VP, group creative director at Wunderman Thompson Atlanta, Ashley Andrews, looks at a few of projects where movement is at the heart of the storytelling success
As a creative with a background in design, I’m always fascinated by the visualisation of a brand story - specifically the use of movement and how it impacts the mood of the art. Since movement can be literal or insinuated, my top five are concentrated on pieces that incorporate movement as the central part of storytelling, whether it be through film or print...
Beats by Dre - 'You Love Me'
Post: Spot Welders
Don’t get me wrong, the script is powerful and speaks truth, but even without it I could grasp the heart and complexity of the story being told. Melina Matsoukas + Malik Sayeed = a genius lens. The pans and angles embody a mix between cinematic and journalistic. Nothing feels forced - even when a scene is literally on its head or turned 90 degrees, it just feels like that’s how you’re supposed to view it. To use that type of technique and make it feel natural and not disorienting is really special.
Apple - 'Action Mode'
Production: Biscuit UK Director: Andreas Nilsson
The movement is the story. No script needed. Just an incredibly relatable story for any Mum, Dad or rich auntie who’s gone the extra mile for a kid’s recreational sport.
Institute of Design - Brand Identity
Design is my first love, and to see a brand identity come to life in this way with such craft around shape, space, colour and type is truly satisfying. The layouts feel in motion even when they’re static. The incompleteness of the letter forms and the mix of curvature and hard edges of frames / shapes gives the sense that the message is always in transition. A fitting design language for an institution that teaches and moulds the next minds in design to keep progressing even when calling back to an exemplary standard in historical typography and design principles, eg) Bauhaus.
Childish Gambino - 'This Is America'
Production: Doomsday Entertainment Director: Hiro Murai
One of the most impressive art pieces I’ve seen. I watched this video at least 10 times back to back when it first premiered. I left my desk and headed for the editing bay (at that time being in the office was normal and my agency had an in-house studio) then to my ECD and then to any other creative who would watch it with me (again). I had to show everyone this visual masterpiece that had just been released into the world. It’s incredible camera movement and constant surprise. An inventive use of one space, lighting and pacing to tell an incredible story. I wish I made it.
Klarna - 'Get Smoooth Again'
Production: Caviar London
Rarely is there a still moment in this spot. The camera movement dramatises A$AP Rocky’s drab mood creating a sense of boredom and monotony. Although the world around him is colourful and lively, the camera (along with a perfectly quirky music composition) provides this great juxtaposition of his experience versus reality.