013]

Raphaela Linnertz, (2011).Disadvantages of 3D [blog] January 26, 2011

Available at: http://3dprojectgroup.wordpress.com/2011/01/26/disadvantages-of-3d/

[Accessed 19th June, 2013]

GRANT ROLLINGS, (2009). 2,400 hours to make one second of action [online] 09th December 2009

Available at: http://www.thesun.co.uk/sol/homepage/showbiz/film/2760950/Avatar-week-in-The-Sun-3D-secrets-behind-the-300m-movie.html

[Accessed 18th June, 2013]

Father of 3D

William Fetter, was an American computer graphics art director in 1964, while working for Boeing, he made the first computer model of a 3D human body. He invented the term Computer Graphics in 1960, to describe his work at Boeing.

William Fetter(1928-2002)

The End

Thank you for watching

How 3D change the history of commercial

Conclusion

3D design is an essential tool that enables companies to visualize realities that cannot be captured in any medium other than the imagination. Unlike nowadays which 3D or CGI can be easily generated with dozens of software. In the 1980s, the computer graphic designers didn't purchase CGI software, they wrote it. Therefore, the process of making CGI motion graphics is extremely time consuming.

The Evolution of 3D Motion Graphics in Commercials

Although there are disadvantages by using 3D Motion Graphics in commercial, but from my own opinion, these issue can be sorted out, Technology has been improving day by day, the rendering issue is only limited by the technology today but wont last forever. That should not be the reason to stop using 3D motion graphics in commercials.

To conclude, 3D design relies heavily on the point at which art meets technology.

As technology is getting advanced, generating CGI elements are getting easier as compared to those days. More and more companies started to make their commercial using 3D and Motion Graphics. A good example to refer to, is the Ikea commercial. In the early years of 1980s, only simple motion typography were applied at the end of the commercial. Slowly when computers are getting advance and software are getting convenience, they made their commercial in fully 2D graphics. Until nowadays they made their commercial with adding 3D graphics elements.

1980 2008 2012

World first 3D Motion Graphics Commercial

In 1984, Robert Abel and Associates produced a commercial named Brilliance for the Canned Food Information Council. It featured a sexy robot with reflective environment mapping and human-like motion.

There were two major problems with this approach which is firstly, it took months to produce a 30 second spot due to limited technology. Secondly, the software was not for general purpose which was written specifically for a single commercial, and therefore it was limited and incomplete.

Further Exploration

Robert Abel

Robert Abel was a pioneer in visual effects, computer animation and interactive media, In 1960, Robert Abel formed his own company, Robert Abel and Associates.

Robert Abel was born in Cleveland, he received degrees in Design and Film from UCLA. He began his work in computer graphics in the 1950s, as an apprentice of John Whitney.

Robert Abel (1937 – 2001)

For further exploration, I would like to explore about the high definition of 3D Motion Graphics that will able to fool the audiences' eye with CGI. The video 'Above Everything Else' by Silestone is a good reference to begin with.

The Advantages & Disadvantages

Although by using 3D Motion Graphics is a strong way to enhance the commercials, but sometimes things might have an exception.

Disadvantages

Advantages

CGI is a relevant tool that allows the impossible to become possible on screen.

"The thing with computer-generated imagery is that it’s an incredibly powerful tool for making better visual effects."

Christopher Nolan

VS

Although technology nowadays are very advanced, but when it come to rendering, it does not matter how good the computers are, 3D rendering still consume the longest time as compared to any others elements. In the movie Avatar, director James Cameron mention about the rendering precess.

A blog from a student of University of Innsbruck explained about the disadvantage of using 3D in 2D screen

Besides that, using 3D graphics in commercial can be more realistic than normal 2D graphics. Sometimes even the audience couldn't tell if it is real or it is a CGI.

In some cases, the camera angle has been limited, but by using the camera tools in CGI software, angles can be express in many creative ways.

“One frame of certain shots, it’s 24 frames per second, took 100 computer hours to render. Just one second was 2,400 hours."

"3D CGI programs have camera functions that can almost do anything in terms of camera functionality, without the need for dollies or tracks for actual movement."

"Already 2D is a kind of 3D because our brain is responsible for the three-dimensional sense. We can set things in contrast an experience space and figurativeness."

Rianne Hill Soriano

Raphaela Linnertz

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