Advertising

MUBI:

Initial ideas

  • FEAR AND TRANSCEND THE SEARCH BAR – Create the flashing “|” as a glaring reminder of the endless nature of searching for films. the fear of searching. ie. set of (flashing) gifs? Vilify the search bar/searching process
  •  Compare to calm of MUBI – search bar.. type words.. backspace.. Full stop. Search Bar fade/transcended. Calm MUBI logo reveal (and slogan?)

fullsizerender

  • – .::
  • Handpicked fruit/handpicked films – Mass produced food/Netflix
  • What you could do with those 5 days of life you spend searching
  • Compare some of the worst films on Netflix to the selection on MUBI

Initial Test Of Search Bar Animation

Using Adobe Animate CC I have begun to experiment with simple animation techniques. I have created a small, simple gif to digitally sketch how the simple movements I’m proposing are possible and to explore the program a little, to see how I can make use of it for graphic design purposes.

screen-shot-2017-02-04-at-14-46-39

The beauty of simple motions (seen above by 2 objects and only 1 of them changing) is that I can spend a lot of time designing them and refining them into a very smooth and well put together piece, with lots of attention to detail. This is something I hope to achieve by the end of this project. (this short mockup can be seen below)

searchbartestgif

I can see a lot of potential for these short animated .gif type files for advertising purposes. They are often featured on Facebook feeds to quickly grab the attention of those scrolling, get across a lot of information in a small window on the feed, and they have the appeal of having no sound, meaning they can be communicated in all places silently. For example, lots of people use social media on public transport; a video on a timeline that relies on sound is going to be ignored for fear of creating a disturbance and loud, unpredictable noises in a public space. Therefore, these animated gifs can be used to get a lot of the same information across dynamically and silently.


Storyboarding

animation-storyboard


EXISTING MUBI ADVERTISING:

Quite esoteric film references that use “buzzword” describing techniques to sum up the experience of each film.

 

http://www.itsnicethat.com/articles/mubi


Peripheral Research

Walter Presents

http://www.channel4.com/programmes/walter-presents

 


Further Development:

search-bar-square-wip

Using the MUBI corporate brand guidelines I have adopted their colour scheme and am using it to create a strong hierarchy of text. I am also experimenting with movement of text, repositioning and resizing of objects and troubleshooting along the way.


The concept of the MUBI advertising project is to create a series of animated sequences that mock the search bar by likening the over saturation of bad movies full of cliches to the seemingly endless process of searching for a film.

I aim to do this by appealing to film lovers’ love of references. There seems to be quite an esoteric pleasure in noticing small details in films and a sense of pride when noticing these details outside of the film.

I was inspired by Olly Moss’ redesign of the classic Star Wars posters as a way of using well known films and contextualising them in a way not thought of before. The pieces contain a lot of small references to the films through simple silhouettes and suggestion.

I aim to adopt this method of subtly referencing films in an attempt to push the MUBI brand.

I also wanted to push genres in a way not immediately thought of, but that made sense anyway. When we think of action films, we immediately summon up imagery of Die Hard and explosions and helicopter footage of car chases. And yet, a clever film sits in the action genre without having to succumb to all these cliches. In many ways, Pulp Fiction is undeniably a giant of the action film genre, but classifying it as such feels strange. I liked this example so I began searching through it for relevant quotes or small details that fans and movie lovers may pick up on. One quote stuck out as something I could use to summarise the personality brought across in MUBI’s film choice. Rather than films being selected by an algorithm, they’ve been suggested by people that have personality. Personality goes a long way.

I spent quite a while deciding how to transition from the search bar to the MUBI logo and chosen slogan. I finally decided that it would be a good opportunity to mimic the film I’m referencing again. In the video below the MUBI logo is edited with a 90 degree drop shadow, just like the Pulp Fiction logo in the title sequence (above). This plays into the film lover demographic’s esoteric “kudos” in noticing details, making MUBI an appealing draw for them.

The video itself is optimised at a square 1080×1080(px) at 29.96fps the current dimensions, resolution and frame rate of Instagram. This could also be optimised for TV/youtube formats by changing the background size to fit. This size choice can therefore be easily adapted into any video format, especially social media.

The video is designed to translate without sound, but I added some to drive home the message and exaggerate the frustration of the key clicking (harsh for the search bar) and highlight the ease of the MUBI format (lighter, typewriting sounds). The old-timey projected sounds also appeal to the film lover demographic as it likens the scrolling to a by-gone era and searching as a forgotten and obsolete method when MUBI could be providing the entertainment and quality.

Download the video here: https://www.dropbox.com/s/3s6q0obww76bz61/Search%20Bar%20Square%20Finished%202.mp4?dl=0

 


I wanted to continue this formula of scrolling through genre cliches, whilst referencing a superior film that doesn’t abide by the cliches next to it to contrast the MUBI style (eg. here I used an out of context Donnie Darko quote “take all of those hours of pain and darkness and make them better” to further this idea that searching for films is painful)

“Stop Searching. Start Watching.” encompasses my whole concept, embodying the instant and on demand MUBI system of recommendation.

This versatile design of the never-ending search bar can be carried across many print forms as well as the video format and still translate many of the same messages.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s