The brief I have chosen is to create a three-minute animation. The idea I have chosen to present through my animation is the idea of the ‘rhythm of life’.
The advert “Rhythm of Life – Evolution” by Guinness beer has greatly inspired my ideas when approaching my project.
The advert shows the evolution of life in reverse and presents and innovative way of blending realism and animation together. What particularly interested me in this advert was the idea that modern life could be stripped back to essentials in order for the rhythm of life to begin again. The idea of stripping back the luxuries of animation so for instance, CGI, 3D effects etc. intrigue me as I believe in order to represent an idea of the beat of life and its repetition, the animation I want to produce should be simplicity and minimal in order to present my ideology.
The advert brings a simplistic idea and transforms it into a complicated interesting animation, the CGI used is effective but I want to take the idea and strip it down to its basic elements in order to convey the ideology of the rhythm of life in its most pure form. Although the advert isn’t presented in the style of animation I want to create, the concept of the evolution of life appeals to me because I want to present the simplicity of the rhythm of a characters life.
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