Tuesday, April 27, 2010

Magnetically

This animation is a commercial for Frito Lays.

http://www.nexusproductions.com/wall


The animation starts with a magnet walking by himself with slumping posture that indicates he is lonely. An exclamation point pops up above his head, and he runs to a lock. He tries to stick to it like the magnet he is, but a large hand comes in from the top of the screen and lifts it away. The magnet falls through the air. It lands next to a giant cat, with what appears to be a magnet stuck to the opposite side of it. When the magnet tries to stick to the cat, the cat swats it away, and what looked like a magnet turns out to be a tail. The magnet is then alone, staring up at the moon. The magnet tries to attract the moon to it, but the moon does not budge from its spot. The magnet hangs its head, lonely. Suddenly, it is pulled to the right, sliding on its feet. It does a double take, unsure of what is going on, but it continues to be pulled to the right. It enters a new area, and sees a magnet on the other side of the screen. The two are surprised to see each other, but attract towards each other and stick together. They form a heart shape and float up into the sky, an outline of them radiating outwards in varying colors. The logo for Fritos Chips and Dip then transitions into the center of the screen, with the line "made for each other" at the bottom of the screen.

What struck me most about this animation was how human the magnet seemed despite being such a simple animation. It shows that complex movements aren't needed to make a strong composition.

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