Application of combining motion graphics with live action in commercials
Motion graphics, as a new form of graphic design was born in 1950s, during the development of animated film title. In that time, motion graphics was mainly used in experimental film and film title sequence. Since the 1960s, due to the advancements in digital technology, a huge change was emerged in the industry of animation and film. With the development of the technology, computer animation gradually on the rise. The boom had also affected the field of motion graphics. It is possible that a graphics designer could change their role into a motion designer with the tools of evolution. A large number of excellent motion graphic works have emerged and the applications of motion graphics have become more widely. Have a look around, TV idents, film titles and credits, tablet computers, smartphones, advertising displays on TV screens, motion design is already omnipresent. In the era of which special effects and compositing technology get perfect, the technique of combining animation and live action is already maturing, and has already been applied to a large number of film and advertising productions. In such a context, motion graphics, as a branch of animation, has gradually been tried to combine with live action. This article focused on discussion around the technique of combining motion graphics with live action. I will explore how to express emotion and narrate story by using the technique in commercials, and what kind of visual experience it convey to audiences. I will also analyze what is the difference between motion graphics and traditional animation by document the approaches and process of my own practice, which will be a music video, made by this technique. Moreover, I will ask questions for some unresolved issues at the end.
