The Max Mortl 'Cumulus' Film Takes You for a Wet Ride
Jason Soy — June 26, 2011 — Art & Design
References: maxmoertl.de & vimeo
This Max Mortl 'Cumulus' video may tell a simple narrative, but the animation in the video is anything but simple. As we follow a water droplet's journey from a liquid to a solid and then a gaseous state, Mortl employs animation techniques that are sure to impress amateurs and professionals alike.
The Max Mortl 'Cumulus' video was made for the "Mehr" exhibit of the museum ship Cap San Diego. As drops of water fall out of a faucet, it begins to take on its own life and escapes a sink. It then throws itself onto a stove to turn into vapors before finally forming a cloud over a human character's head and then raining itself away.
Implications - With the proliferation of computer animation in media outlets, consumers are growing tired of overly-produced inorganic graphics. As such, artists are employing stop-motion graphics which hearken back to days when animation required genuine craftsmanship. Corporations looking to convey authenticity to their consumer base may consider marketing campaigns which utilize low-fi graphics.
The Max Mortl 'Cumulus' video was made for the "Mehr" exhibit of the museum ship Cap San Diego. As drops of water fall out of a faucet, it begins to take on its own life and escapes a sink. It then throws itself onto a stove to turn into vapors before finally forming a cloud over a human character's head and then raining itself away.
Implications - With the proliferation of computer animation in media outlets, consumers are growing tired of overly-produced inorganic graphics. As such, artists are employing stop-motion graphics which hearken back to days when animation required genuine craftsmanship. Corporations looking to convey authenticity to their consumer base may consider marketing campaigns which utilize low-fi graphics.
Trend Themes
1. Stop-motion Graphics - Artists are reverting to stop-motion animation techniques to convey authenticity in a saturated market, offering an opportunity for innovators to improve this technique with the help of technology
2. Organic Animation - Consumers are bored with inorganic graphics leading to more artists utilizing individual craftsmanship, creating an opportunity for the development of more natural animation techniques
3. Narrative Animation - The storytelling style of animation has been gaining momentum and presents an opportunity for innovators to improve the medium with new techniques and more complex narratives
Industry Implications
1. Advertising - With corporations looking to convey authenticity in their ad campaigns, there is a demand for innovative animation techniques to stand out in a crowded market
2. Film-making - Stop-motion and organic animation techniques are being explored by filmmakers as a way to create unique and authentic content that breaks away from the norm
3. Graphic Design - Incorporating stop-motion and organic animation techniques in graphic design projects can create opportunities for designers to differentiate their work and improve their creativity
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