Digital Artists at Elastic
December 13, 2009
Honda Accord Crosstour “Boxes” from Elastic on Vimeo.
I absolutely love this video. It inspires me to do artistic advertisement, something I struggle to commit myself to daily.
Directed by Andy Hall, “Boxes” builds on the lively minimalism of “Instruments,” with transitional moments powered by the expansion and contraction of nested squares that look like Albers paintings on acid—neon-lit and full of kinetic possibility.
The simplified shapes the artists use in this video commercial are so powerful and work seamlessly with the music in the background. Without knowing for sure, I believe this project was done with 3d rendering software as well as AfterEffects and possibly many other digital programs. The simplicity is found in the primary colors, the basic shapes and the overall feel of the production. This was the same aesthetic I was hoping to achieve with my project on Misinformation. The composition of the stills in this video could easily be recreated into a successful painting or print.
When you have artistry that is this smooth and aesthetically pleasing, it makes everything else that is associated with it that much greater. The animation has nothing to do with cars. However since it is juxtaposed with a brand new clean car, it enhances it and makes some people look favorably upon it. You can say it’s making people fall privy to the moving image, but there is no denying the power of this animation and it’s effect on the human mind.
