SaskCanola goes Kinetic

The earliest forms of kinetic typography I can remember were from opening credits in movies. Within the last year or so we’ve witnessed this resurgence in advertising. You might remember Ford commercials featuring voice overs from Dennis Leary, and other commercials from NBC and McDonald’s that used similar styles.

The most recent wave of kinetic typography involves fast moving text, rotating camera angles, and an accompanying audio file to help the viewer digest the content. For SaskCanola, we recently launched a Maxtron (Jumbotron) animation using this sort of technique.

Not having the luxury of a voice over with the text presents itself with timing challenges. For high energy, you need quick transitions—and for the legibility, you need to hold the frame a little longer so the audience can actually get the message. In the end, we produced a 15 second typographic animation that airs at the start of each half at Roughrider home games. Welcome to the Jungle by Guns & Roses is the official kick off song played on the PA system, so we included it to give you a better idea of what the final version is like. So at your next Rider game, make sure to pay attention before the kick off, it could just be the best 15 seconds of the game.

twitpitch: Kinetic typography puts the jolt back in video advertising for @zutweets SaskCanola project http://bit.ly/14gw6l