If you are a regular reader of this blog you probably know how much we love well-executed transitions, and today’s piece of motion graphics inspiration is no exception. What I found particularly interesting about the transitions of this video was the fact that Tendril, the studio that created this piece, was tasked with “making it modular”. This means editing the head and tail of each scene so frames would line-up seamlessly if the order of the scenes ever had to change. Although a requirement like this in a project may limit creativity, I respect Tendril for still managing to execute a highly engaging and visually intriguing video. It’s not just the transitions that we love, however; the art direction, animation and rendering style are all top-notch. Take thirty seconds out of your day and watch a Pepsi can take the spotlight as it morphs into pulsing speakers and a turntable that DJs itself, among other wild and spontaneous permutations. It will mesmerize you.
Pepsi ‘Live For Now’ – By Tendril
More About This Project
“The project started out as a fairly typical brief / pitch scenario; the agency boards depicted a series of ‘morphs’ with musical elements animating out of the logo in the centre of the can. Our rendition of the singing mouth morph was big hit with the agency and client, and so the remaining morphs all followed suit with elements shaped directly out of the metal of the can’s surface.” – Tendril
“During the pitch, we received a request to “make it modular”. It was an exciting challenge to come up with a way to make each scene interchangeable, and still maintain the momentum and flow of the overall spot. It meant that we would have to have ‘edit’ points at the head and tail of each scene where things would line-up seamlessly. Once we nailed down the structure of the spot based on this, we were able to have some fun with camera work and animation while still keeping it modular… and 4:3 protected.”
“Technically speaking, the project was daunting—in a good way. It meant the opportunity to develop creative solutions. In order for the elements to seamlessly morph out of the surface of the can, each shot was a completely unique rig, and in some cases multiple rigs with model swaps. T-1000 style liquid morphing is an old-school 3D effect, but the complexity of the topology changes from one object to the next made this project incredibly tricky. With all the morph rigging done, the added challenge were the droplets and splashes of condensation, which we built as a particle system that would follow the surface of the can as it crumpled and tweaked out from one scene to the next.”
Images and quotes courtesy of Tendril.
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