A familiar face has returned to motion graphic land: the infinite zoom. This old film technique was seen in 2001, in the music video ‘Eple’ by Röyksopp. And it gained more fame in 2003, with ‘Seven Nation Army’ by The White Stripes. The movie ‘Limitless’ has also honored the infinite zoom in 2011. Nowadays, the infinite zoom is back as the cool kid on the block. And as it is becoming more and more popular in motion graphics and on websites; so let’s call it a trend.
What makes this technique so popular? This transition type gives the viewer the feel of an infinite universe that keeps on evolving. The images keep on coming, and they keep on fooling your eyes. One moment you got the picture, the next you’re somewhere else, and BOOM: it’s gone again. Before you notice, the image, perspective or angle changed completely. The infinite zoom invites you to keep watching and discover what comes next. It triggers you to find infinity within the picture.
The video above is a compilation of some nice motion graphic stuff, which is inspired by the infinite zoom. You’ll need a strong stomach to watch it, but it’s definitely worth a try!
In motion graphics you can always spot trends (call it copycats or being inspired, whatever you prefer). After the popular geometric & circle animations, since a year there are more and more animations turning up in which organic shapes transform in a liquid way.
Shapes are smeared and splash back together, often at the moment of a peak in the action, moving in slight slow motion, with twists and bends. It kind of resembles the flowerpower / psychedelic shapes known from the 60’s.
One of the earlier motion graphics with this appearance, were some of the videos of the advertising agencies CRCR and Buck (2 years ago). I also found one example that appeared already in 2008 in the video Orgesticulanismus by Mathieu Labaye. And you can find this same kind of movement in earlier anime movies.
Abstract drops and smears, swirling typography, and even characters whose limbs are being stretched and swirled – yes, maybe it’s a countermovement against the downward trend of geometrical squares, triangles and circle-transitions.
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