A movement fairytale

MTV - Beija Sapo

First off I will say that aside from it being an MTV commercial I honestly have no idea what this commercial is meant to market. However, MTV is known for its off-the-wall marketing and (at least for me) a tendency to leave the viewer feeling just slightly baffled. The piece is using a 2D-in-a-3D-space kind of style, giving the idea of 3D space being navigated by flat objects. The style here uses more of an illustrative approach, hearkening to the denotive theme of fairy tales and story time. Since I’m unsure as to the point of the short, I can’t say for certain what they might have been trying to imply to the viewer. Perhaps that the channel they’re advertising is one that tells fictional stories, with happy endings and excitement/adventure as heroes go gallivanting off into the night. There was a compass in the clouds to signify fantasy, and then a princess in search of her prince kisses a frog and he ends up coming up to about her waist and throwing himself onto her (a reversed role between the princess and the prince, or just him showing his gratitude/devotion?) At the end, almost as if the “puppet master” threw them in as an afterthought, are the knight in shining armour, puss in boots, and other fantastical characters from childrens’ stories. I like the aesthetic of the piece, which is why I chose to discuss it, but I would like a little more clarification into what they’re trying to tell me!



Addikt - Design Movement


Addikt’s piece “Design Movement” uses signs to show different meanings of the word ‘movement’, but still keeping the design factor apparent. There are many symbols of movment; from physical movement to social movement to movement accessories (in the form of a car), and the list goes on. Some of the implied signs of movement are going from the country to the city, of the beat marks on the ground proceeding as though they are footsteps. Some more explicit symbols of movement are the car, people multiplying in a social movement, such as the line above “Design Movement” spreading along the wall, or the lines that precede the viewer. Outwardly the piece is about movement – but more subtlely is the message of change, of dynamism and that the design firm is moving with the pace of design into the future. I believe that the demographic for this piece would likely be people who are interested in hiring a design firm, and want someone with a surrealistic quality to it (based upon the 2d vs 3d movements and a lot of the photographic qualities mixed with the illustrative.) I think that the piece is well done, but doesn’t necessarily advertise their firm very well and thus falls short of its goal. The words ‘Design Movement’ are almost ignored upon the first viewing, and as such I had no idea what the hell they were trying to sell me. On the second view I was able to catch it and could follow the rest of the piece a little more closely. The style of the work is done in a very urban and collage sort of way, combining aspects together such as photographic images with 3d moving landscape.