This is an animation piece from ‘Patagonia’ which is a brand that mainly inspired my animation due to what it stands for, it’s a fashion brand that is all about the idea of reducing consumption. The animation and the brand in general focuses greatly on nature as Patagonia in general pushes the importance of nature and sustainability more than their actual brand products which makes them almost a campaign rather than your typical fashion brand. We can clearly see this from the animation as they use illustrations of trees, clouds and the planet. In which I’ve taken a similar approach in my animation with the use of clouds and ocean demonstrating an environmental idea.
This Nike animation demonstrates a journey of brand-new trainers, it uses a cinematic style with a variety of closeup shots. Most importantly, it uses effective conceptual ideas such as the Nike swoosh being presented as a rock whereas in my design I’ve used the clouds as a conceptual narrative for the swoosh in the beginning of my animation. Similar to this animation, I’ve also used the format of the storyline revolving around a specific object being a pair of Nike shoes. In my animation, majority of the shots include pair of Nikes, and the ones that don’t include transitions that reveal the pair of Nikes in the next shot through foreshadowing and conceptual transitions. In this animation we also see the use of shoelaces as they travel through the rocky terrain and become part of the trainers, I’ve had a similar idea for for my animation however I kept it simple and made the shoelace conceptually transition into another object.
This animation focuses on the topic of fashion and sustainability but what stands out for me is the effective use of conceptual transition in this animation despite it being a very different style to my animation. This animation is rich in artistic illustration whereas mine uses raw photography. This animation uses a red string from a twine as the main object that is used throughout the animation in conceptual transitions, for example we see an effective conceptual transition of the red sewing string form into a red river which then transitions and conceptually forms into a red ink trace from a pen, these three completely different actions are smoothly created to produce an effective animation. I attempted to use a similar approach with the journey the pair of Nikes go through combining environment with the product.