The agency holiday promotion is a time-honored tradition in advertising. It's an excuse to do a self-promtional piece free of client restrictions— an excellent way to show off the creativity and capabilities of its designers. For the 2012 holiday season, Origo sent out this elegant video set to a jazzy "Oh Christmas Tree". It showcases holiday related text building in to create a christmas tree image. Once the tree is revealed, the tree is topped by the Origo logo burst, which makes a perfect substitute for a star. The final holiday message is stated, and fades to a URL as the last of O Christmas Tree fades away. The video was very well received and was honored with a gold ADDY award.
I was initially provided with just the end graphic and had to devise how it would come together. Being a typographic piece where everything fit so neatly into each other, it looked a lot more like a design built for print than for movement. The movement is built off of this idea— portraying the design as a physical object. I made use of product shot style slow pans that have the perfect steadiness that you can only normally achieve with a high end camera rig (or, of course, my all-digital set). I imitated some of the luscious product photography I've seen by liberally using depth of field to a create a "macro shot" look. And I cut between the main shot and the faux "B-Roll" like you'd expect from that sort of video.
Each word is animated separately (all 258 of them) with its own personality and movement. The final picture is kept obscure until right before it the end reveal. Cutting in to the closer shots, where you can only see a few words, highlights some of the text details and movement that would otherwise be completely lost and gives greater weight to all of the words offscreen. Giving a slow macro shot flyby of the piece gives it a feeling of weight and tangibility.
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