Hurricane media HTC
For this deconstruction I am looking at the motion graphics used in the advert for the HTC smartphone. However it's hard to ignore the impressive motion graphics employed on the website itself! The main idea of this piece, like every other advert ever produced, is to promote a product, in this example that product is a phone with a range of different features. Naturally HTC would be keen to show off all the different features of the phone and so hired a motion graphics company named Hurricane Media to produce the advert. Hurricane Media specialise in producing videos for large companies, these include adverts for T.V. videos for the internet and even videos for staff, as such they have developed a name for themselves and have produced a number of pieces for large companies including Peugeot and ASDA. The video itself is, unsurprisingly, very well made, the use of the lines to form various shapes representing items that coincide with the applications that the phone is currently using, is a very effective one. It is an extremely subtle, yet aesthetically pleasing visual element that, when matched with the music, create an inclusive and eye catching advert. The various elements that make up the music all shift and change dependant on what is on the screen at the time, for example when the phone appears the music is altered from fairly ambiant background noise, to much more vivid, louder and complex sounds. Although there is so much going along, with the great use of the lines as well as music, it never takes away from what is and should be the main focus of this advert, the phone itself. Naturally the target audience for this piece is potential customers and it achieves it's aims of reaching them brilliantly by showing off all of the phones features, even the various colours that the phone is available in. I really like this piece, it is well made, well thought out and very professional, I struggle to see any areas in which it could be drastically improved.
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