“BRAVO! Everyone loved the video, including the top executives and multiple commissioners. Thank you!”
Fergus Thom
Producer, BBC
Kinetic Typography
Fast and kinetic typographic animations, made popular by the likes of Apple, Google and Samsung are super effective at grabbing and most importantly, keeping, the viewers attention. Although this technique is usually seen in marketing videos from tech giants, we wanted to bring its energy and fun to a younger audience.
We leant on the visual cues in the lyrics themselves and animated certain words and phrases in a style that they describe, for example — 'lightning', 'glow', 'ghost'. We also added digital glitches used as transitions and lots of other distortion effects helped to keep a constant sense of energy and movement.
Modular Approach
Like many things we do at Tack — we approached this project modularly and created multiple base text animations that we then turned into presets, or reusable blocks. Using those building blocks we could easily type in a new lyric and have the animation automatically adjust itself to fit.
Doing it this way gave us the freedom to dynamically build the edit on-the-fly rather than being too prescriptive from the beginning, which can sometimes take the fun and flow out of a project like this.
That’s it for this one. Not to worry, there’s plenty more to see.
