I was introduced to this rather wonderful motion graphics short by my tutor, Fred Bates, in an induction brief, and I truly haven't been able to get it out of my mind since.
This simplistic, yet incredibly effective, and I believe, smart short has really inspired me, and I think it is a great example of the diversity and range available in both the aformentioned motion graphics and typographic design.
One of the elements I like most about this piece is the use of monochrome tones- particularly the white against the black. I know that many regard it as a "no-go area" but I actually quite like it, and have always prefered white on black as oppossed to the classic black on white, for a subtle, yet styalised edge.
The use of the audio track works perfectly with the fast pace of the presentation, showcasing the many numerous ways of presenting the simple word 'IT':
Buy it, use it, break it, fix it,
Trash it, change it, mail - upgrade it,
Charge it, pawn it, zoom it, press it,
Snap it, work it, quick - erase it,
Write it, cut it, paste it, save it,
Load it, check it, quick - rewrite it,
Plug it, play it, burn it, rip it,
Drag and drop it, zip - unzip it,
Lock it, fill it, call it, find it,
View it, code it, jam - unlock it,
Surf it, scroll it, pause it, click it,
Cross it, crack it, switch - update it,
Name it, rate it, tune it, print it,
Scan it, send it, fax - rename it,
Touch it, bring it, Pay it, watch it,
Turn it, leave it, start - format it.
Trash it, change it, mail - upgrade it,
Charge it, pawn it, zoom it, press it,
Snap it, work it, quick - erase it,
Write it, cut it, paste it, save it,
Load it, check it, quick - rewrite it,
Plug it, play it, burn it, rip it,
Drag and drop it, zip - unzip it,
Lock it, fill it, call it, find it,
View it, code it, jam - unlock it,
Surf it, scroll it, pause it, click it,
Cross it, crack it, switch - update it,
Name it, rate it, tune it, print it,
Scan it, send it, fax - rename it,
Touch it, bring it, Pay it, watch it,
Turn it, leave it, start - format it.
etc...
The idea and concept are really so simple, though I consider it incredibly effective because of this- as many of the simplist ideas often are.
"graphic design...simple and effective."
