I’m currently taking a six month long course at Malmö Univerity called Experimental Mediaproduction. A week ago me and my group performed the outcome of two weeks hard work. This documentary about the project explains it way better than I do, and I’m sure watching beats reading in this case. I must add that this probably is my favourite project I’ve been involved in since starting my studies in Malmö. If you make it to the end – let me know!
I’ve been doing some PR-videos for Mediatool for a while now and one of the videos I created was the following animation. The concept is quite simple and understandable, since Mediatool was created to help out advertisers and media-agencies and make their day-to-day work easier and more manageable.
“Mediatool gathers all of your marketing in one place. Use it to get a comprehensive overview of all your marketing activities, campaign plans, and yearly summaries in one place. Gone are the days of sharing excel spreadsheets.”
I begun making some sketches and after getting those approved I begun animating. There were tons of layers, split layers, duplicated layers, shape layers (you get the picture), and towards the end my project file looked like something that could have used a Mediatool for animators. Somebody should create that.
The tiny icons were animated separately and exported with an alpha-layer. These videos where animated further using wiggle and bounce expressions. The lines and circles which reach out and grab the platforms are shapelayers using no fill and a stroke of 3px. I animated these using trim paths and I found this tutorial on animating lines in After Effects to be really helpful. After swapping icons and making changes here and there, we decided to give the animation a cinematic, bassy, transformersy-with-a-hint-of-organic-elements kind of sound. And here’s how it all turned out.