With the right technology (and talent), there’s no such thing as still photos anymore. The technique in this video is called “parallax effect,” which makes it appear that objects closer to the viewer move faster than those that are farther away. Joe Fellows from Make Productions in London made this film using still images from the World Wildlife Fund archives. As quoted in SLRLounge.com, Fellows explains, “We used Photoshop to cut out individual parts and then animated them in After Effects…There was no 3D mapping, all in 2D. There are many layers per shot, the ears, the teeth, the whiskers, the head, the body, the background are all separate layers. Then the layers are parented to one another and moved either by position or by using something called the puppet tool.” Set to the music of “What If This Storm Ends” by Snow Patrol, the result is a “high-speed” slow-motion parallax sequence film that presents a poetic, dreamlike study of nature in motion.
Co-branded marketing has long been a part of the film business. Tacit endorsements – a star holding a brand label-legible soft drink can or a box of cereal sitting prominently on the kitchen table as the TV family eats breakfast – register subliminally in the viewer’s mind. Better yet, aligning your brand identity with a sexy, daring superhero raises desire. Lately, video shorts and YouTube have brought another type of co-branded marketing to the forefront. The one above is timed to the release of Peter Jackson’s new “The Hobbit: An Unexpected Journey,” filmed in New Zealand. It’s a concept that works beautifully, from its tie-in with the title “Unexpected Journey,” to the on-board safety instruction for Hobbit passengers heading to Middle Earth, to its plug for Air New Zealand. The airline is also offering a global sweepstakes. Count the Elvish codes in the original safety video, visit the website to unlock the code, and you’re entered to win a round-trip ticket for two to attend the world premiere in New Zealand, along with other Middle Earth prizes. It all works – and travelers may even pay attention to the safety video rather than take a snooze.
You read about VW’s transparent factory (below); now take a look at Mercedes’s invisible car. Mercedes-Benz’s new zero-emission F-Cell car is being marketed as a vehicle that is virtually invisible to the environment. The reason is because it runs on hydrogen fuel cells that convert compressed hydrogen into electricity to power the motor. The only emission is water vapor. To promote this fact in a memorable way, Mercedes blanketed one side of the car with LEDs and mounted a Canon 5D Mark II camera on the other side. The LEDs displayed whatever the camera filmed, causing passersby to stop and gawk at the “invisible” car.