I was very excited to dig into this project. The company does time lapse work of construction sites and more. The "time lapse logo animation" concept was something I really wanted to try out. It was a fun challenge. Having the letters in 3d added to the complexity of the project.
Technical: To create the 3d text I duplicated the flat layers multiple times (20 or so) and distributed them in z space in their own compositions. I tried to sell the "time lapse" idea in a few different ways. The light flickers to imitate the way clouds move across the sun and flicker on time lapse video. Next, I had a 3d spotlight move from left to right over the top of the logo to simulate the sun rising and beginning to set over the course of the animation. The shadows helped to sell the sun idea. Lastly, I made all the movements take place over the course of 1-3 frames. I randomized the movement, angles, and timing to help.
Logo Animations: spinmylogo.com
Explainer Videos: pandamotion.com