I have seen the work of Man Vs Machine in the past; with a past student who currently works with them coming in last year. His body of work was quite interesting to me and although I'm not an animator I respect a well thought out concept and visual storytelling. Last year he showed us the animation he had worked on for nike trainers and the work Man Vs Machine did for Film 4.
Well I came across this new advert the company worked on for the New Audi R8; they directed it for BBHLondon. Over the past year they have done a Honda car advert which also inspired me and this was noted on this blog last year; I find it interesting how different this advertisement is in comparison which can only show how they understand what the client wants and stands for. In my opinion this is a clever advert in the way the message is incorporated in to the video.
The whole advert is about showing what your experience could be like if the driving the car which is why it focuses on the eye area and the eye keeps dilated to show that the car is exhilarating and a thrill to drive and then the message at the end is fitting as it mentions focus which links well with the use of the eye.
The reason I chose to write about this advert as it is inspiring to me as a designer as it's not just a visual it also conveys a message quite successfully in my considered opinion. Would I create anything like this in the future? Maybe but on a smaller scale as i'm not great with animation; although its not to say that I can't use the idea of having a well thought out concept to be used for still 2D pieces of work. The key here is to play to my strengths which I believe are in advertising, branding and typography.
