Type in Motion 10

I'm a softy for things that look good, and this looks good. From the transitions, color choice, and rendering to the motion tracking, sound, and overall visual aesthetic, this video is a solid video.

Right at the beginning of the video, white paint [or something], drops, and the illusion that text drops with it is given. The type is comprised of two very different fonts that I really like together. I haven't spent much time working with multiple fonts. I've, sort of, played it safe, staying with one font family for most of my work. This, and some of the other videos, really inspire me to acquire more fonts and play with mixing them (elegantly). I really like the "the" above the "s" for spectator. This is a very small part of the video, but I like it!

We then get a different view of the dripping, which masks in more text (in the same font as "the"). This text is broken up by section (within a complete thought). If you read it, you could read it in three sections, or two; they have visually broken it up so that you could read it in three or two sections. I like.

At :04, there are two word sections with solid block backgrounds ("by deciphering" and "& interpreting"). It's weird, but I really like the way that they used the plain block backgrounds, juxtaposed. They are opposite colors, and they play off of the background.

Around :05 - :08, we see contribution coming together, which is pretty nice looking. It's very cool seeing broken text in still graphics. It's even cooler seeing it happen in motion! During this same time, we see "to the" in that "the" font at the beginning and "creative act" under it. They are referencing the style that they used at the beginning with a different large font. Even though the font is different, though, it is still a visual theme that is being repeated.

The next part is one of my favorite parts, because it is well done motion tracked text :D The same word placement that we talked about above is used again, but in a different color, and this time at an angle, within a scene. During the transition (of the red thing) there is actually some subtly placed text. If you pause the video at about :10, you can see it. "The areas of consensus shift unbelievably fast". I love subtlety in design of everything (including writing for scripts). There is a rule of three in video, that talks about repeating something three times so the audience will get it, but it really underestimates an audience that yearns for something more challenging. I would rather have subtle details that only one person sees than in your face details that everyone gets, right away.

:16 is one of my favorite parts. Little text is motion tracked, and it says "design is so simple", and it fades in in three separate shifts. Visually, the composition is very simple, but there's something very charming about it (especially with the sound). The tracking is very specific. The designer chose to track (instead of to the drops) to the horizon, so that the text moves with the waves of the overall movement of the liquid. I like.

The next scene says "that's why it's so complicated." What I found interesting about this was the tiny serifs on the font. I like it, and it works. (The word "simple" is written in a sans serif typeface and the word complicated is written in a serif typface [which also has more variation to the weight per letter form]) I think that we're over the whole "no serif for video" thing, now that we've moved to high def. After all, 1920x1080 is my entire monitor, with every pixel accounted for. That's plenty of space for a serif or two ;)