Logan has updated with a huge amount of new stuff, the highlights of which (in my opinion), are the first two featured jobs for Apple ‘1000 songs’ and Citroen ‘l’echappe’.
1000 songs rubs me the right way, its a clever visual solution for a specific message, as opposed to the more broad awareness spots for earlier apple products (actually, there is another new ipod spot in this update as well). Although the ipod at the end looked a bit dogey to me… vaguely 2d -but that might be because ipods are ridiculously slim now, and I just can’t make it out from the size of the quicktime. Then again, who am I to complain?
The second spot I’m going to talk about is ‘l’echappe’. I’m not completely sold on this spot, I like it – but there is something which bothers me and I’m not sure what. The compositing & tracking is top notch, as is the animation. Hmm. As always, we’d like to know what you think about it, leave a comment below.
I think the second spot is great but maybe it could use more transitions as it goes from scene to scene.
You’re right, technically it’s stellar but I think it’s the actual guts of the spot that fall short, which might account for something just not sitting right. I don’t think a clear message is conveyed very well, so it just hangs in limbo.
I agree, the idea of the second spot isn’t clear enough. It would help if the police car chased for a bit longer before crashing. It would also help if the car actually paused for an extra second between hiding spots to make sure that the coast was clear. Nonetheless, it’s still an interesting piece.
First of all the ‘l’echappe’ spot started off reminding me of that aweful ‘Carefree’ spot that always comes on during The OC (sh!t now everyone knows i watch it!).
Alot of the graffiti interaction gives this a real kick for example: the telephone falling off the unit as the stencil cop car collides with it.
The only draw back in my opinion is the ending – after all the gritty urban sidestreets and highways, why the car/tvc heads to a beach-side tropical feel with starlets and surfboards is beyond me. It just falls short
I just thought of another ending – if the car parked, and someone(real human) opened the door and stepped out.
peace out
‘l’echappe’ >>
the car could have been less translucent. i feel like the car blends in just a little too much. the interpolation between some keyframes appears a bit too linear at times.
i agree about the surfboards, a bit odd, but i suppose they are attempting to show the car in as many environments possible in 30 seconds to imply the hatchback has functionality in all of them.
jo3
I saw that iPod spot on TV the other day and wondered if it was Nakd, as it reminded me of their ‘Box’ short.
‘l’echappe’ >>
I actually liked this spot quite a bit. I think the only thing holding it back from being a great spot is the concept; it’s been done so many times, so many ways. Usually it’s a beautiful woman dancing from wall to wall, but it’s not much of a stretch to turn a woman into a car, is it?
In Logan’s defense, they did take the concept to its full potential. The idea of the car turning into a cloud of paint to leap from surface to surface is really clever.
Yeah, I really think thats it Justin – I’ve seen it before. I really liked the secondary interaction the car has with objects outside of the wall – the poster tearing, sign falling down and so on. It’s beautifully executed, but a little familiar.
Yeah it’s the interaction that really gives this extra credit.
& the cloud of paint really was impressive. It’s the last shot that bugs me.
The compositions and edit are to balme. It doesn’t help that the music is a bit cacophonic.
Mainly the compositions aren’t clear, direct or simple enough.
I’m a big fan of cuts in the midst of all this seamless edit bullshit. So thumbs up to that.
But what do I know ?
I agree with palazzo, mainly that the compositions are to blame. The car feels like it’s playing second fiddle to the scenery in most of the shots, especially when its plane is seen obliquely. I’d like to see a few more shots framed like the police chase and the sneaky peek over the rooftop.
But maybe the concept would have made this difficult.